A seven step process for exceeding expectations in graphic design ... with garlic! This presentation is part of Confessions of an Undercover Naturopath, a new Lot:21 series by Roz Swartz Williams (Writer, Graphic Designer) that conveys informative concepts by illustrating the creative parallels between business functionality and the natural world. This series is the result of Roz's continuing fascination with natural remedies and the healing power of nutrition. Learn and enjoy!

1. CONFESSIONS OF AN UNDERCOVER NATUROPATHIC DESIGNER:
THE 7D APPROACHTO MEDIA
DESIGN SUCCESS … WITH GARLIC!
Lot:21 Design 2015

2. Design, like any creative endeavor, is a process. Sometimes design brilliance occurs
by chance, but exceptional design is usually the result of a series of steps, guided by
intention and deep preliminary analysis.
We’re going to talk about seven steps in the design process and, since I’m a
designer who’s an undercover naturopath, we’re going to learn a little about …
garlic!
Lot:21 Design 2015
THE 7D APPROACHTO MEDIA
DESIGN SUCCESS …WITH GARLIC!

3. Of all the most nutritional foods to consume, garlic is at the top of my
personal list for great health.
It also offers an interesting parallel for discussing the process of design.
Let’s talk about it.
Lot:21 Design 2015
THE 7D APPROACHTO MEDIA
DESIGN SUCCESS

4. Talking about it is how the door to a new project gets opened.
A prospective client calls you, Skypes you, emails you, texts you,Tweets
you. It begins with a DIALOGUE.
Ask a lot of questions. Gather intel.Take good notes.
The opening dialogue can yield essential information, but, like cooking with
garlic, you have to skillfully extract it.
In this first conversation, you discover your client has a …
Lot:21 Design 2015
D1 = DIALOGUE

5. Desire. Every creative project begins with a DESIRE.Your client has a
message they desire to send, a product they desire to sell, a service they
desire to offer.
The client comes to you with that desire in hand and wants you to make
it happen. Wants you to make it compelling. To do that, you have to find
its …
Lot:21 Design 2015
D2 = DESIRE

6. Definition.
Notice the outside of a garlic bulb is covered with a thin, papery skin.
Accordingly, the starting concept you’re given to work with may be a
little thin, a little papery and translucent, not fully thought out or
clearly articulated yet.
Just the shell of an idea housing an essence that could prove to be
quite powerful.
Lot:21 Design 2015
D3 = DEFINITION

7. Your job as a designer is to peel away that layer and see what lies
beneath. Find out what your client really wants to say or do or sell.
Define the target audience. Define the desired outcome.
Ensure that you and your client are in agreement on the definition of
the project because ...
Lot:21 Design 2015
D3 = DEFINITION

8. Definition is the most important part. Definition will inform
and direct the entire workflow.
Be thorough with this.
If you don’t, you may by chance come up with something so
that your client is overwhelmed by your creative genius and
on board …
But more likely, you’ll totally miss the mark and your client will
disappointed.
Lot:21 Design 2015
D3 = DEFINITION

9. So now you’ve peeled away the thin outer layer of the garlic bulb and
extracted a few cloves. Each clove represents an idea. Each clove has a
tougher skin surrounding it.
Just as each garlic clove has its own size and contours, your client has
some ideas, some preconceived notions, some established
conventions, some thoughts and opinions and tastes.
It can be a little tough to get your client beyond this layer of tried and
true, of doing what has always been done.
Lot:21 Design 2015
D4 = DEVELOPMENT

10. Your job as a designer is peel away the barriers that exist and take your
client to a good place.
To a fresh perspective.
How can you support or enhance your client’s brand?
Lot:21 Design 2015
D4 = DEVELOPMENT

11. Get to the heart of the message to be conveyed. Grab a pencil and start
sketching concepts.
This the development phase. Experiment. Mind-map.
Keep peeling away that tough inner skin until you discover the heart
and can begin your design.
Lot:21 Design 2015
D4 = DEVELOPMENT

12. Here is where you bring the project to life.
When that inner skin is peeled away from the clove itself, there’s a
sudden burst of aroma! In the heart of the clove are its flavor and life-
giving nutrients.
To release garlic’s immune-boosting elements, you must crush the
clove.
Likewise, crush your design.
Lot:21 Design 2015
D5 = DESIGN

13. Your client should smell the dish cooking before you deliver it the table.
By keeping your client in the loop with samples, drafts, and checkpoints,
you’ll know in advance that the dish is going to satisfy your client’s
palate.
You want your client salivating ... Waiting with fork in hand.
Lot:21 Design 2015
D6 = DELIVERY

14. If you’ve been thorough in the first four steps, the design has come easily
and delivery will be a celebration. Happy campers and exceeded
expectations all around!
That leads to dividends.
Lot:21 Design 2015
D6 = DELIVERY

15. Did you know that garlic has strong medicinal properties that pay
excellent health dividends?
Garlic contains fiber,Vitamins B6 and C, Manganese, and Selenium as
well as Potassium, Iron, Calcium, Copper, and many other essential
nutrients.
Another dividend ingredient in garlic is Allicin, which can play a crucial
role in boosting your immune system.
Cutting, crushing, or chewing the cloves releases garlic’s health-
boosting power on your entire body.
Lot:21 Design 2015
D7 = DIVIDENDS

16. Garlic supplementation can:
• Help reduce high blood pressure.
• Improve the body’s iron metabolism.
• Treat hair loss.
• Act as a natural remedy for acne, cold sores, and psoriasis.
• Treat and prevent colds with its powerful antioxidants.
• Help control weight gain when included in your daily diet.
• Treat athlete’s foot with its antifungal properties.
Lot:21 Design 2015
D7 = DIVIDENDS

17. Here are some interesting and less conventional uses of garlic:
• Use garlic salt to de-ice your walkways.
• Rub a garlic clove over a hairline crack in glass as a temporary
seal.
• Create a natural elixir of garlic, water, liquid soap, and mineral oil
to use as a garden pesticide.
• Use garlic cloves as an enticing bait on your next fishing trip!
Lot:21 Design 2015
D7 = DIVIDENDS

18. A well-executed design project yields dividends, too:
• Satisfaction. Your client’s and your own.
• Repeat business. Your client will likely ask you to serve up
another dish ...
• … and tell friends that you can really cook! Word of mouth
Lot:21 Design 2015
D7 = DIVIDENDS

19. Those dividends will open a new DIALOGUE …
New prospect, new project, new D7 process ….
Lot:21 Design 2015
D7 = DIVIDENDS

20. SUMMARY:
D1 = DIALOGUE. Start a conversation.
D2 = DESIRE. Hear the need.
D3 = DEFINITION. Hone the purpose.
D4 = DEVELOPMENT. Build the concept.
D5 = DESIGN. Execute the project. (Crush it!)
D6 = DELIVERY. Make the presentation. (Crush that too!)
D7 = DIVIDENDS. Next project. Get your saucepan ready.
Lot:21 Design 2015
THE 7D APPROACH TO MEDIA
DESIGN SUCCESS … WITH GARLIC!

21. By Lot:21 Design | Roz SwartzWilliams
Lot:21 Design 2015
THE 7D APPROACHTO MEDIA
DESIGN SUCCESS …WITH GARLIC!