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July National Speaker Series

Presenter: Design Ranch
Location: Scottish Rite Cathedral
Date: Thursday, July 16th, 2015
Time: 12 noon


The gist of it all!

Come to network, have a great lunch and be inspired as Design Ranch Principal Ingred Sidie will share the Design Ranch strategy & process of developing “Well Done” brands!

  • button purchase ticketsCome be inspired by some of Design Ranch’s award-winning work!
  • Learn 4 key steps to a great brand!
  • Get amped to changed the world with design!

Tickets are $30 for members and $40 for non-members.

About Design Ranch

Screen Shot 2015-02-17 at 5.57.20 PMAt Design Ranch, they don’t pitch hay, they pitch ideas. Their team is fully committed to a comprehensive creative process—from start to finish and everything in between.

Whether we are delivering thoughtfully integrated solutions for existing brands or developing unique solutions for start-ups, we know how to make companies giddy up. Design ranch specializes in branding. From medical to restaurant, to fashion industries, we have experience creating and influencing brands of all shapes and sizes.

Speaker series coordinator Lars Lawson interviews Design Ranch’s Ingred Sidie

How did you get started as a designer?
I actually didn’t even know you could be a “designer” when I went to college. I went to Otis in Los Angeles to study art because I was a good art student in high school. I had no idea all of the different career choices you could make in the art and design world. I wasn’t a very good painter but I did have excellent grades in the classes that required “conceptual” thinking. It came really easy to me and I liked the thinking behind the project.

Tell us about your first job in design and the evolution of your career.
My first job was as a designer at Willoughby Design in Kansas City. I loved working at Willoughby because I was thrown into everything. I had to work quickly, and because we didn’t have any management, I got to be in charge of my clients at a very young age. I worked all the time – I loved it – I’m a control freak anyway, so it was fantastic. I started to learn the business side of design and was the youngest staff member with the largest account. I figured out how to work with clients, both literally and emotionally. I became their friends, and I learned that business is not just about the work – it’s about relationships. I remember taking a box of fine chocolates to one of my clients with her proofs one night because she mentioned it was her birthday, and we had to review the proofs for a tight deadline. This wasn’t something my boss told me to do. I just figured out that these small acts of kindness can make a client appreciate the working relationship. I kept that client for years.

What do you do to get your creative juices flowing when you start a new project? 
When we start a new project at Design Ranch we like to sit down with all of our designers and go over the details. We want to make sure everyone has the background they need to create appropriately for the client. We all use different methods to get the juices flowing but for me, I start thinking in the car where it’s quiet. I love to design in the car. I’ve been known to write down ideas on discarded fast food napkins or toll tickets. I like to start the process with words and ideas, then translate it visually into a design.

What can you share with us about your design process?
Our process is fairly simple: We ask clients lots of questions about their business, targets, demographics, and so forth. We arm our design team with this information, and sit back and let them go. We team leaders act as filters. We have everyone present their initial thinking all together as a group. We select the ideas that are most relevant or that we think are working. From here we refine and tweak copy to get everything right. We team leaders use our experience to quickly weed through all the ideas; we know right away what will work and what won’t. Lots of times we have to tell our designers to “push it” more, if it’s not creative enough. We like them to think beyond what is trite or expected.

What role does technology play in that process?
Of course technology is a huge part of the process. We’ve practically eliminated our library because everyone does their research on the computer. It’s obviously faster and more efficient. You can now access anything and everything digitally. Some of our designers still sketch ideas, but these get quickly moved onto the computer, because clients like to see things that look polished when we present.

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