Tuesday, December 14, 2010

Painter +

Artist SJ Hammack came up with the moniker, Painter + and asked me to create a brand based on her work. With the color, zest and zeal that's apparent in her work, the solution had to be clean and simple to allow the work to speak for itself. 
     The solution came with a contemporary interpretation of a mid-century design and color scheme. The type was kept crisp and in lower case for a more approachable and easily read look. A pattern of an abstracted plus sign adds emphasis to what lies beyond the artist's obvious abilities.
     To view the work of SJ Hammack, go to http://www.sjhammack.com/ . To learn more about The Art of Creative Direction, visit Berkeley Design.

Tuesday, November 30, 2010


We began working with the New York firm, PhysioArts, in the late 1990s with the creation of a logo and identity system. Since then, we've been providing graphic design support for whatever their print communication needs are.
     Each year, we are given free reign to create a holiday greeting card based on their logo. For the 2010 holiday season, we chose a postage stamp design with a fluid ribbon illustration and cancellation mark of Lady Liberty.
     To learn more about The Art of Creative Direction, contact Berkeley Design.  

Tuesday, August 3, 2010

Where Does A Logo Come From

In the early 1980s, I worked as the publications designer for The Saint Louis Art Museum and recall the abundance of artistic inspiration in the nearby galleries. Years later, I often notice, in my design and my photography, how the works of the Masters subconsciously find their way into my work.
    The above logo was created for a multi-faceted company with a wide range of products that addressed a multitude of consumers. Each entity worked as a branded business but maintained its relationship to the same company vision and philosophy. Creating an energetic and modular logo out of the company's initials so that areas were allowed their own movement within the overall context of the complete trademark was the winning solution.
     Below is a painting by Frank Stella, one of my favorite artists and inspirations.

Tuesday, July 6, 2010


I've talked in previous posts about the joy of working with the Repertory Theatre of St. Louis and here is one more example.
     The Encore Circle's Planned Giving brochure was a pleasant project to design because the client/design team had a clear vision of what was to be accomplished from the start. With existing resources and a library of dramatic images, we were able to communicate the message in a clear manner and support it with engaging visuals.

Learn more about The Repertory Theatre of St. Louis and Berkeley Design LLC.

Tuesday, June 1, 2010

Logo, Brochure and Business Card

A cost efficient solution to a request for a new marketing brochure began with an upgraded logo created from a standard typeface with a few redrawn letterforms. The signature door knocker was added to establish a welcome and elegant sensibility.
     The brochure includes floor plans, site plans and amenities lists, all in a self-mailer format designed to print on a standard digital press to maximize paper stock and keeps costs in line.

Learn more about the Art of Creative Direction at Berkeley Design.

Wednesday, May 5, 2010

The Art of Creative Direction

Good Design is Good Business.

Never underestimate the power of Good Design. Targeted, well executed solutions to marketing problems always hit the mark. 
     Since 1994, we've been serving up Good Design concepts that are aimed at meeting client goals. 

Learn more about Berkeley Design.

Tuesday, April 6, 2010

We've Lost Count

We've been designing The Gateway Green newsletter for so many years, we've lost count of the number of issues. Our working relationship began in the mid 1990s and has continued ever since.
     Each issue highlights the grounds management of a local golf course and puts the spotlight on a superintendent and vendor that make up and support the Mississippi Valley Golf Course Superintendents Association.
     A successful publication happens when you have continuous advertising support and an enthusiastic team of writers, led by an ambitious editor. Thank you Gateway Green for being one of our longest running accounts.

Learn more about Berkeley Design

Tuesday, March 16, 2010

An Annual Design Project

We've worked with SSM Cardinal Glennon Children's Medical Center and the Bob Costas Benefit since 1999. It started with our design of the logo and marketing materials and continues as an annual project.
     The logo had to reflect the major gala power of celebrity hosts and special guests while being surrounded by the many organizations and individuals who proudly support Cardinal Glennon. The blue evening sky is lit up with search lights, and a casual, mid-century, showtime typestyle. Of equal importance are the illuminated stars that punctuate the background of the logo. This special event brings out the generosity in people and makes stars of everyone involved.
    Order tickets for this year's event.

Learn more about the Art of Creative Direction at Berkeley Design.

Tuesday, March 2, 2010

Logo Design - Part Two

Blue Horizons Consulting is a Marketing and Communications company that approached me to desgin a logo for their business.
     The work that Blue Horizons does is very professional, thorough, accurate, and detailed so the logo had to reflect these attributes. A finely chiseled, elegant, classic typeface was selected to represent the character of the company. A symbolic letterform "B", enclosed within a global shape, suggests the broad reaching capabilities of Blue Horizons. It was only natural and fitting that the colors should be blue and green for earth and sky with a white horizon line cutting through the design to create depth within the company icon.

Learn more about the Art of Creative Direction at Berkeley Design.

Tuesday, February 16, 2010

The Design Art of Fine Art

California fine art photographer Bob Kolbrener, asked me to create a direct mail piece for a collection of his original images titled Yosemite in Spring.
     I met Bob in the early 1980s when I worked as the graphic designer for The Saint Louis Art Museum. Over the years I've designed many collateral pieces and several museum books and catalogs for Kolbrener. He trusts me to create layouts that don't get in the way of his fine art photographs. Rather, the design, as Bob puts it, complements his art. I taught myself this discipline and call it The Design Art of Fine Art.
     As a designer, it's tempting to take large images like Bob's photographs and run type over or around them and make it a design of your own. But it takes more discipline to let the art stand on its own and create a layout that adds to the beauty of the imagery.
     With Bob's photos, it's always a win-win situation for me. I give him the room to showcase his art, and in return, I have an example of designing a unique solution for a unique client.

Learn more about the Art of Creative Direction at Berkeley Design.

Tuesday, February 2, 2010

Extra Heavy Duty

Back in November, I posted a story of our relationship with Conveyor Dynamics Corporation. Since the mid 1990s, we've been designing marketing materials to suit the customer's needs. 
     Our most recent layout was for a company brochure that doubles as a folder with a vertical pocket to hold various inserts. The size and scale of Conveyor Dynamics' equipment is massive, so we usually feature it as a main graphic element (note the cover image and the human in the lower right-hand corner). 
     Much has changed in the past 15+ years, and we still find ways to effectively communicate our clients products and services. 

Learn more about Berkeley Design

Tuesday, January 19, 2010

More Characters

I recently completed designing the annual report for the Repertory Theatre of St. Louis and of course, the cast of characters for the cover layout is as unique as the theatre group itself. 
     I blended a wide range of actors, in period and dramatic costumes, to showcase the depth of the talent presented throughout the season. For the interior spreads, the text was highlighted with photo stills from the productions. Browsing the report is as engaging as a theatre performance. 
     Learn more about The Repertory Theatre of St. Louis and Berkeley Design LLC.

Tuesday, January 5, 2010

A New Year

2010 begins the 17th year of the Art of Creative Direction for Berkeley Design.

January 3, 1994 was Opening Day for our company. Seventeen years later, a lot has changed with technology and the flow of information. But we still have our original staff and several of our initial clients.