By: Shelia Spencer

I recently met with Barry KuKes, Creative Director and accomplished Graphic Designer for Evolution Studio Works. Located in a suburb of Daytona Beach, FL, the annual destination of spring breakers, bikers and race fans, Evolution Studio Works quietly and efficiently produces designs for magazines, product packages, brochures, advertisements, CG Animations, web sites and just about anything else a business might need designed to enhance their business.          

Mr. KuKes, a blonde haired, blue-eyed former Fortune 500 executive is experiencing a mid-life crisis. Instead of pursuing a well-respected executive career, he has walked away from corporate America to service corporate America on his terms. Working from his home most days, Mr. KuKes can take a break from the creative process and walk his dog or take a dip in the pool. Fortunately for his clients, Mr. KuKes is seldom far away from his computer and is thinking of marketing concepts with every lap he takes in his pool.

On this hot day in May, I caught up with Mr. KuKes between creating, swimming and consulting with a few dozen clients. 

GDS: "In preparation for this interview, I spent several hours contacting a few of your clients for their opinions of Evolution Studio Works, but more specifically, I was more interested in their opinion of you, since you are the head designer and creative director. Would you like to hear a few of their comments?"

BK: "Unless it's all bad, sure why not."

GDS: "Far from it actually. One common and consistent comment made by every client (a total of 12), that I spoke with was, "He's a mind reader. He knows what we need and want before we do."

BK: "If my crystal ball wasn't in the shop for repairs, I'd show you how I do that."

GDS: "Seriously, what do you attribute to this unusual talent?"

BK: "All kidding aside, I simply put myself in the shoes of the client. If I were them and I needed marketing materials or a web site to best reflect my business profile and mission statement, what would I want to see? I have been creating marketing pieces and concepts for many years now and except for the client that cannot express their desires, I can usually create a few drafts that will be right on target."

GDS: "Have you had many clients who could not be expressive as to their vision?"

BK: "It happens, but usually I can create their vision by not giving up. For some clients, I might have to design 10 totally different draft concepts before we hit pay dirt, but that doesn't happen very often. Usually 2-3 drafts will bring the vision into reality. There was one client that I did give up on. She wanted to market a designer bra and the bra straps separately. The straps ranged in style from soft and lacey to leather and studs. After 12 drafts, all she could ever say was, "think Olsen Twins". Not, I don't like blue, or the images are too racy, just think Olsen Twins. I really think she actually wanted to have the Olsen twins on the package and somehow expected me to secure their images for no cost. After 12 drafts and over 40 hours invested, I had to walk away from this project."

GDS: "Did she ever come out with the product?"

BK: "I have no idea. The drafts we created are on our web site though. It's s good example of our versatility and commitment to trying to please the client, even if in the end we cannot. You can't win them all."

GDS: "Ironically, every one of your clients that I talked with were men. Did this one instance of an indecisive woman have anything to do with that?"

BK: "You're trying to get me into trouble aren't you? Here I was worried that you'd make me cry. No, we have worked with many female clients and they are just as decisive as their male counterparts. We don't care what gender a client is, nor do we put any importance on their politics, religion, race, age, location or size. Every client is treated as if they are the largest and most powerful client in the world. If they are not, then hopefully we can help them attain that goal in the near future."

GDS: "Is it possible that the bra client really needed to have a female designer working on this very female product line?

BK: "I had three female designers develop draft concepts and then enlisted two freelance female designers that I have utilized before. It simply came down to the fact that this client had a very specific idea in mind and could not convey her vision. It happens."

GDS: "You have designed more packaging for products than your average design house. Why do you feel that is?"

BK: "Although we design and create everything from web sites to brochure mailers and business cards, our forte is the design of packaging and magazines. We just understand these two areas of design better than most designers."

GDS: "How does it feel to walk into a Wal-Mart and see 20-30 products displayed that feature your packaging designs?"

BK: "It's a great feeling to see the package on the shelf, but it's a better feeling to see it purchased by a consumer. We have repackaged quite a few products for clients that when displaying their original designs from another designer yielded an acceptable level of sales. Once the redesign was introduced, sales increased substantially and that's our goal when creating a package concept. It can't just look pretty. It has to capture the attention of the consumer away from competitive products sitting on the same shelf and it has to do so in about 3 seconds."

GDS: "One of your clients confirmed your statement about increased sales. He noted that based on the success of the redesigns, he is now having you redesign their entire line. About 30 more packages."

BK: "I recognize the client and yes, this specific client really saw sales soar. We are happy to redesign the entire line."

GDS: "One of the other comments several of your clients made during our phone conversations with them, was that you are extremely reasonably priced. If you are so good, why don't you raise your prices?"

BK: "Every project is based on the amount of time required and challenges at hand. Sometimes, we need to charge more based on a specific project, but most of the time, because we know what we are doing, we can be more reasonably priced. If it only takes 30-minutes to design a logo or a brochure, then why charge for 2 hours?"

GDS: "That's a pretty ultraistic attitude. It's not like you're just starting out. You have proven yourself and you are definitely worth more money than you charge."

BK: "That maybe true, but I'd prefer to service a customer for many years and for several projects, not just once. Probably the reason we are going to be redesigning 30 more packages for that Wal-Mart supplier."

GDS: "Valid point. What do you charge for a packaging design?"

BK: "Why? Do you need a package designed?"

GDS: "No, just curious."

BK: "Costs depend on the materials available from the client. If they can supply the hi-res images, the copy and logos, then the costs are less. If we have to take the photos, manipulate the images, design the logos, write the copy, etc., then the costs are going to be greater."

GDS: "So you're not going to tell me are you?"

BK: (laughs) Prices range from as little as $75.00 for a blister card to as much as $5000.00 for a package design custom photography, prototype development, die layout for China, etc.."

