Just a handful out of the hundreds of marketing emails we've created for Shockoe Atelier over the years...
Waaaaaaay back in the year 2002, director Spike Jonze working with agency Crispin Porter + Bogusky for IKEA, created one of the most celebrated, iconic, and unexpected ads of the century, Lamp.
It only took 12 years for someone to work up the nerve to attempt a sequel. Rethink Canada developed the creative concept, and after multiple directors demurred, Canadian director, Mark Zibert, stepped up to the plate – and hit a home run.
Like most design firms, A For Adventure does not provide editable native design files to our clients unless they specifically ask for and pay for them, and every few months we have to explain this policy to a new or prospective client. Over the years we've tinkered with a few different ways to try to explain this policy.
First, let's get specific on what an editable native design file is. Here's our basic definition:
At design firms, this file will typically be an Adobe InDesign, Illustrator, or Photoshop file.
Giving a client the editable design file for a business card, allowing them to add new employee information quickly and easily, would not be huge financial loss for an agency, but an editable native file of a multi-page corporate annual report which could simply be revised year after year rather than rehiring the agency represents a valuable asset to the tune of many thousands of dollars.
In the past I have used the "car analogy" to explain why we charge for editable native files, as follows:
This has worked with marginal success, but usually still left clients a little confused and probably a little irritated.
Our latest analogy is much simpler, smarter, and to the point:
Behind-the-scenes process of concepting, art directing and illustrating the 2015 Spoke & Hop Festival poster as told through comps and revisions between A For Adventure and illustrator Chris Huth.
BELOW: Final poster in multiple colorways with alterations by A For Adventure.
Initial concept sketch again for reference.
A Thanksgiving message from our clients / friends at Shockoe Atelier...
"Let me introduce you to Yolanda “La Jefa” aka the boss lady. If you own a pair of Shockoes they’ve passed through her hands at some point.
Yolanda was born in Juarez, Mexico and moved to Texas after falling in love with a young soldier, Roberto, on leave from Fort Bliss.
Like many families in the service they moved all over the country until they settled in the Richmond area where Roberto served as a drill sergeant at Fort Lee. Yolanda has two sons, Roberto Jr, an industrial mechanic, and William, a firefighter and volunteer EMT.
I was born in Washington, D.C., the son of Brigitte and Pierre Lupesco who immigrated here from France and Romania respectively.
Shockoe Atelier is a funny collection of French, Korean, Mexican, Guatemalan, Scottish, German, English and so on – brought together by fate or circumstance. We have the gumption to endeavor to make a line of classic American apparel in an old cinderblock box of a building in a part of Richmond most known for flooding and the slave trade.
Thanksgiving feels like the perfect time to try to elaborate on our story and our values – a uniquely American holiday that celebrates the coming together of cultures in peace and friendship, sharing prosperity, traditions, and food.
In our own way we celebrate Thanksgiving every Friday at the shop over our staff lunch – especially when Yolanda makes the most amazing arroz con gandules this side of Puerto Rico.
We are thankful for Yolanda and the rest of our staff, family, and friends – and especially our supporters / customers.
Thank you all and have a wonderful holiday!
Founder, Shockoe Atelier"
Richmond, the little just-slightly-Southern burg we call home, tends to be particular about who and what it celebrates. We love our underdogs and our "weirdos", yet we also star-gaze like champs. That leaves a lot of room in between, and we have some real superstars hiding here in plain sight, and Sean Wotherspoon / Round Two is one of the most (least?) prominent examples.
Sean Wotherspoon started Round Two, a sneaker and street style obsessed "men's boutique", right on here on Broad St. in 2013, and in such a small amount of time has grown to have stores in LA and New York, and to be considered the premier source for vintage footwear for a whos-who of urban trendsetters.
Sean is not simply a walking footwear Wikipedia, he's graduated to a bona fide shoe designer after winning Nike's Vote Foreward Air Max 97 competition by a landslide.
Designed to age and fray with grace, Sean's Air Max's are a beautiful blend of vintage and future – simultaneously loud and understated.
We look forward to seeing what Sean has in store for fashion, design, and retail, and will do our small part to shine a brighter light on this star rising out of Richmond.
Although our design do not make the final cut, we're still proud of how it turned out.
We've been busy here at AFA – so much so that we've fallen into a long spell of radio silence. We're very happy to break that silence by sharing some really fun event poster design work we've been kicking out for our friends at Flora.
Designing these posters has been both a fantastic exercise of our design muscles as well as a wonderful creative release.
This just covers the month of May. We'll have to publish a book of designs if we can make it to May 2018.