March 5th, 2010 eReflection Newsletter
In this issue:
DEADLINE APPROACHING : IALD ENLIGHTEN AMERICAS 2010 CALL FOR PRESENTATIONS
DEADLINE : 15 MARCH 2010
The IALD is seeking experts in their fields to present workshops and seminars at Enlighten Americas 2010 in Denver, Colorado USA, on 7-9 October 2010.
For the past nine years, the IALD annual conference has provided attendees with information about advances in technology and design, as well as tools to successfully promote and run their businesses.
Seminars and workshops are aimed at an experienced/advanced level, but not to the exclusion of designers entering the profession. The audience will include lighting specifiers, lighting manufacturers and representatives, as well as architects, interior designers, educators and students. We are looking for speakers and seminars that will challenge traditional thought and motivate attendees to think outside the box.
FOCUS ON DESIGN
This year, we focus on the most important aspect of our work, DESIGN. How does design define what we do individually, culturally and as an association? How do we create the best new designs, meet the needs of our clients and still provide sustainable and efficient solutions? What tools do we have today, and what is on the horizon? The program will follow the same successful three-track system used at Enlighten Americas 2009: Design, Current Issues and Professional Development/Business.
For more information and to submit a proposal, please view the Call for Presentations. Proposals must be submitted by 15 March 2010.
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IALD BUSINESS FORUM TIME TO SHARPEN YOUR BRAND? 7 QUESTIONS TO ASK BEFORE PUTTING TOGETHER A MARKETING PLAN
BY DAVE STUDEMAN, PRINCIPAL
CONNECTOR BRANDING, LLC
Positive signs that the economy is starting to move again are appearing and you are anxious to get out, market your firm and secure new business. Before you start a new business campaign, now is the time to make sure the core elements of your brand are on target and as consistent as possible. Marketing efforts and dollars are often wasted when a basic brand strategy and expression are not optimal or consistent.
Here are seven critical questions to ask yourself before putting together your marketing plan:
1. Is your brand focused? If you are constantly changing, how can your audiences be sure it's still you? Once you have defined what your brand stands for, create the key visual and verbal expressions, then implement them to make the experience equal the intention. Then track reality and adjust as you go.
2. Is the brand promise made on your "label" delivered by your firm? Clients begin to experience what it is like to work with your firm as they look over and read your marketing materials. Does the pledge of quality, creativity, experience and satisfaction in your communication materials match the reality of the product that you are providing? Do your materials make a promise?
3. Does your web site build your brand while still selling services? Initiating the selling process of design services through web sites is a growing and critical part of making a sale for most brands. Does your site communicate the brand experience while making it easy to learn (and desire) more about the specific capabilities and credentials of your agency? Do the key attributes of your brand come through on your site?
4. Is your brand consistent from touch point to touch point? The most successful brands are consistent across all touch points with their audiences. While taking advantage of the medium (brochures play a different role than PowerPoint presentations), when you line up your complete collection of brand touch points - business card, brochure, presentations, web site, etc. - is each touch point consistent in reinforcing your key brand attributes and positioning? When you evaluate the total impression of these touch points, ask "Have we made the buying decision easier?" Brand names, tag lines, physical attributes, benefits and visual identity should be viewed as a whole rather than as isolated "building blocks."
5. Does the tone and manner of your copy match your brand's personality? Line up written communication from your brand and compare just like in the previous design exercise. Does advertising, web, brochures and company correspondence all project the same image? How does the tone and manner of your written materials compare with oral communication of in-person pitches?
6. Is it time for your brand to evolve? When you compare your brand with key competitors, are the differences obvious? Are they relevant and meaningful to your perspective clients? While staying true to your brand strategy, recognize that the competitive environment is constantly changing and evolving. Respond to outside influences when the time is right.
7. Are you a brand evangelist? Have you created a framework for all "influencers" of the brand to work together? Remember, it's better to lead than to police. Do all of your principals, employees, industry partners and key industry spokespersons describe your brand consistently? Do you manage the brand with your heart as well as your head?
Take the time to give your brand a check-up. The result could be well worth the effort in maximizing the power of your brand.