GDS: "Is a die layout important? Doesn't the box printer design the die?

BK: "The box printer will create a die to fit the box artwork. We have redesigned many packages that were poorly designed from a die layout standpoint. In more than one instance, we have redesigned a box and that redesign allowed the printer to get 8 up on a sheet instead of just 4 up using the original design. That's a 50% savings for the client."

GDS: "Any other reason why packaging is a specialty for you?"

BK: "Most packaging is produced in China or Taiwan. In both cases, they prefer CDR (Corel Draw) files of the packaging designs because of the vector graphics available. Packaging designs require a very large format. Some layouts can be 50" x 35", depending on the size of the package. That is one large file. Many designers do not use Corel for layout and composition. They, like us, use Quark, Pagemaker or InDesign and Photoshop for images. I just happen to know Corel very well. You can also use Illustrator to attain vector graphics, but it's a bit clumsy for package design. Great for illustrations though.

GDS: "So certain software programs will generate a specific category of business?"

BK: "Well, it does in the case of packaging."

GDS: "You mentioned magazines as well. Why do you excel in magazine design?"

BK: "We just have a ton of experience designing and composing magazines and catalogs. 16 to 64 pages is our average, but we have designed a few publications that were over 200 pages in length. I remember designing a 64-page catalog many years ago using wax and paste-up. Yes, I know I don't look that old and thank you."

GDS: "How many magazines do you currently design?"

BK: "6 currently. 3 are monthly, 1 is bi-monthly and 2 are quarterly."

GDS: "Are they all pretty similar in design?"

BK: "Not at all. One is a small format 5.5 x 8.5 golf magazine, two are tabloid size, one is for a non-profit organization that is letter size. They all have their own unique design and format."

GDS: "Is that intentional?"

BK: "The design specifications are decided upon by the client. We just create their vision."

GDS: "Per your resume, you use to be the Vice President of Marketing for quite few Fortune corporations. Why are you designing now?"

BK: "Even at an executive level position, I still designed. It's what I do. Some people are great at crunching numbers, while other people enjoy and excel at being creative. I'm a creative person.

GDS: "Speaking of being creative, you have also published a novel, The Christmas House. I read the book and was very impressed with your imagination."

BK: "Blame my parents. When I was a child and there was no one to play with, my mom would say, "play by yourself." I had to use my imagination to keep myself entertained. Creating battles with my GI Joes or flying through the air with Superman. There were only 3 television channels and no such thing as a Nintendo video game way back then."

GDS: "I suppose you walked 20-miles in the snow barefoot to get to the little red school house too?"

BK: "No. Only 15."

GDS: "Isn't your novel about your parents?"

BK: "No. It is dedicated to them, but my parents don't come to visit me from their graves every Christmas Eve."

GDS: "Is Evolution Studio Works an ad agency?"

BK: "No, we are not an ad agency even though many clients have asked us to act as one. We are a design house."

GDS: "Why not pursue the ad agency route?"

BK: "Because being an ad agency is much more than just placing ads and collecting a commission. A good agency works with design houses like us to satisfy their clients needs. We are happy being the designer that the ad agency gets all the credit for."

GDS: "What do you feel are the biggest mistakes people make when having marketing materials designed?"

BK: "They spend far too much time on this effort. If most businesses spent as much time on their sales and customer service as they do on designing a logo, they would be way ahead of the game."

GDS: "Wow, I didn't expect that answer from a designer."

BK: "We will be happy to design whatever it is the client feels is required, but many clients just spend too much time on a logo for a business that isn't even incorporated yet or has yet to make their first dollar. Look at successful companies and their logos. Does IBM have a fancy logo? Does Mircosoft? How about Wal-Mart? There are exceptions to the rule, but it doesn't matter how cool your logo is unless you can back it up with performance."

GDS: "If a logo isn't that important, then what is?"

BK: "A logo is important, but it doesn't justify a $5000 design investment. Clients should invest their marketing funds into ad, packaging and brochure design. A clients logo is featured on each one of these pieces, yet how much space does the logo actually take up? 2 inches square? 5% of the overall space? See my point?"

GDS: "When you point out how little space a logo takes up on a brochure or ad, you're right."

BK: "Everything that is a reflection of the clients company is important, but they need to keep in mind the cost relationship and ROI."

GDS: "So you not only design, you also give business advice?"

BK: "As you mentioned, I have worked for many large corporations as well as having owned several of my own businesses. Unlike a graphic designer right out of college and still a bit green, I have many years of experience that can be a great asset to any business, established or start-up, large or small. My advice is usually free and if a client prefers I not offer my opinion, then I won't. Some clients don't need any outside advice, just design services and that's fine too."

GDS: "How many people work for Evolution Studio Works?"

BK: "We have four designers that can design print and web formats, one designer who is a whiz at e-commerce web sites writing PHP, ASP, CGI and Java script, one photographer and one illustrator, who only does illustration. We all illustrate, but she is extremely talented for those really special products. We also have an alliance with a CG Graphics Animation designer who has produced some wonderful animation shorts and features. His demo reel is on our web site."

GDS: "What about printing or CD ROM duplication and packaging?"

BK: "We have many relationships with several printers and have secured special pricing for our design clients. We will also be happy to refer a client to other sources if we cannot meet their print production needs. We are a design firm first and foremost. We offer printing, CD duplication and web hosting to our design clients as a courtesy. These services are not available to non-clients. We also have a relationship with a CD production house that is excellent and very affordable. They also duplicate DVD's."

GDS: "Lastly, to steal a question away from The Actors Studio, when you pass and arrive at the pearly gates what will God say to you?

BK: "The rest of your foursome is waiting for you on the first tee."

Reprinted with permission.