Francesca Fuges Knows Where to Find Support

Design by DCA grad Francesca Fuges

Francesca earned her DCA Certificate this summer and has an incredible web portfolio to show for it. I emailed her a few questions about getting the most out of her time as a student and preparing for the portfolio review, and here is what she had to say:

Why did you choose DCA?
When I started looking for programs, I had no experience in graphic design. I was nervous that when I started classes I would feel intimidated and out of place. After doing some research, I found out that students enrolled in the DCA program were from all different walks of life and had varying levels of experience. This was perfect for me. It also allowed me to work part time and attend as many classes as I wanted. I also loved that I could tailor the DCA program to fit my specific interests.

How did what you get out of the DCA Program reflect what you put into it?
The DCA program has many resources to offer, including awesome teachers and UCLAX AIGA events. I tried to take advantage of these resources. I asked questions, met homework deadlines, and yes, I was a total “kiss ass” (ask anyone who took a class with me). The whole experience helped me leave the program with a portfolio I am proud of, and most importantly, a sense of preparedness for my future in graphic design.

What are your best memories of being a student with us?
My best memory was my very first class at UCLAX. It was Design Fundamentals with Henry Mateo, and my preliminary introduction to graphic design. I left that first class certain that this was the right path for me. After going through a period of not knowing what I wanted to do with my life, it was an amazing feeling. That and when they opened up the Chipotle in Westwood Village . . . mmmmm.

How did you prepare for the final portfolio review?
Before I started putting together my portfolio I needed to figure out which projects to use, and how to revise them. I made friends through Extension who were also working on their portfolios, so we decided to form a group and meet once a week to discuss and critique each other’s work. It was a huge help to have that support system. It kept us all motivated and on track.

When I completed a first draft, I took it to a portfolio review at Chapman University and received a ton of helpful feedback. I made changes and took my revised draft to a second portfolio review at Cal State LA. I then worked on and completed the final draft. I tried to get as much feedback as possible before I could say I was “finished”. Going to a couple of reviews allowed me to practice discussing my work with people in the industry.

What are your next career moves?
I am currently doing some freelance design work. I plan on attending as many AIGA events as possible and signing up for different networking sites (which means taking the plunge and finally joining Facebook) in order to get exposure. My goal is to end up at a design studio that specializes in identity, print and packaging where I can gain experience and grow as a designer.

Do you have additional questions for Francesca? Leave them in the comments.

If you would like to share your story, please email dca@uclaextension.edu.

Oh, the things you learn

And by you, I mean me.

Sitting in on course meetings is always fun and the other night I took mad notes (east coast style). I was joining Your Idea as Innovative Solution with Scott Hindell and amassed quite a resource list that I thought I'd share here, from both instructor and students.

These links relate to thinking and researching so that you can know your target persona, synthesize your design or idea and think like a relaxed genius.

- Nudge, a book on how to improve your decision-making skills

- This American Life 383: Origin Story (Act One) about Julian Koenig, who came up with some memorable advertising slogans that will be in your head until you die.

- Steve Jobs' Commencement Address at Stanford University in 2005. Calligraphy is mentioned.

- sciencedaily.com and artsandlettersdaily.com

- How We Decide by Jonah Lerner (there is also a 73 minute video with him on YouTube)

- A Technique for Producing Ideas by James Webb Young

Information is Beautiful

Image from here

Check out this totally awesome site, Information is Beautiful (thanks to Cristina). Indeed, all of the information you find there is stunning.

It's Your Show

Cristina and I always get warm and fuzzy feelings at the opening reception for It's Your Show and this year was no different. Below is a link to her post about it, which includes a slideshow.

Also, during her research, she discovered a link to a video from 2009 which I was delighted to view. It's filled with many students who have since graduated and lots and lots of cheer at last year's reception.

Check it out here.
Cristina's post is here.

Maps Maps Maps Maps Maps Maps

J.S Bach's Concerto D Minor by Nomoco

I really love this email, below, that Rochelle sent me last month (edited for our privacy and clarity). I also love that she learned of this maps project and thought to share it with me. I welcome all of you to share!

Also, the class she's talking about is with Erin Zamerzla.

To: Design Communication Arts Program
Subject: This blog project is interesting

I went to the How Conference a couple of weeks ago and fell in love with Michael Perry. While reading his blog today, I discovered a map project by Adam Hayes that you may find interesting. << http://make-maps.blogspot.com/ >>

Rochelle

P.S. The bookbinding class is looking pretty fabulous.

Down with Spec Work

Panel from a strip at theoatmeal.com, which is worth reading in its entirety.

Every now and again someone comes along with the seemingly innocuous and brilliant idea to have students work on something for an actual client. Everyone gets really excited at first and then Scott and I come along and break the bubble.

Why? Why must we be the grey cloud on a sunny day?