Dave Studeman is an expert branding and marketing strategist with more than 30 years experience on both the client and consulting sides of the business. He has a unique talent for working with a client to define key brand insights, then crafting them into a precise strategy that is a springboard for creative expression. He has directed major national and global branding programs for clients such as Microsoft, Citibank, Chevron, Clorox, Taco Bell, the Association for Corporate Growth and the International Association of Lighting Designers. Contact Dave at dave@connectorbranding.com or visit www.connectorbranding.com for more information.
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"FORRRRE" WAYS TO PARTICIPATE IN THE IALD EDUCATION TRUST GOLF-A-THON
Take part in the first ever IALD Education Trust Golf-A-Thon. Help raise significant funds to support and encourage undergraduate and graduate education in architectural lighting design to insure and enhance future growth and development of the independent lighting design profession.
1. GOLF
Be one of 40 golfers to participate in the IALD Education Trust Golf-A-Thon. Each golfer must raise a minimum of $3000.00 USD from friends, family, co-workers, employers and/or neighbors.
2. PLEDGE
Find a participating golfer and contribute a donation to help the golfers meet their pledge goal. For a complete list of golfers please contact Kelly Ashmore.
3. SPONSOR
There are sponsorship opportunities for everyone with prices varying from $300.00 USD for a Hole Sponsorship to $4500.00 USD for the Title Sponsor.
4. VOLUNTEER
Volunteers are needed to assist with registration and other duties on the course, including volunteers to drive golf carts for each participating golfer.
To register to golf, pledge, sponsor or volunteer, please contact Kelly Ashmore at kelly@iald.org or at + 1 312 527 3677.
For more details go to /trust/2010GolfAThon.asp.
IALD EDUCATION TRUST GOLF-A-THON SPONSORS
The IALD Education Trust gratefully acknowledges the following sponsors of the IALD Education Trust Golf-A-Thon :
Breakfast Buffet
Gammalux Systems
Beverage Cart
Weidenbach-Brown
Hole-in-One
Prudential Lighting
Hole Sponsors
a · light
CM Kling
EcoSense Lighting
Lednovation Inc
Sponsors as of 16 February 2010.
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LIRC MEMBERS : SECURE YOUR SPONSORSHIP FOR THE 2010 IALD EDUCATION TRUST BENEFIT DINNER TODAY
Join your peers in celebrating excellence in lighting design as we honor the recipients of the 27th Annual IALD International Lighting Design Awards at the 2010 IALD Education Trust Benefit Dinner on Thursday, 13 May 2010 at the Renaissance Las Vegas Hotel. The dinner is a great way to demonstrate your dedication to the development of the architectural lighting design industry.
Proceeds from the Benefit Dinner enable the IALD Education Trust to fund a variety of lighting design education initiatives. Visit /trust/index.asp for details.
Act now to further the growth and development of the architectural lighting design profession. Secure your table sponsorship today to get prime table placement! Individual tickets are also available. Please contact Kelly Ashmore for more details.
CLICK HERE TO SECURE YOUR TABLE SPONSORSHIP TODAY
2010 IALD EDUCATION TRUST BENEFIT DINNER SPONSORS
The IALD Education Trust gratefully acknowledges the following for their generous support of the 27th Annual International Lighting Design Awards & 2010 IALD Education Trust Benefit Dinner:
PLATINUM
B-K Lighting + Teka Illimination
Osram Sylvania
The Lighting Quotient
GOLD
Acuity Brands Lighting
Lutron Electronics Co Inc
Philips Lightolier
SILVER
Eye Lighting
Kurt Versen
Lighting Services Inc
Philips Lighting
Prudential Lighting
Targetti Poulsen USA Inc
Wiedenbach Brown Co Inc
Zumtobel Lighting Inc
TABLE CENTERPIECES
ETC
Sponsor list as of 1 March 2010.
IMAGES FROM LEFT TO RIGHT: IALD EDUCATION TRUST PRESIDENT MARK ROUSH | PHOTOGRAPHY © MICHAEL STILLER, 2009 | IALD PRESIDENT JEFF MILLER, IALD | 2009 IALD AWARD OF MERIT, THE NEW YORK TIMES BUILDING NEW YORK CITY, NY USA, OFFICE FOR VISUAL INTERACTION INC, PHOTOGRAPHY © FRIEDER BLICKLE © OVI | IALD PRESIDENT JEFF MILLER, IALD; THE 2009 IALD RADIANCE AWARD WINNER MARK MAJOR, IALD, OF SPEIRS AND MAJOR ASSOCIATES; 2009 IALD DESIGN AWARDS CO-CHAIRS DIANE RODRIGUEZ, ASSOC. IALD AND ANDREA HARTRANFT, IALD | 2009 RADIANCE AWARD, THE ENTRANCE AND ATRIUM, 3 MORE LONDON RIVERSIDE UK, LONDON UK, LIGHTING DESIGN BY SPEIRS AND MAJOR ASSOCIATES, PHOTOGRAPHY © JAMES NEWTON.
