AIGA SB is shining a spotlight on our membership in 2014 with our “Three Questions” series. Today’s superstar is Rachell Newburn, creative manager at PRP Companies in San Luis Obispo.
1) How do you implement the creative process in all aspects of your company?
As the Creative Manager at PRP Companies, I am invested in the branding of not only PRPCo, but also in furthering our clients’ marketing and advertising goals through creative concepts, brand consistency, and flawless execution. We are able to have complete control over this because of our in-house design services.
Seeing every concept executed in-house is an advantage that’s made me an even stronger designer, with a firm grasp of what makes a logo or graphic element effectively work for not only printed pieces, but also apparel and online marketing. To me, a successful design does not end when you send your client the final print-ready artwork. It’s a relationship that starts with the first interaction, continues throughout the entire project’s production, and strengthens through reflection and constant improvement. Understanding the benefits and limitations of the equipment or process you’re designing for is essential to achieving excellence.
For example, PRP Companies was recently awarded “Best of Category” for our Brochure Series at the 2014 PIASC Print Excellence Awards. This award recognizes our excellent creative team (including our outstanding production operators, premedia department, and project managers) for our ability to work together in a collaborative environment! I am proud to be part of such a successful team and inspired for the next project’s adventure.
2) What is your designer pet peeve?
The @ symbol is a consistently forgotten design and typography element. Details, details, details! This is one of my biggest pet peeves. The @ symbol in email addresses are too large. Depending on the size and the typeface, the @ symbol should be reduced 1–2pt from the type size. This decreases the x-height of the symbol to be a more visually appealing element of the line of text. Read more about my typographically nerdy ways in one of my blogs: Top Ten Typography Tips.
3) After designing all day at work, how do you create for fun?
For fun, I decorate my house for every holiday. Basically, I get my craft on! Decoration may include designing awesome typographic posters for the entryway, spray-painting letters for table décor, or sewing a flag together for a mantelpiece.