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Cynthia Oswald

Surface Design, Fine Art + Branding for Creatives

graphic design

Creating a Style Guide

Website Success Tips

Creating your brand cheat sheet

I am excited to share some important things you want to be considering when it comes to the visuals you have on your website and something I always create for my clients is a brand cheat sheet (also known as a style guide). 

A style guide is a cheat sheet for yourself that helps you stay consistent and cohesive throughout your website and your communication platforms. Examples of this would be when building an email template, building or editing different aspects of your website, or when creating social media graphics. In addition to creating brand cohesion, having a brand cheat sheet allows you to work so much faster! You aren’t wasting time trying to figure out what color you used last time, what font did I use as my body font, etc. 

Brand cheat sheets are pretty simple to make, I would suggest using Canva or Adobe Express to make one for your business if you don’t have one already. Listed below are some things to include in your brand cheat sheet if you are creating your own.

What to include on your website brand cheat sheet

Hex Colors

What are hex colors? They are color codes that have a hashtag followed by a combination of six digits (can be letters or numbers or both!). For example, one of my hex codes is #3C462D — the super secret code for the dark green in my branding. 

How do I find out what the hex codes are for my brand colors? If you have the color makeup for your brand colors in CMYK or RBG you can convert to HEX here: https://g.co/kgs/Tynft2

I would suggest having 3-5 hex colors for your brand. You should be able to use these hex codes throughout your email marketing, social media, and website seamlessly.

Fonts

It is always nice to outline the fonts you are going to come across throughout your branding. Having two to four font treatments gives you some great variation to make your brand stand out. The two types of fonts you want to make sure you include are a headline font and body copy font and make sure they flow well together.

Logos

All variations of your logo—horizontal, vertical, square, emblems, one-color, full-color, etc.

Brand Imagery

Images you want to show alongside your logo. You want these to be cohesive with your brand and serve as examples of what type of imagery you want to use and want people to associate with your brand.

I hope the tips above help you create a quick style guide that serves as a catalyst for brand cohesion in your business if you do not have one already. 

Putting Passion to Work

6 Steps to Ignite Your Creative Passion:

For the last few months, I’ve been diving deep into my own creative mission. Taking the time away from client work to focus energy on my own creative passion has been essential to the success of my creative career. Personal self-expression is at the core of every creative person—so if I’m not creating outside of work—for the sake of the process—I start to feel restless. Work fueled by my own curiosities and interests allows me to be self-expressive. In doing this type of work I end up understanding more about my own driving desire(s). Spending the time to follow my passion brings meaning and purpose to my life and work. Additionally, it naturally helps to lead my career in a direction that fits who I am in work and life. For those of you in creative careers who want to get started on your own passion projects, I’ve outlined the six essential steps to get you started below.

Step 1. Identify your Passions

In Robert Steven Kaplan’s book, What You’re Really Meant To Do, he encourages readers to take time to reflect over moments in your life where you felt like the best version of yourself. It’s important to spend time doing this, as you might not be able to recall these moments right away. As you remember events, make a list. Spending time focusing on and remembering what makes you happy will not only help you figure out what you should be doing, but it will attract more of what you love in your creative career. What were you doing during those moments? The answers might surprise you. Most likely they won’t be linear. They could easily cross over multiple fields of interest. Those moments of happiness should give you an inkling as to what interests you and what you can explore next. Kaplan explains, “Passion is the essential fuel that allows us to find a professional home, to hang in there, and to work through our weaknesses. It gives us a reason to keep fighting to get better.”

Step 2. Attach a Purpose

Next, start brainstorming possible projects related to the ideas you are most passionate about. What problems can you solve by means of visual communication? Is there a particular message you want to convey to the viewer? Who is the viewer? Decide the purpose of the project. Having a goal for the end result will help you stay engaged throughout the life of the project.

Step 3. Select a Medium.

The beauty in crafting your creative career is that you are able to choose all of the pieces. One of the most important items to consider is the medium. What type of skills do you already have? What type of work would you like to be doing? How can you bridge that gap and learn a new skill? Or is there a medium—tactile or digital—you desire to be working with? In addition to the way you will create the work, you need to think about the medium of the final piece. For example, if you were going to create a poster series to promote a local cause in your community, you might be thinking about printed posters as well as a social media campaign. How can the design be created in a way where you are able to use it for both? Outlining all of the ways you plan to bring this project to life is an essential step in the process.

