Design of the Month: June 2016



Our June design of the month comes from Alyssa Auerbach of AMDesigns. Alyssa has sent us some stellar designs over years and we were “nspired” by her soothing card design for Nspire Today, a licensed professional counselor, specializing in addiction.

We spoke with Alyssa about her design style and process, her first foray into printing with laser cutting, and what makes her stand out among other graphic designers.


Company Name:                          Graphic Designer:
AMDesigns                                 Alyssa Auerbach
Order Details:  
 Heavy Silky Matte + Laser Cutting
Social Media Links:
Facebook       Twitter      Google+     LinkedIn
 Contact AMDesigns

—————————- Interview —————————

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Q:  Could you please provide a brief history of your company and the type of services you offer? 

AMDesigns specializes in pixel shifting fun: graphic design, logo design, website design and any other service that requires a splash of creativity.

At AMDesigns, we have a passion for all things beautiful. For functional design and making your brilliant ideas come to life. We might have a habit of shouting out the hex codes of random colors we pass on the way to lunch and we can probably (definitely) name any font you dangle over our heads. We know these things by heart because design is what we are made of.

Alyssa Auerbach is the master designer of AMDesigns and she has always had a creative soul. She holds a Bachelor’s degree in Fine Arts – with a double-degree sweetly crafted of graphic & website design and brand management. She has interned at two of the world’s best advertising agencies and has hundreds of clients to back up her skills.

Q: How would you describe your design style/aesthetic?

Modern, clean, adaptable and with clear intent. Designers shouldn’t really have a style. It is our job to assess the client’s needs and create a style and design that is not only close to their vision, but successfully portrays their brand to the correct target market. I look at every project as a jumbled puzzle – it is my job to create the solution.

Q: Can you explain your design process?nspire-today

In today’s marketplace, image is everything. How your company looks to the outside world sets the tone for all of your interactions – with customers, partners, media and other key stakeholders. You cannot afford to present an unprofessional or inconsistent image in a competitive and crowded landscape.

Our process starts out with a conversation with the client to understand their visions and goals. We ask them to provide examples of designs they like to get an idea of what tickles their creative fancy. Then, we spend a majority of our time in the research phase. More time spent here, is less time aimlessly designing. We research the industry, target market and current design trends to ensure we build a solid and timeless branding foundation. This ensures that the final design has a competitive, fresh, successful and effective brand image. You don’t want to walk into the market with a logo idea that has been done 10 times over – you want to stand out.

After the foundation has been set, we get hard to work – creating 3 design concepts. Now this is where we stand out from the competition. (Ssshhh…) We provide one design concept that is closest to the client’s vision, perhaps before they have seen our research. One conservative design concept based on our vision and research and one completely radical, edgy and creative idea. Our clients love this. It shows them the possibilities, the difference in design styles AND it covers our bases.


Q: The colors of the card and logo are very dreamy/meditative, how were these colors important to your design concept?

Very important. Before we research and choose colors for any client, we must first understand their goals. The purpose of Nspire Today is to create a safe place for people to discuss their innermost thoughts and feelings and to find resolutions to their problems.

The shades and tints of blue we utilized were indeed dreamy/meditative and the ultimate intention is to welcome customers seeking therapy to an open and inviting experience. Blue is associated with depth and stability and symbolizes trust, loyalty, wisdom, confidence and truth.

Q: We loved the use of our new laser cutting option on the quotation marks. Did you design the card always knowing that the quotes were going to be cut?

I have been dying to use this new feature from MorningPrint!

The client’s business name is Nspire Today and prior to hiring me to design a logo, I noticed they had utilized a lot of inspirational quotes in their marketing. With this in mind, I designed the logo with a quote symbol in place of where the “I” in (i)Nspire would be. Then, to bring the branding full-circle, we were able to strategically utilize the quote symbol on the front and back of the card by laser-cut. We also printed the business card using three sets so that they could have multiple varying quotes when handing out their business cards.

IMG_0945.pngQ: The encouraging quotes on the front are a great way to make an impact. Were these AMDesigns’ idea or the client’s?

The different sets of encouraging quotes was our attempt to bring all of their branding together. Nspire Today has inspirational quotes posted on the home page of their website. The client was leaning very heavily on our creativity and expertise to elevate their brand. Projects like these are the best, because we get to exercise our creative muscles!

Q: Were there any other finishing options that you were interested in for this design?

We had gone back and forth over the idea of using raised ink rather than the laser-cut, but the laser-cut is something we have never done before and we felt would really set us apart. Our next project will be to get our hands on that Sumo Nouveau and WHITE INK!! That’s a game changer!

Q: What drew you to the Heavy Silky Matte paper?

We’ve been a little addicted to the Heavy Silk Matte paper lately. That creamy smooth texture with the trending matte finish…heavy 16pt stock – school girl crush might be an understatement here.

Q: What design era would you say you are most influenced by?IMG_0956

The Bauhaus Movement. “The State Bauhaus was founded by Walter Gropius as a school of arts in Weimar in 1919. As the Bauhaus was a combination of crafts and arts, its nature and concept was regarded as something completely new back then. Today, the historical Bauhaus is the most influential educational establishment in the fields of architecture, art and design. The Bauhaus existed from 1919 to 1933 and today the world considers it to be the home of the avant-guard of classical modern style in all fields of liberal and applied arts. The resonance of the Bauhaus can still be felt today…” 

Q: How was your experience with Morning Print? Anything you’d like to see us add in the future?

I have worked with MorningPrint for years and it has always been pleasant! The process for clients can be a little overwhelming between all of the options and technicality, so my suggestion would be to create a way that the designer can upload designs and choose options and the client can come in and checkout and pay for the order. Clients don’t feel comfortable giving me access to their accounts because of sensitive information, which means I use my account and have to front the costs and forward shipping/delivery information. GoDaddy has a pretty good example of how it can be done with their GoDaddy Pro program.


Q: Any other thoughts/information you’d like people to know about AMDesigns?

We break the ice when meeting with new clients by handing them our recyclable, waterproof & tear proof, Yupo business cards from Morning Print. We tell them if they tear it with their hands, their design is free. Let’s just say we ain’t the bettin’ type.

Morning Print would like to thank Alyssa Auerbach of AMDesigns for contributing to this blog post and her ongoing support of our products + services. For more information on AMDesigns, please visit their website.

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