We are thrilled to officially announce that our new packaging for Wigwam just won an American Packaging Design Award!

According to the letter of congratulations:

“For nearly five decades, Graphic Design USA has sponsored national design competitions that spotlight areas of excellence and opportunity for creative professionals. Of these, the American Package Design Awards is the fast growing. The reason is simple but profound: marketers are challenged as never before to convey their message. Package design — along with the related disciplines of POP and instore graphics — are increasingly the difference-makers in the consumer’s purchasing decision. This competition celebrates well-designed graphics, of course, but also the power of design to advance the brand promise and forge an emotional connection with the buyer at the moment of truth.”

Making this even better is that we were able to top ourselves… having won the same award for our soon-to-be-the-old packaging in 2008. Lightning has definitely struck twice, and it feels even better than it did the first time! Congrats to all at MSLK and Wigwam who helped make this as great as it could be.

Look for the new packaging as it arrives in stores this spring!

Steve Jobs was not a designer, at least not in the traditional sense. In fact, there was little he did do that was traditional, in any sense of the word. Having just finished his biography, Steve Jobs by Walter Isaacson, I have a new-found respect for the man who transformed not only the world of computers, consumer  electronics, music, movies, etc… but also had a profound effect of the lives of creative professionals — graphic designers in particular.

The book has countless tales of Steve Jobs’s quirks, tantrums, and various eccentricities (I stopped counting the number of crying tantrums somewhere around 10…), but what it makes clear is that he knew what what he wanted and would stop at nothing to get it. He demanded the best of everyone, and showed people the impossible could be done… while always staying ahead of the curve.

Much has been said of Jobs before and since his untimely death on October 5th, 2011. I would like to take a moment and write a few thoughts about what I’ve learned from Steve Jobs:

Work with the best people
Throughout the course of his career, Jobs noted that poor performers drag the whole team down. There’s simply no point dealing with sub-par players. As an employer, surround yourself with the best… you’ll benefit, as will they. For us, this can also be applied to clients. No use spending time trying to convince the brilliance of your design if they’re incapable of appreciating it. Working with the best led Jobs to seek out legendary designer Paul Rand to design the NeXT logo.

Follow your passion
There’s no point working on things that don’t interest you. Period. This goes for designers as well as clients. There’s nothing worse for a designer than to work hard for something when you know the client doesn’t place much value on it.

Every detail matters — even the ones you can’t see.
Years ago, I remember buying a G5 Tower and adding RAM to it myself, marveling at the innards of the machine. I called over Sheri to show her the inside of a computer, and we were both transfixed. I have no idea how computers work, really, but was awestruck at the organization of the circuit boards, processors, the way that the fans could be slid in and out, and such. This turns out to be a classic Jobsian trait: everything matters. Design is not a surface affair, it’s the compete integration of inside to outside, hardware to software, etc. As designers, we understand this intrinsically from the detailed proposals we write at the outset of a job, to the care that we take in preparing files to send off to the printers and developers. Every detail counts, and the craft you put into things shows through.

Form over function.
This is actually completely counter-intuitive, especially for a maker of gizmos… why wouldn’t you simply build the best product, who cares what it looks like? Yet that’s not the way it works. The very first Macintosh — which was gorgeous to look at and intuitive to use — was woefully underpowered. Jobs knew that if something is not intriguing, it’s never going to garner the attention to pick it up in the first place. This applies to graphic design and advertising: if it’s not compelling, no one will notice you. Of course, if the content isn’t good, it won’t succeed. Jobs rarely disappointed in this regard. (The original Mac was in fact underpowered and had poor sales — a catastrophic mistake that Jobs would never make again).

Focus is the most important thing a company can have.
When Jobs returned to Apple in 1997, he was baffled at how engineers had run amuck with endless variations of mediocre Macs. He finally asked people, “What would I tell my mother to buy?” a question no one there could answer. Then he drew a grid on a white board with 4 quadrants: Consumer/Professional/Desktop/Portable. He forced the company to simply focus on the best product for each of these, which produced the iMac.

