Firm: Daniel Pipitone (freelance)

It has been found that in rural communities where men and women tend to stay in traditional roles, where people avoid asking for help, and where there is less awareness of domestic violence and its impact on victims and children are communities where it is harder for domestic violence victims to seek out the resources they need.

That statement opened the first paragraph of the request for proposals I received from the Crisis Shelter of Lawrence County, speaking loudly to me that my involvement in this project seemed hardly like a choice. This factual information was followed up by what can only be described as truly disturbing statistics that were nothing short of astonishing and, frankly, difficult to accept. Enter the Crisis Shelter of Lawrence County, who was planning an ambitious Rural Family Violence Awareness and Intervention Initiative, aimed at changing this situation in Lawrence County and beyond with tools, resources and awareness messaging to put these issues (and the need to combat them) in the spotlight.

I responded by helping them create a integrated campaign with a full spectrum of materials, including outdoor boards, print media placement, TV and web-based video and a “toolkit” which carried a suite of printed collateral – postcards and large-format posters.

The campaign centered around the concept that, according to the facts and statistics, the cycle of abuse and violence is perpetuated by “silence” or doing nothing. The “equation” metaphor worked to get at this idea while the “Fight for Zero” tagline became the pivot point for the call to action. While statistics revealed information like “90% of date rapes involve alcohol”  the Crisis Shelter’s call to action becomes “Donate and Fight For Zero” or “Speak up and Fight For Zero.” In two phases (adult-specific and teen-specific messaging), the campaign worked to drive traffic to their website, fightforzero.org, which was created by Forward Trends, which offered an innovated set of counseling resources and informational tools – all free as part of the Crisis Shelters grant-funded initiative.

Website production by Forward Trends
Video production by Uppercut

In the interest of time, I’ll be brief, but let’s start by saying that Tufte is an encyclopedic mind and a fantastic presenter. If you every had any doubt that a single person could cover the history and analysis of information graphics spanning from the time of Galileo (1613) to today, structure it for presentation in six hours in a meaningful way, attend his course. Secondly, like James Brown is the Godfather of Soul, E. T. is the Grad Daddy of information graphics. For info geeks like myself, he’s a hero.

From my notes:

9.28.09 | 8:45 AM | Crystal City Marriott

E. R. Tufte walks over and leans against a nearby credenza outside the ballroom as we open our books and start our “read-ahead assignments” while we wait to enter. He cracks a smile and jokes, “Nice books.” He then lets us know that we can take our time, but the room was open if we wanted to go ahead in.

I entered and sat in the second row, just beyond the right-most of the two projectors. I am one of 4 people in the room.

He walks straight up, reaches into my box of books, and grabs one out, beginning to unwrap it himself.

He turns to page three of The Visual Display of Quantitative Information and signs his name, while he asks two rapid-fire questions at once, “What do you do? Where do you work?”

He grabs the next book, Envisioning Information, turns to page three and signs again as he responds and let’s me know he’ll be visiting CMU in November for a pair of free lectures

Here are my take-aways in list form:

