All New PUBLISHING UNIVERSITY: November 4-6, 2007
Design Track
Session 3:
Nov 5th, 1:00 pm to 2:30 pm
Panel Members: Rodrigo Corral, Charles Brock, Arvid Wallen
Moderator: Torrey Sharp, Principal + Business Director, The DesignWorks Group
Session Title: Unabridged Creative: An inside perspective from three of the industry’s top designers on book jacket design, the creative process and how to produce consistent quality
Panel Member Bios:
Torrey Sharp
Torrey Sharp is Principal and Business Director of The DesignWorks Group, a studio specializing in book design. He attended Wheaton College (IL) and earned a degree in Business/Economics. Torrey began his career in publishing with Multnomah back in 1996. He started as their direct marketing manager and prior to leaving 6 years later was the national sales manager for Blue Cottage Gifts, the gift trade division of Multnomah. His varied experiences in management, marketing, sales, acquisitions and design enables him to see the big picture and provide objective based solutions for clients. In addition to his role with The DesignWorks Group, he serves on the board of IBEC (International Business and Educational Consultants) which provides strategic training for emerging businesses around the globe. Having been born and raised in Brazil, South America, Torrey still has a passion for cross cultural experiences. Recent expeditions have taken him to Uganda, Latvia, and the Cook Islands.
Rodrigo Corral was born on Long Island, in the seventies, to Colombian parents. Heavily influenced by popular culture of the 70s and 80s, Rodrigo moved to New York City for art school. He attended SVA, and graduated in 1995 with a BFA. Shortly thereafter, Rodrigo launched a career in book jacket design at Farrar Straus & Giroux, followed by Grove Atlantic, Doubleday, and most currently, his own studio: Rodrigo Corral Design. Started in 2002, the design studio continues to focus primarily on book jackets and covers, but in recent years has worked on CD and DVD packaging, company identities, and full book projects for a wide range of clients. Rodrigo has earned awards for his design work from the AIGA, The Art Director’s Club, and the Type Director’s Club. He lives in New York City.
Charles Brock began designing in 1996 and has spent the last seven years focused on book covers and interiors. His work has been featured in Communication Arts, recognized by the Bookbuilders Book Show and has received national awards from the American Advertising Federation. His work was also featured in the recently published book, Graphic Design and Religion: A Call for Renewal (2007). Charles is Principal and Creative Director of The DesignWorks Group, a studio specializing in book design. He hails from Oklahoma where he studied graphic design at Oklahoma State University. He enjoys spending his spare time pursuing his interests in photography.
Arvid Wallen’s experience in design spans 29 years as a successful designer, design director, brand management consultant, fine artist and college professor. His background includes 15 years as Design Director and Associate at Monigle, the nation's largest independent brand consulting firm, designing and consulting for clients that span the globe as well as the Fortune 500. Arvid has taught advanced typography, packaging design, branding, identity and systems design at Metropolitan State College of Denver and has led numerous creativity workshops. He has been recognized by the Art Director’s Club of New York, American Advertising Federation and numerous other organizations. He is also a fine artist accomplished in the ancient painting technique of egg tempera. He has a passion for strategic design that accomplishes business and missional objectives. Arvid is currently the Creative Director of NavPress, the publishing division of The Navigators, in Colorado Springs.
Session Outline:
I. When is it appropriate to risk on design strategy? Examples of successful risk
II. Discuss perceived industry myths and offer alternative viewpoints.
III. Reveal how you get the best work out of creatives
IV. Answer: How do you sell good design to an author/agent/non creative?
V. Answer: What role does design play in the publishing effort?
VI. Answer: How do you measure good design? What do you look for?
VII. Discuss the biggest bottleneck in the creative process. How to remedy.
Session 3:
Nov 5th, 1:00 pm to 2:30 pm
Panel Members: Rodrigo Corral, Charles Brock, Arvid Wallen
Moderator: Torrey Sharp, Principal + Business Director, The DesignWorks Group
Session Title: Unabridged Creative: An inside perspective from three of the industry’s top designers on book jacket design, the creative process and how to produce consistent quality
Panel Member Bios:
Torrey Sharp
Torrey Sharp is Principal and Business Director of The DesignWorks Group, a studio specializing in book design. He attended Wheaton College (IL) and earned a degree in Business/Economics. Torrey began his career in publishing with Multnomah back in 1996. He started as their direct marketing manager and prior to leaving 6 years later was the national sales manager for Blue Cottage Gifts, the gift trade division of Multnomah. His varied experiences in management, marketing, sales, acquisitions and design enables him to see the big picture and provide objective based solutions for clients. In addition to his role with The DesignWorks Group, he serves on the board of IBEC (International Business and Educational Consultants) which provides strategic training for emerging businesses around the globe. Having been born and raised in Brazil, South America, Torrey still has a passion for cross cultural experiences. Recent expeditions have taken him to Uganda, Latvia, and the Cook Islands.
Rodrigo Corral was born on Long Island, in the seventies, to Colombian parents. Heavily influenced by popular culture of the 70s and 80s, Rodrigo moved to New York City for art school. He attended SVA, and graduated in 1995 with a BFA. Shortly thereafter, Rodrigo launched a career in book jacket design at Farrar Straus & Giroux, followed by Grove Atlantic, Doubleday, and most currently, his own studio: Rodrigo Corral Design. Started in 2002, the design studio continues to focus primarily on book jackets and covers, but in recent years has worked on CD and DVD packaging, company identities, and full book projects for a wide range of clients. Rodrigo has earned awards for his design work from the AIGA, The Art Director’s Club, and the Type Director’s Club. He lives in New York City.
Charles Brock began designing in 1996 and has spent the last seven years focused on book covers and interiors. His work has been featured in Communication Arts, recognized by the Bookbuilders Book Show and has received national awards from the American Advertising Federation. His work was also featured in the recently published book, Graphic Design and Religion: A Call for Renewal (2007). Charles is Principal and Creative Director of The DesignWorks Group, a studio specializing in book design. He hails from Oklahoma where he studied graphic design at Oklahoma State University. He enjoys spending his spare time pursuing his interests in photography.
Arvid Wallen’s experience in design spans 29 years as a successful designer, design director, brand management consultant, fine artist and college professor. His background includes 15 years as Design Director and Associate at Monigle, the nation's largest independent brand consulting firm, designing and consulting for clients that span the globe as well as the Fortune 500. Arvid has taught advanced typography, packaging design, branding, identity and systems design at Metropolitan State College of Denver and has led numerous creativity workshops. He has been recognized by the Art Director’s Club of New York, American Advertising Federation and numerous other organizations. He is also a fine artist accomplished in the ancient painting technique of egg tempera. He has a passion for strategic design that accomplishes business and missional objectives. Arvid is currently the Creative Director of NavPress, the publishing division of The Navigators, in Colorado Springs.
Session Outline:
I. When is it appropriate to risk on design strategy? Examples of successful risk
II. Discuss perceived industry myths and offer alternative viewpoints.
III. Reveal how you get the best work out of creatives
IV. Answer: How do you sell good design to an author/agent/non creative?
V. Answer: What role does design play in the publishing effort?
VI. Answer: How do you measure good design? What do you look for?
VII. Discuss the biggest bottleneck in the creative process. How to remedy.
 Torrey Sharp |
 Rodrigo Corral |
 Charles Brock |
 Arvid Wallen |
Panel Members' web sites:
Rodrigo Corral: www.rodrigocorral.com
Charles Brock: thedesignworksgroup.com