For us, focus is equally important. We must balance the right mix of clients to take on. We need to maintain our promotional efforts with the same vigor and enthusiasm as our client work. We set yearly goals by which we measure our progress. We know which projects are best to take on, and which to pass on. We’ve seen how colleagues try and take on the world and do it all, only to implode due to their lack of focus.

“Be a yardstick of quality. Some people aren’t used to an environment where excellence is expected.”
I love this quote, and think I will use it to tell all our new hires what to expect at MSLK. We definitely embrace the notion that great work is not a far-off thing in the distance, but something that is expected.

“Simple can be harder than complex: You have to work hard to get your thinking clean to make it simple. But it’s worth it in the end because once you get there, you can move mountains.”
This is MSLK to a “T” — we spend countless hours stripping away the superfluous in order to get to the essence of any message we’re communicating, whether visually or in creating a campaign message. Jobs understood that making things appear simple and easy takes complex and hard work.

It’s that time of year again. Love is in the air, and MSLK has compiled our 3rd annual list of things to do, give, and love this Valentine’s Day. Single or not, there’s something for everyone to enjoy.

Learn Something New Together
NYMag’s Valentine’s Day guide has a great list of classes that are perfect for couples. From cooking and wine tasting to couples yoga and -ahem- naughtier things, there is bound to be something perfect for you and your better half.

Get Cultured
Looking for a different kind of educational experience? The Museum of the Moving Image in Queens just reopened after its hiatus featuring exciting new exhibits such as Real Virtuality and Dolls vs. Dictators. (Even though it’s closed Mondays, it’s still something to love!)

Have an Appy Valentine’s Day with the  OTO App
Just in time for Valentine’s Day, MSLK’s app OTO has been updated with new love-inspired themes! Hit your crush with Cupid’s arrow or send kisses their way. It’s a free update if you already have OTO. If not, email us and we’ll send you a download code to get OTO from iTunes free!

Give Something Nerdy
Amrit Richmond is using tumblr to curate a wonderful selection of Valentine’s Gifts for the nerd in your life. Gamers, designers, and just regular ol’ nerds alike will find something that strikes their fancy. Nerdy gifts are regularly added to the collection so keep checking back for more great Valentine’s Day ideas.

Send a Designer Card
For you less creative types, there are plenty of talented designers out there designing unique cards for every occasion. AIGA Nebraska has a great collection of Valentine’s Cards on their Felt and Wire shop for sale. Be sure to check out the MSLK shop while you’re there too!

Send a Designer E-Card
If you’ve waited until the 14th to send a card, Kate Spade still has a great collection of designer e-cards that you can send. Each one is designed by a different artist and is guaranteed to be a welcome sight in anybody’s inbox on Monday morning. MSLK also has a set of printable Valentine’s that can always be made in a pinch.

Splurge on some (really) nice chocolate
If you’re going to stick with the classic gift of chocolate then go for the best. Mast Brothers Chocolate is a small Brooklyn-based chocolate factory whose reputation for excellent chocolate is only growing. Perfect for dark chocolate lovers, flavors range from classic dark chocolate varieties to almonds with sea salt and serrano peppers. To top it all off, this delicious chocolate is also beautifully wrapped so it’s perfect for that chocolate loving designer (or hipster) in your life.

Sip Some Tea Instead of Eating Chocolate
Speaking of chocolate, the Republic of Tea has released a special Red Velvet tea made with rooibos tea, chocolate, and beet root bits.  In addition to the red velvet flavor, Republic of Tea offers a selection of other chocolate infused teas. The strawberry and chocolate tea sounds particularly intriguing!

Mix Something on the Stronger Side
For those who need something a little stronger than tea to drink, Liqurious is a collection of drink recipes from around the web. Whether you’re drinking alone or with someone special, you’re guaranteed to find a drink that will hit the spot just right.

Make One-of-a-Kind Treats
If you love baking for Valentine’s Day and are looking to get creative, then look no further. Kopykake sells edible ink cartridges as well as printable icing paper for your home printer. The downside is you may make something that is way too pretty to eat.