1. Always Remember: Do whatever it takes to explain something.
   - Don’t ask, “How can I use data visualization / charting to understand X?”
   - Ask, “How can I understand X” (the method of explanation will make itself clear)
2. In diagramming: linkages (links) = verbs. Annotate and label them clearly and simply.
3. Avoid (and be on the lookout for) “Chart Junk” (Tufteism)
4. “You never need boxes around things. Ever.”
5. You need to include signs of credibility (data) – the reason to believe what is being presented.
6. “Keep an open mind, not an empty head” (Tufteism)
7. People are very good at finding relevant information in a complex visual field. (newspaper sports pages)
   “Something is always relevant to someone”
8. Assume your audience is smart…or smarter than you (they managed to find themselves in a position of authority somehow – how dumb can they be?)
   If they aren’t, make them so.
9. “There is no such thing as information overload, only bad design” (Tufteism)
10. On Supergraphics: Supergraphics are important for many reasons, one of which is that there are many stories or “hooks” in them for the viewer.
11. On figure ground vibration between design elements: 1+1=3 (first line + second line + the interaction between the two)
12. On “fudging figures and data”: Local “Optimizing” = Global “Pessimizing” (Tufteism)
13. On Interfaces: make them 93% content and 7% administrative (and make it minimal)
14. Use Trebuchet for tables on the PC (if you have to) (Tufte is a Mac guy)
15. Sort tables by Performance, not alpha.
16. Don’t get it original, get it right.” (Tufteism)
17. Develop a good routine for presenting performance data.
18. Find a supergraphic you can use.
19. The intellectual model for non-fiction reporting should reporting. Look at science and nature for inspiration.
20. Add data to help with credibility…and DON’T LIE.
21. For “serious stuff” it’s better to spread stuff across space, rather than stack it in time. (Spacial Adjacency)
22. If you want to understand something more, increase the resolution. (Tufteism)
23. On PowerPoint (don’t get him started!): PowerPoint slides represent a breaking point (interruption) within a flow of important information.
24. Information resolution is key.
25. Work to maximize viewer cognition time and minimize viewer “figuring out” time. (“Eliminate impediments of content”)
26. A way to escape “flatland” (the confines of 2D paper space) is to show real object / 3D item whenever possible (Galileo’s Istoria e Dimostrazioni intorno alle macchie solari included an actual pop-up figure)
27. As a consumer, be on the lookout for information “cherrypicking,” blocks to original sources, glibness, smugness, lack of backup information, comparisons, causal an multi-dimensional information. Look for documentation.
28. E.T.’s law: 97% of content in a given field is junk. Our job is to find the other 3%. (Tufteism)
29. On Small Multiples (diagrams using small representations or figures to explain): Small multiples are useful on many levels for comparisons, multivariate data and reliability.
30. The idea of “Know your audience” can often lead to underestimating them. Instead think, “Know your content. Respect your audience.” (Tufteism)
31. Remember Conway’s Law relative to design: BAD organizational structure dictates structure of design.

Tufte on “How to give a good presentation”:

1. Only use PowerPoint as a tool, not a platform for presenting
2. Give a handout (you can still use the screen for movies, charts, images, etc)
3. Use sentences
4. Handout: Side 1 = Supergraphic; Side 2 = State problem, proposal, solution, resolution, etc.

Tufte on “How to prepare for a presentation”:

1. Eliminate Items that damage content
2. Make content better
3. Practice (use videotape if you have to)
4. Show up early
5. End early

The minute he said “end early,” he was done…three minutes early.

After the course, I spoke to him again at his merchandise table as I sorted through a pile of signed press sheets, from which I scored two excellent forms from the Envisioning Information print run.

Firm: Daniel Pipitone (Freelance – Pro Bono)

In the third phase of Emmanuel Christian Church’s new branding effort, I have continued my pro bono work for ECC and redesigned their business papers, including basic #10 envelopes, business cards and stationery.

Their identity includes some evocative elements, including rough-edged illustrative segments and other texture detail that were used to tie things closely to the other ECC materials. You can see this connection well when looking at their recently-redesigned bulletin.

This marks the next phase in ECC’s progression towards a complete extension of their newly created identity. We’ll be working towards future goals of signage and the eventual refresh of their website.

Firm: Daniel Pipitone (freelance – Pro Bono)

In the next phase of Emmanuel Christian Church’s new branding effort, we worked together on the redesign of their bulletin. After some initial usability discussion that resulted in some changes from their current format, we then pre-printed the bulletin shell, which ECC can run through their laser printer week-to-week for customized announcements and promotional information on the mostly blank inside front cover. Overall, this redesign works well to extend their new identity, paving the way for a new suite of highly visible materials that will encourage strong connections between ECC and its the congregation as well as the local Pittsburgh community.

Firm: Daniel Pipitone (freelance)

Results Unlimited Universal is a classic example of a business reviving its formal self and reinventing its presence. After a long hiatus, RUU has asked me to help them reemerge into the event and meeting planning marketplace with a fresh identity. Ready to take on the challenges of planning amidst global logistical and technological complexity, RUU requested a clever mixing of its own personality with a wide-reaching perspective for its new mark.

