HOW Design Live Speaker Frank Baseman On Design Lessons

The older I get, and the longer I work in the graphic design profession, the more I come to realize that “plum jobs”—those projects that one can only dream about—don’t come around every day. This may seem very obvious, but the further one gets from design school—where at times the only creative restriction on a student’s project is his or her own imagination—the more one realizes that sometimes the challenges of a day job are to maintain interest and excitement in the project at hand. This is the story of an interesting twist on a very novel project that had a somewhat bumpy—although ultimately, successful—conclusion.

Philadelphia University deck of cards final packaging

Philadelphia University deck of cards final packaging
Copyright Philadelphia University Design Workshop

“So, Ya Wanna Design a Deck of Cards?” 

These were the words uttered by Greg Potts, director of admissions at Philadelphia University—a small, private university in Philadelphia—to me, Frank Baseman, associate professor and director of the Graphic Design Communication program at Philadelphia University. Greg wanted to produce a promotional piece; he was looking for a “premium giveaway piece to impress a prospective student,” something that would be guaranteed to elicit a “Wow! This is cool!” reaction, and have the piece branded back to Philadelphia University. He was looking for something special, something different. Greg mentioned a deck of playing cards, and thus the Philadelphia University Admissions Deck of Playing Cards project was born.

Admittedly, it was difficult to turn down a rare offer such as this, so I agreed to feature the project in the Philadelphia University Design Workshop course during the Spring 2013 semester. The Philadelphia University Design Workshop is a design course that I teach where students work on real projects for real clients. With the Philadelphia University Admissions Office as the client, four graphic design students were recruited to work together on the Deck of Cards project. I could sense from the beginning that the project had great original image-making potential, so I consulted with adjunct professor Mario Zucca—who teaches the illustration course at PhilaU—about recommendations for the Deck of Playing Cards project. Mario recommended several students, and I approached them about working on the project. Mario continued to serve as “Illustration Guru” and a valuable consultant throughout the run of the project.

The spades suit designed by Rebecca Cox was inspired by Mardi Gras and masquerade.

The spades suit designed by Rebecca Cox was inspired by Mardi Gras and masquerade.
Copyright Philadelphia University Design Workshop

Spades by Rebecca Cox

Spades by Rebecca Cox
Copyright Philadelphia University Design Workshop

After meeting with the client and establishing the parameters of the project, the students were given pretty much complete creative freedom to choose a direction they wanted to pursue. From the get-go, I insisted that the deck of cards needed to completely function like a “normal” deck of cards. Each student came up with his or her own unique approach to a suit, and working together as a collaborative team, they made sure that their approaches worked well with the group. Additionally, they all worked together on the back of the cards and the exterior box. There were regular refinements and critiques throughout the semester, and the students consulted with each other and made presentations to the client on numerous occasions for approvals. Rebecca Cox’s suit of spades was inspired by Mardi Gras and masquerade. For the diamonds, Dan Dinsmore drew portraits of famous innovators throughout time such as Ben Franklin (we’re located in Philadelphia after all) and Vincent van Gogh (including the ace of diamonds, Philadelphia University benefactor Maurice Kanbar). For the clubs, Giovanni Frias depicted some stereotypical experiences of a college student, from transcripts to acceptance, from the “Freshman 15” to graduation. For hearts, Krista Serianni was inspired by all manner of fairy tales.

Giovanni Frias designed the clubs suit with the idea of depicting the typical college experience from acceptance to graduation.

Giovanni Frias designed the clubs suit with the idea of depicting the typical college experience from acceptance to graduation.
Copyright Philadelphia University Design Workshop

Clubs by Giovanni Frias

Clubs by Giovanni Frias
Copyright Philadelphia University Design Workshop

We purposely chose to work with the U.S. Playing Card Company in Cincinnati (manufacturers of the Bicycle brand playing cards) to print and manufacture the playing cards because we wanted the same exact production values—that same exact look, feel and even the smell—of the cards we all grew up with. Another crucial fact here: The cost of production was less than working with a local vendor. With a few clicks, I was in contact with Nikki Singson, a U.S Playing Card Company customer service representative, as I figured that the company must have produced “vanity decks” in the past. Sure enough, Nikki was able to send me some samples. We produced some estimates, presented them to our client, and we were off and running with U.S. Playing Card Company. The students and I did production conference calls with Nikki and her colleagues, and the students used the U.S. Playing Card Company digital templates for production. By the end of the semester, after some trial and error—lots of errors!—we successfully uploaded all the files and sat back waiting for PDF proofs, figuring our good work was completed.

Do You Have the Rights?

That’s when this proverbial house of cards almost collapsed. The first gust of wind was an email from Nikki that queried, “Our lawyers were asking if you had the rights to reproduce the likeness of Albert Einstein?” in reference to Dan Dinsmore’s suit of diamonds with illustrations of famous innovators throughout time. WHAT? This caught me completely off guard. Between Mario and I, we probably have more than 50 years of industry experience—Mario as a professional illustrator, and me as a former art director at a magazine and studios that have hired countless illustrators through the years. Neither one of us ever saw this coming.

