PeakBiety Welcomes Art Intern Dan Holden This Summer
Dan Holden, a recent graduate from the International Academy of Design and Technology is a creative individual with a passion for illustration, print, and plain old good design.
Originally from Massachusetts, Dan grew up with a paintbrush in his hand and was constantly drawing and painting. He has won multiple art awards over the years and has the attitude and motivation to be successful at whatever he puts his mind to. Whether he is out for a night on the town or at the golf course he is always admiring and critiquing other design, trying to inspire new ideas or see where it can be improved. Freshly equipped with his BFA in Graphic Design and experience ranging from 3D modeling to package design and photo manipulation, Dan will be a great fit with us here at PeakBiety.
Kathryn Clark Serves as Secretary to the AIGA Tampa Bay Board
PeakBiety art director and designer, Kathryn Clark, has been appointed Secretary of AIGA Tampa Bay after on-going engagement, participation and support of the organizations events over the past two years.
Founded in 1914, AIGA is the oldest and largest professional design association in the world. The mission of AIGA has been to advance design as a profession, strategic tool and vital cultural force.
In recent years, AIGA’s official name changed from “American Institute of Graphic Arts” to “AIGA, the professional association for design.” This change was meant to reflect the evolution of the profession from its earliest roots in graphic arts. In addition to the desire for a name that was more inclusive, there was also a strong interest in retaining the legacy of AIGA. The new name seems to address both interests. Today, as the professional association for design, AIGA strives to stimulate thinking about design, demonstrate the value of design and empower the success of designers throughout their careers.
The Tampa Bay chapter of AIGA was founded in 2006 and provides programs, events and benefits for students, professionals, corporations and the design community. Recent events have included a Skype videoconference with renowned designer Milton Glaser, studio tours of local firms, and the second annual Sip, Sail and Socialize down the Hillsborough River.
AIGA Tampa Bay's Sip, Sail and Socialize
AIGA spans the realm of all design professions including, but not limited to: advertising, brand strategy, design education and management, environmental graphic design, information graphics, interactive design and motion graphics, package design, printing and paper industries, research and strategy, typography, sustainable design and web design. The Tampa Bay chapter of AIGA includes Bradenton, Brandon, Clearwater, Dunedin, Naples, Lakeland, Largo, Riverview, Sarasota, Tampa and St. Petersburg and all students, professionals, corporations along the Gulf Coast of Florida.
To learn more or get involved, visit http://tampabay.aiga.org.
PeakBiety Welcomes Two New Interns
Megan Plaksiy, an award-winning student at The Art Institute of Tampa, describes herself as a creative professional with a passion for graphic design and its development and execution. With experience in package design and brand development as well as special skills in illustration and digital photography, Megan will be a valuable addition to the PeakBiety creative group.
James Ferrell is a multi-talented student with the Zimmerman Ad Program at the University of South Florida’s School of Mass Communication and will be graduating in May. With interests ranging from account management to music, he describes himself as design conscious, detail oriented, a team player, reliable and occasionally ridiculous. We welcome James and some occasional comic relief.
Interning at PeakBiety
I can honestly say that during my nine-week internship with PeakBiety, I have learned more than I could have imagined.
On my first day I was told that they had just started a major project and I would basically get to see the process on how a major project is completed from the beginning. I was very excited because even though I have worked on projects for my own clients and for class, I knew that this wasn’t going to be the same. It most definitely wasn’t, especially after spending an entire week researching photos, sketches, and brainstorming. I was able to sit in on meetings to discuss ideas and thoughts on the campaign and how we should go about it.
My second week involved deciding what concepts we were going to work on. We decided on 6 different campaign concepts and went from there. Each concept required a print ad, outdoor billboard, a radio ad, and a TV ad. This involved a lot of sketching, mock-ups, and critiquing.
My school prepared me for this but I didn’t realize how much time and energy is actually put into it. I was used to just coming up with an idea and then using all my time and energy to create the final product. It was a great eye opener. We then ran the 6 concepts by Glen, the president/project supervisor, to get his input and opinion on what concepts to continue with. We decided to work with all six, so we needed to complete all of the concepts for presentation to the client. We created storyboards for the TV ad concepts and the radio ads, and finalized the print ads and billboards. I learned a lot about consistency and alignment when we were going through this process.