With help from the illustrative talents of friend Kurt Hess, the delicate “world-in-your-hands” rendering was achieved with strong graphical weight, while also hinting at RUU’s identity from years earlier, helping with recognition.

I’ll be rolling out other materials for RUU in the near future, so be sure to keep your eyes on this feed for more.

Firm: Daniel Pipitone (Freelance – Pro Bono)

The friendly group at Greater Harmony Chorus in Pittsburgh, PA (a division of the Sweet Adelines International singing group) asked for a bit of help sprucing up their identity. I agreed, and donated a bit of logo development.

Using an abbreviated version of the brand exploration process used with Emmanuel Christian Church, I was able to expedite the process for them, making responsible use of everyone’s time. It was a great way to field-test this process again, and I can’t say enough about the ability of this approach to uncover some great insight about a brand’s personality. Thanks again, DK Holland!

As I think about where I am and look back, I consider a few key things:

• If money was no object and nobody else needed help I would spend all my time with my family doing things we love.
• If there were no bills I would quit my job and work on designing things that helped people.
• Reality can be frustrating, and I would much rather do things because I cared about doing them, rather than needing to do them to get paid.
• …more

As I really look closely at things, there is a thread tying many of these things together, and it’s this – I hope one day I find myself in a position to leave behind some work that has changed things in some way. Rather than just making things with limited uses, or temporary purposes, made of paper or things that end up in the trash (hopefully recycling bins), I hope I can leave behind some lasting impact for someone, or some cause.

On the plus side, I can look positively on an item from the recent past that I had almost forgotten about entirely. A few months back I had been selected to be on a list with some of my heroes, all who are dedicated to design for change and labeled as “role models” by an organization named, Creative for a Cause. An honor indeed – some of these folks are seriously heavy-hitters.

• Manufacturing a cellphone uses approximately 1390 MJ of energy and produces 60 kg of CO2 emissions
• A gallon of gasoline has 131 MJ of energy and emits 8.8 kg of CO2
• Manufacturing a cellphone uses as much energy as 10.5 gallons of gasoline and emits as much as 6.8 gallons of gasoline
• Using a cellphone for a year on average uses 4,221 MJ of energy (equivalent to 32 gallons of gasoline) and emits 112 kg of CO2 (equivalent to 12.8 gallons of gasoline)
• replacing a cellphone every 2 years rather than one would save 30 kg of CO2 emissions (about 3.3 gallons worth) and 700 MJ

Source: Fat Knowledge Blog & UMTS report (ESU-services Ltd.)

Bucking the Trend and Dialing it Back

Generally speaking, I tend to go against the grain. I reject trends, I change jobs when I shouldn’t (ask my wife), I ride the bus everywhere and I have the economy cable package (although DVR takes care of the time shifting).

Admittedly, though, until recently I was a BlackBerry user (also known as the “CrackBerry” around my house) with a serious affliction. For the most part it began as a work-related nice-to-have – something all the managers carried – and was a sort of necessity.

It wasn’t until the prospect of ditching the BlackBerry came up that I realized the impact it had on my everyday life. From a purely practical standpoint, I was scanning email 24/7 and perpetually strapped to it. From an psychological perspective, I was always “waiting” for something to come in, and basically like Pavlov’s dog, jonesing to see that “new message” icon in the upper left or for it to ring. Not for any special reason, either – simply because the functionality was there – I was a slave to it in a way. (I’m not alone either)

So the idea of ditching it was undoubtedly for two major reasons: 1) Cut back expenses and 2) Cut back stress (and maybe get some of my life back too) Hey, why not just check email a few times a day – later when I’m standing still – those messages will be there in 15 minutes anyway, right? (tick, tick, convulsion, tick)…and I’ll cut expenses, too.

A Phone I Can Feel Good About

A sort of unintended side effect of kicking the “CrackBerry” to the curb was also realized when I found the Moto W233 Renew phone, by Motorola. It’s literally the first carbon neutral cell phone on the market. It’s made from recycled materials (recycled water bottles to be precise), and what little carbon footprint results from the manufacturing the handset is offset by Motorola with their alliance with Carbonfund.org, getting their official CarbonFree® product certification.

