DI: What is the main principle, idea and inspiration behind your design?
RB : The beauty of this project is in the story. Evan Reiman was an Entrepreneur and Screen Printer by trade and was taught these skills by his Father who was an influential figure in his life, but who had passed away. This series was a memorial to Evan’s father who was the last person in New Zealand to complete an apprenticeship in creating lead light windows, so the inspiration was to honour his memory by creating a special series of cards we felt passionate about. Sadly, Evan has now also passed away – so they are now a double memorial and tribute.
DI: What has been your main focus in designing this work? Especially what did you want to achieve?
RB : To bring a story to life whilst illustrating the design capabilities and technical production excellence. Stained glass windows are beautiful when backlit by the sun and also a unique way to showcase the design and printing process. The design really comes to life when the cards are held up to a window. I researched images as they would be telling the story and evoking emotion. The objective was to capture the feeling of the awe and wonderment you feel when observing stained glass windows backlit by the sun. Although there is no religious message in the project, I was looking for strong imagery that would not only showcase our passion for the cards, but would invoke a feeling of quiet contemplation, as if the observer was in a cathedral, appreciating the craftsmanship and remembering a loved one.
DI: What are your future plans for this award winning design?
RB : No plans – they are memorial pieces now. The business Flexicon is no longer in existence and I am no longer involved in these products.
DI: How long did it take you to design this particular concept?
RB : Project took 6 weeks from design to production completion.
DI: Why did you design this particular concept? Was this design commissioned or did you decide to pursuit an inspiration?
RB : This design was inspired, not commissioned. It was a combination of memorial and promotion for the business.
DI: Is your design being produced or used by another company, or do you plan to sell or lease the production rights or do you intent to produce your work yourself?
RB : No.
DI: What made you design this particular type of work?
RB : I thought the products were beautiful. I had been in 11 years of full-time employment in a design agency when I met Evan and discovered these products. I loved them so much and spent many weekends and late nights helping with their creation, before making the decision to leave agency life and work full-time in the business.
DI: Where there any other designs and/or designers that helped the influence the design of your work?
RB : No.
DI: Who is the target customer for his design?
RB : The product was very high-end. The target customers were people who wanted to invest in high quality and unique promotional items and cards for their businesses.
DI: What sets this design apart from other similar or resembling concepts?
RB : A very high standard of production and the design process involved will be hard to follow, they were virtually hand made. They are silk screen printed on a clear plastic stock utilising a process called Opaque Barrier Technique, clear is treated as a colour to create a myriad of effects unlocking the full design potential of the stock. Artwork was formatted using a unique and highly-skilled process that ensured accurate registering of colours, positioning and the sequence of ink layers before film was output. A pearlescent seal and UV overgloss were added to embellished and complete the design.
DI: How did you come up with the name for this design? What does it mean?
RB : ‘The Passion of the Card - Lead light Series.’ We were really passionate about the business and the craft. The Lead light part references the memorial tribute to Evan’s father.
DI: Which design tools did you use when you were working on this project?
RB : Adobe Illustrator, Photoshop, screen printing film and processes.
DI: What is the most unique aspect of your design?
RB : I think what made them so unique was that they were virtually hand made and the craftsmanship showed.
DI: Who did you collaborate with for this design? Did you work with people with technical / specialized skills?
RB : We were a small team and everyone was very highly skilled and specialised at every stage of the project.
DI: What is the role of technology in this particular design?
RB : Technology played a big part in the technical production process. Film work was generated from Mac and Adobe Illustrator.
DI: Is your design influenced by data or analytical research in any way? What kind of research did you conduct for making this design?
RB : No, the design is not influenced by any data or analytical research. My research was visually based and I was looking for images to convey the right emotion.
DI: What are some of the challenges you faced during the design/realization of your concept?
RB : The most challenging part of this design activity was the production of the cards. Preparation of the artwork files for film output had to be 100% accurate. The screen printing could be challenging as each colour was printed and dried on a rack before the next colour could be added.
DI: How did you decide to submit your design to an international design competition?
RB : I was invited to submit. Even though the work is historical, I don’t believe that matters. It was a lovely opportunity to share the story behind the project.
DI: What did you learn or how did you improve yourself during the designing of this work?
RB : I improved myself by learning new skills about the screen printing trade. I have always had sharp focus when creating packaging technical artwork, but outputting film-work for this process required huge attention to detail.
DI: Any other things you would like to cover that have not been covered in these questions?
RB : Not everything we create as designers is about the hard-sell or work we can even charge for. Some are just for passion and good design is timeless.