Step 4. Create a Schedule.

Conceptualizing is the fun part. Most designers enjoy this process—especially when there is no monetary value attached to the end result. But exploring your own passion project takes discipline. Set the project up just like you would for a paying client or employer project. Solicit help from a project planner to hold you accountable. Give yourself time to do the work, but commit to your deadlines. Create a deadline to launch and find a way to hold yourself accountable. Share it socially, solicit another designer as an accountability partner, or reward yourself with something only once it is complete.

Step 5. Share Your Work.

Your work achieves nothing if it remains unfinished or sits privately on your hard drive or in your closet. Part of the purpose is to share your work! If it’s appropriate, share the process or wait until the work is complete to unveil it. It will resonate with your audience so don’t worry about how many people like it, or how much attention it gains—do it for yourself. Share it so that it can reach others who will also enjoy it. This could create opportunities for collaborations, springs new ideas, or may connect you with your target audience (or employer).

Step 6. Fail and Repeat.

Realize that failure today doesn’t necessarily mean your project won’t go somewhere in the future—directly or indirectly. It is very easy to fall into the self-comparison trap, especially with social media. Healthy competition can be a good thing but allowing insecurity to keep you from being your best self is a trap. Even the most successful people fail from time to time. Remember that part of the joy of being in a creative career is the process itself. Stay connected with your motives, strengths, and passions throughout the process. Try not to be concerned with a particular outcome—instead create the work in connection with yourself, using your unique vision and voice. Just when you think you are finished, start again with step one.

Conclusion

When I was just starting out in my career I made a lot of decisions based on fear of failure. I was afraid of listening to my gut and following my passions. At that time, I had not mastered the ability to tune others out and focus on the desires of my own heart. It’s amazing how many successful people—people I admire—came up against failure during their careers. Beatrix Potter was a childhood favorite of mine. Her work always inspired me and helped me to see the magic in everyday life. She explored her curiosities from a young age, studying animals and nature. Her famed book, Peter Rabbit, originated in a letter to a friend. She decided to find a publisher for it when picture books became trendy almost 10 years later, in the late 1800s. She printed the first copies herself and sold out in two weeks. Only then was she able to convince a publisher that it was worth their while. At the age of 36, Beatrix began her career as a storyteller and artist. I turn 36 in a few short months. Her story inspires me to chase harder than ever after the things I’m passionate about.

References:
Robert Steven Kaplan. What You’re Really Meant To Do, A Road Map For Reaching Your Unique Potential. Boston, MA: Harvard Business School Publishing, 2013.

Susan Denyer. At Home with Beatrix Potter: The Creator of Peter Rabbit. London: Frances Lincoln, 2009, 6-13.

Designing Your Career for Happiness

It was the summer of 2013 … I was approaching 30 years old and I started getting restless. My career was taking off. I was the Director of Web Design and e-Business Development at a high-end printing company. We worked with museums, galleries, and many well-known artists to develop their websites and printed promotional materials. We were in the process of rebranding our Studio’s website when things started taking a turn for me. I began taking notice to what made me most happy. I especially enjoyed doodling during customer service calls. Or when my co-worker, Brendan, would give life to a dying bug by sketching a speech bubble which read, “Where have you been all of my life? It’s almost over …” or “I’m dying to see you!” He would leave them on our officemate’s desk as a warm welcome. The hilarity was perfection. This makes it sounds like I was a slacker, but that wasn’t the case at all. I just knew I could be enjoying my work life a little more. So I started to discuss this idea with Brendan, “You know those people—the people who are always happy? I want to be more like that.” I knew that what had originally attracted me to a creative career was somehow lost over time. I wish I could tell you that I opened an Oreo and voila, my career changed in an instant but that’s not how it worked. Instead I’m going to give you some practical advice and references you can use to design your creative career for happiness.
dead bug illustration Oswald

Step 1. Make a decision to change.

