Roots Jam Session 2011

Getting ready to sign the last 353 Limited Edition Roots Jam Session screen prints today…

Roots Jam Session Limited Edition screen prints

Last year I was approached by Keldof Marketing to do the visual branding for the Roots Jam Session under my art arm Recycle Love, and it was great.  Flash forward 12 months and I got the call again from Kevin asking if i’d be interested in being the first designer in the 7 years of the Jam to come back.  Answer; YES.

2011 went much smoother as we had a year under our belt working together, thus allowing me to understand the deliveralbes and associated timelines they needed to hit.  The entire campaign this year came off as much more visually cohesive, from the website to the red carpet drop, the drink menus at the bar, the gobos projecting the logo lockup all over the walls to the complimentary screen-printed tees on the VIP patio lounge.  All-in-all, it was a great experience and an even better event!  Read the official Press Release to see all the artists on stage as well as in the audience. 2012?  We’ll see…

7th Annual Roots Jam Session


BASE Hockey Brochure/Poster is out!

ETC.STUDIOS just finished up the brochure/poster for BASE Hockey in order for them to get their message out via the printed medium.  Not only did we come up with visual direction, but we also came up with the campaign copy… ‘BEFORE ANYTHING…’.

The ideology behind ‘BEFORE ANYTHING…’ is simply that, before anything, think about the base fundamentals to the game.  Sure, hockey involves being an amazing athlete on the ice with impeccable skating skills and crazy endurance. And yeah, everyone wants to be the best, make the team, wear their number, start at their position, win the championship, get the glory, hardware and adulation form their peers, coaches and media.  But before all that, before even stepping on the ice, before anything, you have understand your shot and puck control.  You have to have the right stick for YOU. Not off-the-shelf.  Not what looks the best or what your friends recommend.  But simply and easily, what stick is right for you.  Find your flex, lock in your lie and know your game.

The finished product really looks hot with the help of Teo Hunter pushing the colors on press at his new shop So Cal Graphics!  This man knows printing and gives superior attention to the process so that you don’t lose all your creative in the 11th hour due to production oversight.

So basically, you get two for one!

1. Brochure (unfolded):

BASE Hockey brochure

and, 2. Poster:

BASE Hockey poster

So with finalization of the above brochure/poster, all of BASE’s branding is coming along nicely.  This printed piece is dictating the direction for everything else as we move forward with their 2010/2011 marketing/advertising campaign in both print and online (website coming soon with integrated personal stick customization). For now, we updated the BASE hockey splash page with some of the elements and added in their Facebook and twitter accounts as well. So start following them… NOW! Just kidding. No, really. Follow them.



CHAYA Venice Izakaya Food Fair

The name “izakaya” is a compound word consisting of “i” (to sit) and “sakaya” (sake shop), showing that izakaya originate from sake shops that allowed customers to sit at the premises to drink.  Izakaya are sometimes called akachōchin (red lantern) in daily conversation, because the paper lanterns that are traditionally found in front of the premises in order to attention to possible consumers.  Thus, the simplest idea to promote the event for CHAYA Venice was to put the event copy on an illustration of one of these paper lanterns.  See below.  There, now you know what an Izakaya is. Class adjured.

CHAYA Venice Food Fair

Keep your light shining on!


CBSF10 Anniversary

The year of Anniversaries for CHAYA it definitely has been.  Last October was CB25, then in April came CV20, and now this coming October is CBSF10!  Whew. Lot’s to celebrate from the CHAYA Restaurant Group.

CHAYA Brasserie San Francisco 10th Anniversary

So this time around, we decided to really try for an old Belle Epoche style, evoking the feeling of historically French wine and champagne posters of yore.  Great feedback from everyone that has seen it, specifically the folks at CHAYA.  Glad we could do something so classical.


GLR//AOH Photoshoot

ETC.STUDIOS was asked to become the creative resource for Golden Leaf Records back in 2009 and has slowly been working on it’s branding, not only for the label as a whole, but also for each of it’s artists.  Initially that simply meant creating the GLR logo mark along with a clean splash page in order to establish a small internet presence as we build up some working capital.  It also meant creating and streamlining each of it’s 3 artist(s) myspace pages: Midwest (Lancing, MI) rapper Jordis, European (Oslo, Norway) Pop sensation Michelle Purvis and local (Venice, CA) Rock quartet Anatomy of Her (AOH).  Below is the first photo session we did to establish a strong look and feel for AOH.  Although it may have felt low-budget on set (and believe me, it was), the band I met multiple times to discuss concept and direction. We ended up doing a late-night, impromptu, set shot inside Venice hideout ‘Townhouse’, just steps away from the famous Venice lights arching over the Windward entrance to the heart of the Venice Beach Boardwalk.  We were lucky enough to have another photographer, Sean MacCuish, join in last minute to help get more images for the bands promotional uses.  His help was intricate in our success.  Thanks Sean.  We are more than happy with the outcome. Hope you are too…

Anatomy of Her (AOH) Logo
Anatomy of Her