The packaging uses 22% less material, and all the printed matter is on 100% post-consumer recycled paper. A postage-paid envelope is even provided in the box to return your old phone for recycling at no cost.

So I got a bit of my life back, saved some green and made the dent I’m making on the planet a little smaller. Now, if I can just shake the DTs from the email withdrawal…

* CarbonFree® is a registered trademark of Carbonfund.org in United States and Canada

Firm: Daniel Pipitone (freelance)

The identity for Emmanuel Christian Church marks the first step in their approach towards an entirely new branding program. With a renewed focus on outreach and engaging their community in Pittsburgh’s Northside neighborhood of Brighton Heights, Emmanuel is committed to reshaping their church, making themselves more accessible, inviting and becoming a bright spot in their community.

Leading up to this identity redesign, I worked together with Emmanuel’s pastoral staff to carefully consider a range of branding “markers,” including:

Reputation: How well is your organization known?
Esteem: How highly regarded are you?
Relevance: How important are your organization’s mission and activities to the concerns of the audience?
Differentiation: Are there others that do what you do? What makes you different than them? What  makes you the same? Where are the points of  “alignment”?

We also underwent an in-depth profiling exercise (as outlined by DK Holland in her book, Branding for Nonprofits), where we looked closely across a spectrum of issues in order to craft ourselves a creative brief to work against. These items we examined were:

• Profile
• Context
• Positioning
• Audiences
• Personality
• Current  Situation
• Budget
• Schedule
• Design Media
• Technical / Practical Requirements

Following through on this examination proved incredibly valuable in helping us uncover many of the reasons why Emmanuel stands out among many established and emerging churches. The results of our preliminary work together provided the basis for an identity and branding program that not only stands out among other Christian evangelical churches, but has made Emmanuel confident they now possess a voice that expresses their core values and personality as closely as possible.

// Emmanuel Christian Church Background /

According to Tom Fodi, Associate Minister of Community Involvement, Emmanuel Christian Church exists to:

1) Proclaim that Jesus is Lord (preaching and teaching), 2) Love God (worship), 3) Serve the world (community involvement), and 4) Witness to humanity the salvation made available through the sacrifice of Christ.

With a built-in dependency on a third party database and inventory provider, All Foreign Auto Parts needed to approach their site redesign carefully. Taking into account the limitations on their functionality, technology requirements and their connection to their inventory system, we worked together to build an “acquisition point” for those wanting to search for parts using their tools.

Because their database / inventory provider imposed strict restrictions on technology that could be used on their server, I provided All Foreign with a minimal number of pages that functioned as a portal to their third-party-hosted search mechanism. All interface elements and navigational items were built using CSS and a lightweight jQuery gallery.

Visit the All Foreign Auto Parts website >

// All Foreign Auto Parts Background /

All Foreign Auto Parts is a small family-run used auto parts supplier with a big online business. With a very successful eBay storefront, All Foreign has managed to build a very strong national reputation as a quality  parts resource — with experience and reliability — especially among their commercial customers, including dealers and collision shops.

Firm: Daniel Pipitone (Freelance)

Well, it’s official…CASA of Allegheny County is going green, and I am proud to be helping them get there.

CASA is kicking off a move to a more economical electronically-focused communications strategy, both to trim back costs and to broaden their reach in an environmentally-conscious way.

To notify their audience who normally hears from them then via print, I have developed a postcard for a blanket mailing. This is the first step in our working together to begin slowly directing traffic to the CASA website for quarterly newsletters, event invitations, and other types of materials that have been previously printed.

/ CASA Background /

CASA of Allegheny County is a truly special client. CASA works hard for one sole purpose — children. They act as a child’s advocate in the courts in situations of abuse, neglect and family-centered issues, when children otherwise would have no voice.

