A For Adventure

Tales Of Adventure / A For Adventure's Blog

"Tales of Adventure" A for Adventure's official blog.

Lamp, A Sequel 16 Years In The Making

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.

How We Explain Charging For Native Design Files To Clients

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:

An editable native file is a file that allows for easy versioning, copy changes, sizing, and imagery changes or updates without quality loss or the need for an extensive from-scratch redesign.

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:

We are selling you the car, not the instructions for manufacturing it.

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:

We are selling you the cookie. If you want the recipe, that’s extra.
chocolate-chip-cookies-800.jpg
The Birth Of A Poster

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.

 A For Adventure's initial concept sketch and color palette.

A For Adventure's initial concept sketch and color palette.

 Rough return sketch from illustrator.

Rough return sketch from illustrator.

 First primary mockup.

First primary mockup.

 Revision 2.

Revision 2.

 A For Adventure's proposed adjustments to revision 2.

A For Adventure's proposed adjustments to revision 2.

 Revision 3.

Revision 3.

 Color exploration, Revision 4.

Color exploration, Revision 4.

 Revision 5

Revision 5

 Revision 6.

Revision 6.

 Revision 7.

Revision 7.

 A For Adventure's supplied comp / feedback.

A For Adventure's supplied comp / feedback.

 Revision 8.

Revision 8.

 Revision 9.

Revision 9.

 Revision 10.

Revision 10.

 Revision 11.

Revision 11.

 Revision 12.

Revision 12.

 Revision 13.

Revision 13.

 Revision 14.

Revision 14.


BELOW: Final poster in multiple colorways with alterations by A For Adventure.

Initial concept sketch again for reference.

poster sketch.jpeg
When We Talk About "Brand Values"

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.

When we say that our products are “Made By Immigrants In The U.S.A.” it is also our way of saying made by Americans, as it is our belief that we are all immigrants here of one kind or another.

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!

Anthony Lupesco

Founder, Shockoe Atelier"

Hiding In Plain Sight

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.

Ardent / Reservoir Whiskey Collab

If we do say so ourselves, we've gotten pretty good at wine / spirit / craft beer packaging lately, so we were excited to be given the opportunity to design the label for an exciting collaboration between our client, Ardent Craft Ales, and Reservoir Distillery.

Ardent shipped Reservoir IPA, which Reservoir distilled into a spirit. Reservoir then aged the spirit in a variety of barrels new and used. Thanks to the IPA base, you might catch some hop notes in the finished spirit.
— Reservoir Distillery

Although our design do not make the final cut, we're still proud of how it turned out.

ardent-reservoir-label-detail
Flora / Return Of The Gig Poster

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.

Rikki Shay & The Martin Ruthless with The Trillions.

Odin + Doll Baby.

Dance Party with Area Woman and Disco Cat.

Animal.

Chance Fischer with DJ Hoody and Farma Wes.

Secret Moths + Ora Cogan.

Sid Kingsley album release.

Lobo Marino + Yeni Nostalgi.

Mikrowaves.

Bassmint with DJ Mordecai, Ant Boogz and DJ Marc.

Pete Curry "Night Logic" re-release party.

Houdan The Mystic + Din.

DJ Lady Syren and Neili Neil.

Ashes with Headlessmantis.

Rumput + Kia Cavallaro.