After many queries to get to the bottom of the problem, since the playing cards were for promotional purposes and not editorial, we needed to negotiate with the estates of these well-known figures to gain permission to use their likenesses. Fortuitously, one of my best friends is a picture researcher and within a few clicks she directed me to the website that represented the interests of Amelia Earhart and Jackie Robinson (two of our original innovators in the diamonds suit). After a few emails back and forth explaining the project to the representatives, I received an initial quote of $1,000 per piece to use the likenesses. Working for a nonprofit institution, there simply was no way we had that much money in the budget—heck, there wasn’t a budget—to pay for reproduction rights. So we were back to the drawing board to try to save the project. It was then that we realized that we had to use figures that were already in the public domain.

The suit of diamonds caused problems for designer Dan Dinsmore and the Philadelphia University crew. Some of the original illustrations had to be changed to famous innovators whose likenesses fell within the public domain.

The suit of diamonds caused problems for designer Dan Dinsmore and the Philadelphia University crew. Some of the original illustrations had to be changed to famous innovators whose likenesses fell within the public domain.
Copyright Philadelphia University Design Workshop

Diamonds by Dan Dinsmore

Diamonds by Dan Dinsmore
Copyright Philadelphia University Design Workshop

For me, one of the best parts of the project occurred around mid-semester when, as a group, the students were trying to decide which famous innovators throughout time would survive the cut and which ones would be voted off the island. The students were advocating for diversity of background, profession, race and gender, and so they chose to include people like Steve Jobs, Coco Chanel, Jimi Hendrix, Maya Angelou, and the aforementioned Amelia Earhart. Martin Luther King would be the King and Jackie Robinson would be the Jack (naturally). This made for a very lively discussion and debate, and I remember remarking what a fun class period it was.

But, now that we were relegated to using only figures within the public domain, out of the original suit of Diamonds only five cards were safe: Ben Franklin, Vincent van Gogh, Thomas Edison, the benefactor Maurice Kanbar and Dan’s joker self-portrait (each student did a self-portrait that also served as a joker of their respective suit). That meant that nine new portraits of well-known innovators in the public domain needed to be drawn. We went back and forth researching which figures to use, and Dan, the very talented illustrator of this suit, drew the nine new portraits including Clara Barton, Leonardo da Vinci and Mark Twain. In the end, it was a setback and a compromise—and most people wouldn’t know what was left on the cutting room floor—but we were able to keep the project moving forward. By mid-summer, we had revised final files ready for production to send to Nikki and the U.S. Playing Card Company.

Playing with a Full Deck

Shipment of the decks of cards was in time for the new school year. I was blown away when I saw the finished product. It’s too trite to say that it was awesome, but it really was. When I received the samples, I carried them around with me for days: I showed my students, I showed my colleagues, I showed my family. And then when the shipment came in, I strutted around campus delivering them to key people involved in the project. They were so real. After working in the graphic design industry for more than three decades, the excitement never gets old when we make things, and they actually go into production.

Krista Serianni drew inspiration from fairy tales when she designed the hearts suit.

Krista Serianni drew inspiration from fairy tales when she designed the hearts suit.
Copyright Philadelphia University Design Workshop

Hearts by Krista Serianni

Hearts by Krista Serianni
Copyright Philadelphia University Design Workshop

In working on this project, some very important lessons were learned along the way, especially by those about to enter their chosen profession. Life lessons, not just graphic design lessons. Sometimes, things don’t always go as smoothly as you would hope, and it’s how one reacts to these setbacks that’s important. And the all-important art of compromise: In the immortal words of Mick Jagger, “You can’t always get what you want, but if you try sometimes, you just might find, you get what you need.”

I give huge credit to Greg Potts for coming up with the idea to do a deck of cards in the first place, for being brave enough to work with us and, especially, for giving us a great amount of creative freedom. In the end, the Philadelphia University Admissions Playing Card project did everything that we wanted the project to do. It never fails to elicit a “Wow! This is cool!” response from everyone that I’ve shown them to, and they brand back to Philadelphia University, a special place that allows students the chance to work on real-world, collaborative projects. It rarely gets any better than this.

Design and Illustration Credits:

Copyright Philadelphia University Design Workshop

Spades by Rebecca Cox

Diamonds by Dan Dinsmore

Clubs by Giovanni Frias

Hearts by Krista Serianni

Creative Direction and Art Direction:

Frank Baseman and Mario Zucca
Philadelphia University Design Workshop
www.philau.edu/graphicdesignblog

Photography:

Sam Fritch

 

Author Bio:

Frank Baseman is an Associate Professor and Program Director of the Graphic Design Communication Program at Philadelphia University (www.philau.edu/graphicdesignblog), where he has taught since 1998. In addition, he is the Principal and Creative Director of Baseman Design Associates, an award-winning Graphic Design firm located just outside of Philadelphia, PA. (www.basemandesign.com).
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