View all the CASA materials >

Visit CASA’s Website >

For this month’s special “winter” edition podcast for Lotuspike, the founders put together a series of winter-inspired tracks, including some custom made experiments prepared for the season. Winter Trail Pt. 1 was my contribution. A bit unpolished, and slightly on the muddled side, I am hoping to fix it up a bit more later, as well as develop Pt. 2.

Firm: Daniel Pipitone (Freelance)

Following on the heels of a well-received FY07 Annual Report, CASA of Allegheny County again planned an announcement of their milestones for FY08. This time, not surprisingly, a smaller budget necessitated a more straightforward approach to the communication of CASA’s successes for the year.

Using a single-fold standard-sized self mailing postcard, I designed a simple and warm piece featuring kids holding their “grade” for CASA’s performance this past year!

/ CASA Background /

CASA of Allegheny County is a truly special client. CASA works hard for one sole purpose — children. They act as a child’s advocate in the courts in situations of abuse, neglect and family-centered issues, when children otherwise would have no voice.

View all the CASA materials >

Visit CASA’s Website >

Firm: Software Engineering Institute

To support newly upgraded and enhanced security within the SEI’s main building in the Oakland area of Pittsburgh, a glass enclosure was installed with security badge access points. With a great opportunity for a branded environment, I have designed an application of the SEI signature for the glass and installed using a “frosted” vinyl application.

/ SEI Background /

The Software Engineering Institute is a federally funded research development center (FFRDC) affiliated with Carnegie Mellon University. The SEI’s mission is to advance the state of practice for software engineering and related disciplines.

Some great ideas are short-lived, and unfortunately MarioLemieux.com has been taken down at the time of this post…

I handled all design for the MarioLemieux.com website, which included plans to support online memorabilia sales, multimedia features and links to Mario’s partner organizations.

/ Mario Lemieux Background /

Mario began his pro hockey career at the bottom rung when he joined the Pittsburgh Penguins in 1984. The worst team in the NHL, with little fan support, the Penguins were a textbook example of hockey failure. Within seven years Lemieux led them to back-to-back Stanley Cup titles.

Working hand-in-hand with Mario Lemieux’s organization has truly been an honor. Not only has it been an opportunity to cross paths with one of the greatest athletes of all time, but it has also been a chance to see a truly gracious and charitable person at work.

His work with the Make-A-Wish Foundation, his establishment of the Mario Lemieux Foundation, dedicated to Hodgkin’s and cancer research and his overall community involvement make him a truly powerful force for the greater good.

Firm: Daniel Pipitone (freelance)

Taking into account the founder’s “vision,” an identity was created surrounding the idea of that Vision Marketing Group (VMG) is committed to working with clients who “understand the value of strategic thinking and appreciate how far our vision can take them.”

With this in mind, an identity was created to help launch VMG into their market with a clear focus and the ability to make an immediate emotional connection with potential clients. An enlightened feel and emotive “sunburst” graphical approach carry the identity.

/ VMG Background /

While their roots are planted in Western Pennsylvania, Vision Marketing Group’s reach extends far beyond. From their base in Punxsutawney, and with offices just outside Pittsburgh, the founder and his three sons work with an array of specialists in fields from branding to broadband, from market positioning to multimedia, from copywriting to corporate identity.

Visit VMG on the web >

Firm: Daniel Pipitone (freelance)

Previously, Advanticom already had a well-established name for itself nationally as a leader in IT services, consultation and technology infrastructure.

With a shift in focus and a new value proposition, Advanticom sought to reinvent themselves with a new identity to set them apart even more so.

I first participated in an intensive market research study and the crafting of a comprehensive communication plan. Once a clear strategy emerged, I began by creating the new identity system and worked with Advanticom to integrate the new mark into their corporate culture.

/ Advanticom Background /

Advanticom is in the business of designing, engineering, assembling and servicing IT solutions that help organizations become more efficient and more productive. Their strategy is simple: recruit people with the right experience and talent, cultivate knowledge and business savvy, and create a culture of excellence from top to bottom. It’s a strategy that produces powerful solutions for their clients.

