Something different

I've noticed that I haven't published a blog in over a month. January has been a busy month with a lot of work from Target. I've been helping to create various elements for their Speed Racer and Hulk movie promotions... which I can't show until after the movies come out later this year. While we wait, here's a recent project that has been fun.



I was asked recently to create some illustrations with icons of recyclable items for a publication promoting Dakota County's recycling program. The initial cover image (above) was the first hurdle. Once we got approval on this image, I moved onto the chapter illustrations below which focus on categories of recycling. Scott Shore, owner of Lure Design (www.LureDesign.net) gave me some great art direction and will finish the pages with his graphic design details.

New Name, New Website

As I've mentioned here in an earlier blog, I've been making some changes with my company. January 1st my company name will officially change from BlackRock Graphics to Schwartzrock Graphic Arts.

My new stationery came in last week and my new website went live this week. There are still some glitches that need to be ironed out but it's functioning. If you have a moment, click on over to www.Schwartzrock.com.



Many have asked why I made the change. I've sent out letters with an explanation to many of my clients but I'll post an answer here as well for those who didn't get one.

Earlier this year I was invited to join two other professional friends in the creation of a new branding company. This venture allowed me the freedom to continue my illustration business and keep my hand in corporate branding. As a graphic designer, I was familiar with the term “branding” but soon realized I didn’t know its full meaning. Throughout 2007, I was given an education by my new partners coupled with research of my own. Subsequently, I can now see all of the mistakes I made with my own company, BlackRock Graphics.

The most important part of the branding process required me to define myself in as few words as possible. After some wrestling, I settled on “valuable” and “professional”. I learned that everything I do including how I answer the phone, what clothes I wear, the quality of my work I produce and how I treat my customers, all need to reinforce those words. I soon found that making business decisions was easier when I had those two words clearly in mind.

I started to make some changes and the first thing to go was the name. After an audit of some of my clients, I realized “BlackRock” wasn’t a good name... black rocks have nothing to do with the services I provide. I decided upon Schwartzrock Graphic Arts.

The next step was finding some focused direction. “Am I an illustrator or graphic designer?” Though I like the variety of my business, I realized I couldn’t excel in both directions. So, I stopped promoting graphic design and focused on what I do better than most, logos and illustration.

There have been other changes such as long term goals and strategies for reaching those goals but I won’t bore you with those details. It is sufficient to say that this restructuring has really rejuvenated me.

New Launch

Over this past year, two professional friends and I have been setting the ground work for a new branding company. It's called 3.2.1 and our focus is on launching new products, services and company iniatives. We've been getting more and more excited as the momentum has been building for the last couple of months. And now it looks like we have our first official client. Even so, we still have a lot of work to do before we look official. I'll alert you when we get our website up and running. Until then, here's what the new company's logo looks like.

Comic Book Masthead

Since I'm a partner in Community Comics, a Christian comic book studio/publisher, I still am involved in various projects. Ben Avery has written a great story about Jesus' crucifixion through the eyes of the two thieves hanging next to him. The art is beautifully rendered by Noel Paolo Libunao, an artist from the Philippines. I was asked to create a masthead design for the story which I'm showing below as well as in context of the cover design. This book is available from WOWIO and later in print form through the CommunityComics.com website.

Bad but Free

Amazingly enough, the first comic book I've drawn (as an adult) is up at the WOWIO site for free downloads. The main story is a black and white, 16-page story about Korah from the Old Testament. To bring this book up to 24 pages, we added a full color short story about the shepherds take on the birth of Christ, written by Ben Avery.

These are bad in so many ways so don't laugh. Keep in mind this was some very early work for me as I was learning how to draw comic books. Even so, I thought some of you would like to see it.

A funny Process

Al Hovland was my first professional employer. He was a partner in an advertising agency in Fargo, ND. Recently, he asked me to create a new mark for his company. What's interesting about this isn't so much the logo, but rather the process.

When we discussed the look and feel of the logo, he said he wanted something classy and respectful. His tagline was "Creative Marketing Solutions". Using my recent exposure to branding, I probed further. I asked what three words would describe himself. He mentioned, "humorous, creative, unique". I then suggested we should look at some ideas that reinforce those words. He agreed.

While I worked I realized the answer was to simply recreate our conversation visually... start with a respectful logo and "edit" it into a creative one. I'm amazed at how much this mark reflects Al's personality.

Old Fashioned Calling Card

My friend and former employer asked me to design a calling card for him and his wife. I'm posting it here but don't get any ideas... I've changed their personal information.

Pleased with the design, I showed it to my wife. Now she wants me to design a personal calling card for her. She rattled off all of the times she could have used one when meeting new people at church and around town this past year. I guess this old idea is new again.