Go See Something a Little Different
This Valentine’s Day Le Poisson Rouge presents an event for those who are looking for something a little darker: “Sex and Taboo: A Valentine’s Day Massacre.” The event features various performers and dancers and promises to be a night of passion, blood, and  deviance. Tickets are only $10 in advance and the first 25 guests get a  gift bag from Toys in Babeland NY.

Go Sledding in Central Park
There’s nothing like snuggling up close to one another and then pummeling down a snow covered hill. All of this crazy snow NYC has been getting means that the sledding conditions in Central Park are just right. It’s the perfect activity for the young (at heart), and it’s free!

We are honored that our identity system for the Figment Art Festival has been included in the new compilation, Magic Branding, by DesignerBooks. The book features the best in integrated branding systems from around the world and would make the perfect addition to any designer’s bookshelf. We’ll certainly be putting it on ours and will return to it frequently for inspiration.

To me, the use the word “Magic” in the title is ironic. From the client perspective, the design process certainly may seem to have an element of magic in it. We listen closely to a client’s needs, go back to the studio, wave the magic wand, and presto, out pops a brilliant and intuitive solution! Just kidding…

Our design process is anything but magic, always deep rooted in strategy from the beginning. The process goes more like this: We take client needs and translate them into logical design criteria. As various directions are explored, we edit, refine, edit again, get the client involved at specific stages, and then a purposeful solution emerges. In a more general sense, we like to categorize our process as containing four steps:
1. Challenge
2. Strategy
3. Design
4. Success

To learn more about our process check out Our Process Video.

For Figment, we were asked to create an identity that would capture the creative spirit of their event. The name and participatory nature of the festival made the visual of a thought bubble a natural fit, which would serve as a consistent vessel that could be filled with new content corresponding to each year’s theme. The design solution was extended to promotional materials such as posters, T-shirts, postcards, signage, and a website. The Figment identity has legs, offering endless possibilities for growth, variation and change, but still remains bold and memorable. Perhaps the magic lies in its flexibility.

~Ryan Nussbaum

Photos.com, a division of Getty Images, one of the world’s leading sources for stock imagery, has featured our website redesigns of James Porto and Cameron Socks on their Facebook Page. All of these case studies are contained within the “Makeovers” Tab. Users have the option to read the full case study and share each of them. Read more to find out about the two featured projects.

James Porto
Find out how MSLK translated a comprehensive brand repositioning into an intuitive site that has increased leads for photo illustrator and conceptual photographer, James Porto.
View Case Study >>

Cameron Socks
Discover how MSLK took this traditional sock retailer out of the dark ages by building an engaging e-commerce experience that has greatly increased sales. View Case Study>>

MSLK’s Sheri L Koetting was mentioned in Happi‘s coverage of the HBA session, “Social Media: Marketing for the 21st Century.” The article highlights MSLKs experience in reinvigorating fashion and beauty brands and helping them embrace social media platforms.

“Social Media: Marketing for the 21st Century”
Happi, Magazine
2010

Marketers are constantly exploring novel ways to reach their customers. How can you get people to notice your brand, buy your product, join your organization, go to your event or become a sponsor? Whatever the case may be, the goal is always the same: reaching your audience in a meaningful way that captures their attention. While your online and social media presence is definitely the most important viral way to engage with your audience, a recent print promotion for the Type Directors Club reminded me of how powerful a unique, well-thought out print campaign can be. Perhaps there is still a bit of room in the marketplace for this type of work. Sometimes it’s exactly what’s needed to make people notice just how great your company or organization is.

So what makes for a spectacular print promotion? I’d say it’s a combination of a unique concept, thoughtful material selection, a healthy dose of graphic wit, and flawless execution.  All of these elements should come together seamlessly to create something that people want to hold on to.

[View with PicLens]

This direct mail piece does all of these things, and I am extremely enticed to join! In a series of six post-cards, the language of typography is placed within the context old movie posters, making for a charming and humorous promotion. The use of a unique metaphor makes the piece a quintessential example of graphic wit at its best. To finish it off, the postcards are wrapped in a printed vellum belly-band with Type Directors’ Club branding and imagery that reinforces the movie metaphor. I am keeping this!