Don’t just accept things as they are. Instead be bold enough to make changes. I have a friend who is an exceptional artist, illustrator, and designer—her talent and abilities far outweigh my own. She’s always commenting on how lucky I am to get the jobs I get. Luck has zero to do with it. Accepting things as they are keeps you small. It’s so easy to get comfortable and let fear get the best of you. If your initial reason to be in the creative field has become lost, it is time to make a change. For each person this will look different. I suggest digging through your local bookstore for some inspiration. What finally kicked me in the rear was Jen Sincero’s book You Are a Badass®: How to Stop Doubting Your Greatness and Start Living an Awesome Life. The yellow book cover and the word “Badass” immediately made me happy so I went with it. Jen’s whimsical sense of humor and storytelling sucked me right in and I began taking action.

“When you up-level your idea of what’s possible, and decide to really go for it, you open yourself up to the means to accomplish it as well.”

— Jen Sincero1

Jen made it clear that I needed to make a bunch of uncomfortable life choices and stick with them. So I did.

Step 2. Identify what makes your heart sing.

In a world where we can be “all the things” it’s hard to narrow your focus and your expertise. I knew that I wanted to spend more time illustrating but that’s all I could really muster up. How in the world was I going to transition from a Director of Web Design to creating brilliant illustrations? What do I even want to illustrate? These were—and sometimes still are—the questions roaming in my brain. One way to identify what makes your heart sing is to think back on a time when you created something that made you happy. You love this “passion project” for its final form, and you enjoyed the entire process of creating it. Remember it by writing it down.2 It could be as simple as a napkin doodle or more complex like the invention of a portable computer accessory. You may not be able to recall these moments right away. In fact, I recommend asking yourself this question and then sleeping on it—maybe even for a few weeks. As you recall events jot them down so you don’t forget. Spending time focusing on and remembering what makes you happy will not only help you figure out what you should be doing but it will attract more of what you love in your creative career. For me it ended up being a blend of food and illustration. I landed a part time job where I created watercolor illustrations of food which allowed me to grow my business on the side.
botanical watercolor illustration veggies vegetables

Step 3. Write out your creative goals.

When you have a project to complete it’s easy to create a task list. You envision the final product and then work backwards—creating a schedule based on everything that is needed to get you to the final. When you’re redesigning your creative career to cultivate more happiness in your life don’t worry about having an elaborate Gantt chart. Take time to figure out what it looks like. Create a schedule or a list of goals if you need it, but I like to think this process is a bit more magical than a to-do list. Why not use your intuition to start the process? Ask yourself what you truly want out of your creative career and see what comes up over the next few months.

While I was at a conference in San Fransisco I visited Muir Woods National Park. It is such an incredibly beautiful place. After being awed by the enormous trees and how the light moved through the forest, I visited the gift shop to see what the local artists had to offer. I came across this beautiful little container. The top piece had been carved from the wood of the forest and inside was a little piece of paper that read, “The Legend of the Dreambox (often attributed to Lemuria) suggests writing down your fondest dream, greatest desire, strongest wish on a small piece of paper and putting that paper in a Dreambox and placing it beside your bed. Every evening as you retire and every morning as you rise hold your Dreambox and think of your dream believing with all your heart that it is so. Legend has it if done faithfully … your dream will come true.” Since then I’ve filled out two sheets of paper front and back full of my greatest desires. The first page has 15 different work and life desires that I wrote in 2013. All but 2 of them have been achieved. Ranging from paying off my debt and running my own creative business from home, to meeting/marrying the man of my dreams. I’m not sure it’s the “Dreambox” per-say or the mere fact that I simply wrote them down and had faith they would happen.

Step 4. Work on your passion projects.

What would happen if you spent time designing or illustrating for your own happiness—creating passion projects? Creatives are highly passionate individuals. Otherwise why would we subject ourselves to a career whose financial stability coined the phrase “starving artist”? We live and breathe to create. It wakes us up in the middle of the night. As designers we start our career inspired by our inner creativity. When we fill every last ounce of our working hours on client work we sometimes lose our initial inspiration. It’s worth carving out the time to create for yourself whether you are planning to make money or to simply gratify yourself. Jessica Hische launched her lettering career by working on her “Daily Drop Caps”—a true labor of love. She’s created a successful career by making the time to explore her own interests.