Another project surfaced that I got to work on and it was the re-creation of a logo. I was thinking to myself, oh this is a no brainer and it will be a piece of cake…nope, not what I thought at all. I started working on the logo, making sketches like I normally would and just finding a font to use, and then, thinking I was done, I showed it to Amy, the creative director/senior art director. She explained to me what I needed to lay out and show, how I needed to search for different fonts, and try to find a variety of them. It was great because I had no idea that this was the process that a designer needs to go through when making a logo. So I was back to the beginning with a better understanding of what I needed to do. I spent more time than I would have imagined just researching fonts and figuring out which one matches well with another. After doing this, color was added in, and then placement.
Triston, another intern, was also working on this project, and it was great to see how he went about it and what his ideas were. I went from thinking that a logo can be created in a few hours to realizing that it actually takes a lot more time and energy, and has a very important process.
I also learned a lot about time management. We were working on about three or four projects within the same week and I got to see how everything was managed. Everything had a timeline so I couldn’t spend too much time on one thing. I came to the realization that when I work on a project not just for a company but for myself, I really need to map out what days certain steps need to be completed by.
Overall, I feel like working at PeakBiety has been such an amazing experience, and I would highly recommend it to anyone who is looking for an internship position at a place where they want learn and gain lots of experience. It was such a pleasure working there and I would most definitely consider my time well spent.
Maria is graphic design student at the International Academy of Design and Technology. Born and raised in Clearwater, FL, Maria enjoys expressing her creativity in many ways—including graphic design, photography and DJing. You can check out her portfolio here.
Creative Director, Amy Phillips, to teach as adjunct faculty with IADT Online
TAMPA, FL – PeakBiety branding + advertising announces the recent appointment of its Creative Director, Amy Phillips, to the position of online adjunct faculty with the International Academy of Design & Technology Online. A valued part of the PeakBiety team for more than four years, her credentials include a Bachelor of Arts degree with honors from Wesleyan University in Middletown, CT and post-graduate study at the American Academy of Art in Chicago, IL. In past years, Amy taught as an adjunct faculty for Advertising and Design at the University of South Florida.
When asked why she is interested in online instruction, Amy explains, “Two things attracted me to teaching online for IADT. One was curiosity about how online learning takes place. Through an excellent and intensive training program, I now understand some of the unique challenges faced by the online learner and instructor. Additionally, teaching a course such as Advertising Concepts is mutually beneficial. Students gain insight from an employed creative who practices in the real world, while I benefit from theoretical exposure, which keeps my own work at the agency fresh.”
The International Academy of Design & Technology comprises 11 campus locations throughout the U.S. and Canada. The Academy in Tampa launched the Academy Online in 2007, which now serves close to 3,000 students worldwide through its Virtual Campus.
PeakBiety branding + advertising® services local, regional and national clients in a variety of business sectors. The agency focuses on adding value for its clients by improving customer perceptions. This commitment is summed up in the agency’s promise, “the power of perception®.”
PeakBiety is one of the few agencies in Tampa Bay to meet the strict requirements for membership in the prestigious American Association of Advertising Agencies (4As). For more information, call Glen Peak at PeakBiety branding + advertising, 813-227-8006, extension 114, e-mail gpeak@peakbiety.com or visit peakbiety.com.
Why Making the Logo Bigger Can be a Big Mistake.
by Amy Phillips, Creative Director
It’s a problem that comes up in design 101, and is waged by art directors everywhere. The dilemma of whether to engage the audience or hit them over the head with a client’s logo has endured since David Ogilvy penned his first headline.
Clients who spend money on a web banner or TV commercial naturally want to get the most out of their ad dollars. But pushing the logo into someone’s face as often as a 30-second spot or a tile-sized Web banner will allow, isn’t really the best way to do it. Viewers are way too sophisticated for this tactic. And now they have technology to back them up. One click of the mouse or the remote control, and your logo and the rest of your message are history.