Over the years, MSLK has created similar promotions that have made lasting impressions on our clients and their audiences. Here is a quick tour of four award-winning pieces that you should check out on our site:

Kristine Foley Direct Mail Campaign

Kristine Foley, an emerging garden and landscape photographer, was looking for a direct mail campaign that would connect her with art buyers at Martha Stewart Living, Real Simple, and Better Homes & Garden.  Learn how we created an eye-catching, low cost promotion by capitalizing on a garden metaphor.
View Project>>

MHS Reunion Invite

Mamaroneck High School’s class of 1992 was two years too late in planning their 10-year reunion. Discover how we exploited this situation to create a compelling and humorous invitation.
View Project>>

Christian Press Kit

Emerging installation artist Christian Grattan needed to establish himself and promote his first interactive exhibit entitled Tom Welling in a Swimsuit. Find out how we created a multi-component interactive press kit that generated buzz around this event.
View Project>>

Redken Elite Color Invitation

Leading hair care brand, Redken 5th Avenue NYC, was looking to recruit members for their Elite Color Product Testing Team. Learn how we used unique materials to reinforce both the theme of color and confidential nature of the team.
View Project>>

//Ryan Nussbaum

Our website, www.mslk.com, is cited in the current issue of How Magazine in an article entitled, “The Marketing-Smart Website” written by Ilise Benun. The article gives examples of what to do — and what not to do — for designers setting out to redesign their site. Our site’s innovative and sorting features were given the following compliment:

“There are 90 examples of work in the portfolio section of MSLK.com, but it’s not overwhelming because visitors can sort by medium or industry category to find what they’re looking for. Mouse over any thumbnail and it automatically enlarges and identifies the image.”

We’re so pleased that we’re being recognized for this feature. After all, it was the main concept that our whole site was built around: giving the user a wide sampling of our work, and the ability to sort and refine.

That feature, combined with our site’s videos, continues to receive compliments from clients, potential clients, designers, and colleagues alike.

What does it take to launch a fashion line these days? During New York’s Fashion Week, Nolcha’s Beyond the Runway competition has emerged as a solid platform and a reputable outlet for launching top-tier designers from around the globe.

For over 55 years, the I.D. Annual Design Review has recognized the best in graphic, environmental, product, and furniture design. We are very proud that MSLK’s own Sheri L Koetting has taken her place among a jury of the field’s leading practitioners. Her voice and sensibility played a large role in the winners chosen this year in the graphics category. Viewing everything through a lens of sustainability, Sheri not only examined the purpose and aesthetics of each piece, she questioned its material usage and life expectancy.

You can see all of the winning pieces on view now until September 10^th at the AIGA National Design Center. Read more to view some of the winners and see what Sheri had to say about each of the pieces.

Best of Category – X Exhibition Space
“I appreciate the innovative use of light and type, as well as the way luminosity engages viewers throughout the project—from the exhibit’s interior to posters and lights mounted on outdoor fences.”

Design Distinction – Ballerina Who Loves B-Boyz
“I really love the die cuts that expose the walls and graffiti beneath. It’s a poster that engages with its environment”

Design Distinction – BOOKtiga 2009
“To me, the message and the medium are in perfect harmony. As designers, we’re so compelled to trash what we did last year and start over. Here they’re incorporating last year’s materials into this year’s campaign by literally painting over last year’s poster.”

Design Distinction – Dinamo
“Designers often want to use special effects, but for a company that focuses on harnessing solar energy, glow-in-the-dark ink acts as a communication tool rather than a gimmick.”

Design Distinction – Expansion in all Dimensions
“This tiny set of 5″ x 7″ booklets made me smile—the bright colors, the cover. I was expecting it to be a bunch of zines, so when it turned out to be a corporate report, I loved that juxtaposition.”

Design Distinction – Human Rights Watch 2009 Annual Report
“The handling of the information is incredibly compelling and drew me in. They’re successfully using  information graphic to advocate their cause.

Design Distinction – Ring Roads of the World
“They’ve taken something people might not even think about—urban sprawl—and turned it into a design that’s beautiful and meaningful. Each layer of color here represents the relative size and shape of the ring road around American cities.