Because spec work hurts designers and the profession. Here is a great explanation from AIGA - an excerpt of a form letter designers can send when solicited for spec work:

Dear [name of potential client/graphic design buyer]:

[Name of your firm] would like to work with you to produce communications materials for your organization, but we are concerned that your request for proposal includes a solicitation of design concepts to be produced on a speculative basis by the professionals you are considering.

The approach you are pursuing is one that compromises the quality of work you are entitled to and also violates a tacit, long-standing ethical standard in the communication design profession worldwide.

AIGA, the nation’s largest and oldest professional association for design, strongly discourages the practice of requesting that design work be produced and submitted on a speculative basis in order to be considered for acceptance on a project. There are two main reasons for this position:

1. To assure the client receives the most appropriate and responsive work. Successful design work results from a collaborative process between a client and the designer with the intention of developing a clear sense of the client’s objectives, competitive situation and needs. Speculative design competitions or processes result in a superficial assessment of the project at hand that is not grounded in a client’s business dynamics. Design creates value for clients as a result of the strategic approach designers take in addressing the problems or needs of the client and only at the end of that process is a “design” created. Speculative or open competitions for work based on a perfunctory problem statement will not result in the best design solution for the client.

2. Requesting work for free demonstrates a lack of respect for the designer and the design process. Requesting work for free reflects a lack of understanding and respect for the value of effective design as well as the time of the professionals who are asked to provide it. This approach, therefore, reflects on your personal practices and standards and may be harmful to the professional reputation of both you and your business. There are few professions where all possible candidates are asked to do the work first, allowing the buyer to choose which one to compensate for their efforts. (Just consider the response if you were to ask a dozen lawyers to write a brief for you, from which you would then choose which one to pay!) We realize that there are some creative professions with a different set of standards, such as advertising and architecture, for which billings are substantial and continuous after you select a firm of record. In those cases, you are not receiving the final outcome (the advertising campaign or the building) for free up front as you would be in receiving a communication design solution.

There is a way to explore the work of various designers.

A more effective and ethical approach to requesting speculative work is to ask designers to submit examples of their work from previous assignments as well as a statement of how they would approach your project. You can then judge the quality of the designer’s previous work and his or her way of thinking about your business. The designer you select can then begin to work on your project by designing strategic solutions to your criteria while under contract to you, without having to work on speculation up front.

If you would like to work with our firm in developing a process that will benefit you most and maintain the high business standards we expect of [name of soliciting company or organization], please do not hesitate to give me a call. There are many local and national designers who can provide you with solutions that will far exceed your expectations, with respect for an appropriate budget and schedule. In the end, this approach ensures a more effective, professional and profitable process for everyone involved.

Your consideration of these professional design issues is greatly appreciated.

Sincerely,
You

For more info see aiga.org.

Lack of Creativity Officially National Crisis

Experts assessed this drawing for creativity, and gave it high marks - via Newsweek. Learn why by going to the link above.

I don't turn to Newsweek for my news much anymore, like many media consumers out there. But, I did find this great story on creativity, via Jezebel. It totally relates to the courses Scott Hindell is teaching with DCA. And, since there may be a "creativity crisis" hitting our nation, learning how to think integratively (I know that's not technically a word, but I'm all about innovation) and creatively could be a great boon to your career. You already know that jumping to design without thinking first is a sure recipe for mediocrity and work without depth. Beyond the necessary research though, is another level - that of innovation.

Remember (or remember reading about) back in the day when citizens were inventing things to make our lives better (this was before the invention of hedge funds)? It seems that things are all quiet on the Western front in this regard, except for the iPhone and related applications, which, really, haven't changed life for most of us in the way that say, the light bulb or the electric toothbrush have.

Consider an advanced design elective outside of your usual interests, and apart from the tools of design. This quarter, for example, Scott is teaching Your Idea as Innovative Solution which credits our three DCA certificates and the certificate in Global Sustainability. He'll be teaching other courses in future quarters.

Happy (Week of) Fourth of July

Masaki often sends us his homemade holiday greetings, which are always a delight. If only he'd teach more often! Sigh.

Interactive Intern... Could it be you?

Here's an email I received while I was away for the Fourth:

Primitive Spark seeks a part-time contract junior interactive designer or paid design intern for July and August of 2010. Candidates should have or be working towards a design degree and have a strong knowledge of color, typography and layout, the interactive medium and at least a working knowledge of HTML/CSS. Flash experience is a plus. You’ll be working with our creative team to bring breakthrough interactive experiences to life. You’ll be concepting, drawing and sketching, researching, designing in Photoshop and Illustrator, extending existing designs and inventing new ones. Our working environment is highly collaborative, so you should be comfortable with brainstorming and group critique. You should also have a laptop with the software you need. Pay is $15-35/hr depending on experience.

Primitive Spark is located in downtown Los Angeles in the historic Wurlitzer building. Our team has a great reputation and a lot of experience, and we share a space with design legend April Greiman, so it’s a great place to be to grow your skills. Hours are flexible. There is the possibility of an extended contract or full-time employment in the future. Please forward your information to ignite@primitivespark.com.

... Me again. If you go for it, keep me posted! - K