Unless you quickly establish why your ad is relevant to them, they’re unlikely to register anything else. Just think of it as the, what’s-in-it-for-me? syndrome. The people you’re trying to reach are caught up in their own lives. If at home, there are phones ringing, children crying, dinners boiling over and bills that need paying. At the office, things are even worse. Deadlines loom, sales goals beckon and bosses demand answers. “Now what were you trying to sell me?”
Please…do yourself and your company a very big favor. Don’t let all your hard work and good money go to waste on an audience that isn’t paying attention. Engage them first. Then they might even be interested in your logo.
Kathryn Clark joins PeakBiety creative team as art director.
TAMPA, FL –PeakBiety branding + advertising proudly announces the recent appointment of Kathryn Clark as art director. A native of the Tampa Bay area, Kathryn is a graduate of the Savannah College of Art & Design, where she received a Bachelor of Fine Arts degree in the area of Advertising Design and a minor degree in Business Management and Entrepreneurship. Kathryn’s ambition, along with her past experience as a graphic designer, will serve PeakBiety’s award-winning creative team well.
Kathryn has also received a number of local, regional and national awards. These include a 2009 Pollie Political Advertising student award, a 2005 Free Enterprise Scholars award and a 2008 Outstanding Director award with Agency Five–her college’s full-service, student-run agency. In her spare time, Kathryn has served as a Student Ambassador and is a member of AD2 Tampa Bay.
“Kathryn will be a great asset to this agency,” said Amy Phillips, Creative Director of PeakBiety. “She first came to us as a student intern and then later worked as a freelance graphic artist. I have watched her skills and talent grow as a graphic designer and art director and I am thrilled to have her on board as a full-time member of the PeakBiety team.”
PeakBiety branding + advertising® serves local, regional and national clients in a variety of business sectors. The agency focuses on adding value for its clients by improving customer perceptions. This commitment is summed up in the agency’s promise, “the power of perception®.”
PeakBiety is one of the few agencies in Tampa Bay to meet the strict requirements for membership in the prestigious American Association of Advertising Agencies (4As). For more information, call Glen Peak at PeakBiety branding + advertising, 813-227-8006, extension 114, e-mail gpeak@peakbiety.com or visit peakbiety.com.
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Amy Phillips assumes the role of Creative Director at PeakBiety.
TAMPA, FL—PeakBiety branding + advertising® has placed Amy Phillips in charge of the agency’s creative development efforts.
During the past three years, Amy has served as the agency’s Associate Creative Director and Senior Art Director—fulfilling an instrumental role in branding and design efforts for a variety of clients including Numara Software, Persystent Technologies, Eckerd Youth Alternatives, Florida Hospital Waterman and Tampa Electric among others.
“Amy’s style and experience have enhanced PeakBiety and the clients we serve,” Glen Peak, President of PeakBiety said. We’re very pleased that she has accepted this new role.”
A Wesleyan Univeristy honor’s graduate and student of the American Academy of Art, Amy has enjoyed a more than 20-year career in the field of advertising. She has created effective campaigns for such clients as IBM, Pier One and Schwepp’s. Her work has appeared in Print Magazine’s regional design annual and she has won numerous local and regional awards, including the Tampa Bay Advertising Federation’s Best of Show. She has also played an active role in the local advertising community, working with the Tampa Bay Advertising Federation, serving as an adjunct professor at the University of South Florida and sitting on the boards of both the Creative Club of Tampa Bay and Las Damas de Arte.
PeakBiety branding + advertising® services local, regional and national clients in a variety of business sectors. The agency focuses on adding value for its clients by improving customer perceptions. This commitment is summed up in the agency’s promise, “the power of perception®.”
PeakBiety is one of the few agencies in Tampa Bay to meet the strict requirements for membership in the prestigious American Association of Advertising Agencies (4As). For more information, call Glen Peak at PeakBiety branding + advertising, 813-227-8006, extension 114, e-mail gpeak@peakbiety.com or visit peakbiety.com.
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