“The work you do while you’re procrastinating is probably the work you should be doing the rest of your life.”

—Jessica Hische3

My own personal projects receive twice the amount of attention as my client-related posts. I don’t know if the audience can sense my excitement or if they genuinely like what they see. Either way it’s clear to me that when I show passion for what I’m working on my customers are excited too. Nine times out of ten I generate more business from those posts. Slowly but surely I’m seeing my project list grow into work that I’m excited about. After 2 years at my part time job I was able to launch my creative business working from home doing what I love. It wasn’t until I took inspired action toward understanding my creative preferences that my career started to shift. While I can’t accredit one specific passion project I have a big list of tiny projects that made a notable difference.

Step 5. Move forward with perspiration and positivity.

Almost every time I create a time consuming piece of art I get to the midway point and think what’s the point? I enjoy the creation process it’s just that I can’t quite see how the piece is going to turn out and I’m not sure if it’s what I initially envisioned. Self doubt and fear start to cloud my judgement. I have to intentionally cheer myself forward. Something tells me I’m not alone here. The good news is that studies show creative people tend to have the ability to delay gratification.4 Thomas Edison conducted 2,004 experiments, using different materials before he invented a working lightbulb. Which explains his quote, “Genius is one percent inspiration, ninety-nine percent perspiration.”

So then how do we move forward and perspire? Through positivity. It’s so easy to give up and get distracted. It’s crucial to stay connected to your initial inspiration. When you begin a project envision how it will make you feel to complete it. Write it down so you can recite it when you lose sight of your original goal. Maintaining a positive attitude takes intentional practice. When you hear the tired, old sayings of negativity playing out in your mind use them as a trigger to remember the positive. Overtime it will become much easier. Not only will the attitude shift help you complete more work but you will expand your reach. In Stephen Covey’s book Seven Habits of Highly Effective People the first habit is being proactive. He shares specifically how proactive people have a positive energy and how that benefits their reach—in other words their audience. “Proactive people focus their efforts in the Circle of Influence. They work on things they can do something about. The nature of their energy is positive, enlarging and magnifying, causing their Circle of Influence to increase.”5 When in doubt focus on what you can do right now in this moment and keep moving forward.

Let’s recap.

The first step is identifying that a change is needed. Don’t get overwhelmed by the tiny details of getting from point A to point B. Designers are planners so we tend to turn everything into a project to-do list. Start out by just recognizing that a change is needed and sit with it for a bit. Take notice of the little things that make you happy in your everyday life. Your brain will start thinking creatively for you in the background. Write your perfect day-in-the-life, or list major accomplishments or desires and keep them somewhere close by to review them when you start feeling lost. Start chipping away at your career dreams by working on passion projects that make your heart sing! This will lighten your mood and help your business thrive. Customers love seeing what you are doing outside of work and might even hire you to create something similar for them. Stay aware of the negative self talk and turn those stories into positive ones. When you are lost just do what you can with what you have in any given moment.

When Brendan started cutting out speech bubbles and placing them next to the dying bugs he was certainly living in the moment. The belly laughter that followed will never be forgotten. I’m still confused as to why there were dying bugs in our office anyway? The building was clean. The office was clean. I like to think they were dropping dead in our office to illustrate the impending doom if we chose to stay there. What hints are showing up in your life that it is time to make a change? They could be as subtle as a dying bug or as big as not having your mortgage payment. Make the decision to change and trust in the process.

SOURCES:
1 Sincero, Jen. You Are A Badass, How To Stop Doubting Your Greatness and Start Living An Awesome Life. S.l., Running Press, 2017.

2 Robert S. Kaplan (Author). What You’re Really Meant to Do: A Road Map for Reaching Your Unique Potential. 21 Sept. 2017. Referencing pages 69-70

3 Hische, Jessica. “Procrastiworking Poster.” Jessica Hische, buystufffrom.jessicahische.com/product/procrastiworking-poster. Accessed 18 Sept. 2017.

4 Dacey, John S., et al. Understanding Creativity: The Interplay of Biological, Psychological, and Social Factors. San Francisco, Jossey-Bass, 1998.

5 Covey, Stephen R. The 7 Habits of Highly Effective People. Provo, UT, Franklin Covey, 1998.