Visit Advanticom >

Firm: Daniel Pipitone (freelance)

For communication with the general public, I created a brochure system for CASA of Allegheny County that used an insert approach. Using die-cut tabs, any in a series of information cards can be substituted for the different types of audiences CASA reaches out to, including potential advocacy volunteers, donors or the general community.

/ CASA Background /

CASA of Allegheny County is a truly special client. CASA works hard for one sole  purpose — children. They act as a child’s advocate in the courts in situations of abuse, neglect and family-centered issues, when children would otherwise have no voice.

View all the CASA materials >

Visit CASA’s Website >

Firm: Daniel Pipitone (freelance)

A fresh identity was created for Revolution Wellness to introduce the health and wellness start-up to potential investors, subscribers and used for all marketing materials, including sales / proof-of-concept presentations.

“Active lifestyle” and “lightness of being” were the watchwords for this identity’s creation. An important requirement was for the mark to become a personality that struggling dieters might be able to connect with on an emotional level easily and without intimidation.

Exercise and nutritional awareness are the keys to this plan, but they make no promises it will be easy. Revolution Wellness offers a strategy for holistic wellness through a total lifestyle shift.

/ RevolutionWellness Background /

RevolutionWellness is the result of one man’s heartfelt desire for wellness. A personal search for a balance in diet, exercise and emotional well being led to a platform from which he could share his research and plan for healthful success.

Visit RevolutionWellness.com >

Firm: Daniel Pipitone (freelance)

Working directly and closely with the artist, Ben Cox, I was responsible for translating his musical vision across the packaging and artwork for his debut CD, On Water on the Lotuspike music label.

Artists Statement:
“The music on this album rejects the notion that music must make a narrative statement, and instead embraces the idea of music as an organized sonic experience. These pieces are not portraits; they are rather landscapes or still-lifes.”

/ Ben Cox Background /

Ben Cox has been a musician for twenty-five years and a recording engineer for fifteen years. His lifelong interest in music has taken many forms over time, from playing trumpet in jazz bands to singing bass in an informal renaissance music group. His interest in electronic music follows from interest in experimentation with musical formal structures, metrical and rhythmic complexity, and the wide sonic palettes made possible by electronic instruments and electronic manipulation of acoustic sound sources. His musical works reflect these interests, and have been heard in television and radio advertisements, installation projects, and at trade shows, in locations ranging from Indiana to Australia.

Visit Ben Cox on the Lotuspike Website >

Firm: Giant Ideas

I handled all asset design and maintenance of the Pittsburgh Opera website for the 2005?2006 seasons. Much of the artwork is based on the illustration of Michael Gibbs.

/ Award /
2005 ADDY
Illustration Campaign

/ Pittsburgh Opera Background /

Pittsburgh Opera is a world-class opera company with some of the brightest vocal and music talent of our time. Each season is a fresh new lineup of operas, both classics and reinterpretations, presented on a grand scale.

View all Pittsburgh Opera Materials >

Visit the Pittsburgh Opera Website >

Firm: Giant Ideas

I was responsible for design and production of collateral brochures, performance programs and posters based on the illustration of Michael Gibbs.

/ Pittsburgh Opera Background /

Pittsburgh Opera is a world-class opera company with some of the brightest vocal and music talent of our time. Each season is a fresh new lineup of operas, both classics and reinterpretations, presented on a grand scale.

Visit the Pittsburgh Opera Website >

/ Award /
2005 ADDY
Illustration Campaign

Firm: Daniel Pipitone (freelance)

At the outset of the project, RevolutionWellness was only an idea on paper. After an extensive logo exploration and settling on an identity and positioning strategy, RevolutionWellness.com (link retired) was created as the vehicle for building the program’s subscriber base.

The website presented the entire plan approach and background research to interested users. It also acted as the initial contact point between plan users and the company, with contact form and planner tools, including a BMI and calorie calculator.

/ RevolutionWellness Background /

RevolutionWellness is the result of one man’s heartfelt desire for wellness. A personal search for a balance in diet, exercise and emotional well being led to a platform from which he could share his research and plan for healthful success.

Visit RevolutionWellness.com > (link retired)