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CALL FOR VOLUNTEERS : LIGHTING DESIGNERS NEEDED FOR TWO NEW STUDENT EVENTS DURING LFI 2010
Attending LIGHTFAIR International (LFI) in May? Consider volunteering for one or both of the new student events at LFI 2010. Both events offer lighting design professionals a chance to network and interact with future lighting designers. Sign up today to provide students insight into the industry as well as seek potential interns and/or employees.
Contact IALD Education Trust Coordinator Jill Mulholland, Educator IALD, to sign up.
Student Tours of the LFI Exhibit
12 May 2010
1:00 p.m. - 2:00 p.m.
Las Vegas Convention Center
Lighting Education Lounge - Booth 2650
Student Portfolio Reviews
13 & 14 May 2010
12:00 p.m. - 2:00 p.m.
Las Vegas Convention Center
Lighting Education Lounge - Booth 2650
For more information about these events, or to register for LFI 2010 click here.
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IALD GLOBETROTTING : IALD REGIONAL EVENTS & UPDATES
MARK YOUR CALENDARS FOR THE UPCOMING EVENTS
IALD DENVER and anyone in the Denver area on Thursday, 18 March are invited to join Women in Design (WID) for a reception and presentation by Fiona Cousins of Ove Arup & Partners. Fiona is a Principal in the New York office, and will reflect on more than 25 years with Ove Arup & Partners. Her projects have spanned the globe, and she has collaborated with architects including Renzo Piano, William McDonough and Rem Koolhaas OMA. She is a leader in sustainability with a focus on building energy use and thermal performance. RSVP by 15 March to widinfo@widdenver.org. Cost: $15 WID Members, $10 Student WID Members, $25 Non-members. The event will begin at 5:30 p.m. MST at the Artwork Network at 878 Santa Fe Drive in Denver, CO USA. For more information go to www.widdenver.org.
PAST EVENTS
IALD AUSTRALIA hosted an event in both Melbourne and Sydney featuring Henrik Clausen, Director of Fagerhult Lighting Academy in Sweden. About 35 lighting designers, interior designers, architects and students attended the event in Melbourne and Sydney. Clausen presented his paper "Learn to Look and You Will See." He talked about what people actually see and explained how they interpret it to create perception of space and surroundings. This event was sponsored by Eagle Lighting. For more information on IALD Australia please contact David Bird, IALD, at david.bird@wsplincolnescott.com (Melbourne) or David Becker, Associate IALD, at david@pov.com.au (Sydney).
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SPOTLIGHT ON IALD MEMBERS
IALD members are featured in several national and international trade publications each month. If we missed your feature, please send a copy of the article including the source and date of publication to mailena@iald.org.
ROGIER VAN DER HEIDE, IALD, APPOINTED TO NEW POSITION AT PHILIPS LIGHTING
Recognizing that design is a key factor of brand differentiation and a significant source of competitive advantage, Philips has announced that Rogier van der Heide, IALD, will be appointed in the newly created position of Chief Design Officer for Philips Lighting. The role of Chief Design Officer has already been established within the Philips Consumer Lifestyle and HealthcareSectors.Click here for more details.
ARCHITECTURAL LIGHTING (Jan./Feb. 2010)
Jim Baney, IALD, was featured in an Architectural Lighting article for restoring the lighting of Mies van der Rohe's 860-880 Lake Shore Drive in Chicago, IL USA.
Maureen Moran, IALD, was featured in an Architectural Lighting article for the lighting design of a Richard Rogers' atrium in Washington, DC USA.
Randy Sabedra, IALD, was mentioned in an article in Architectural Lighting for his role on the New York City Lighting Council (NYCLC) and the IESNYC Public Outreach Committee.
Paul Zaferiou, IALD, was featured in an Architectural Lighting article for the renovation and relighting of the John Singer Sargent Gallery at the Boston Public Library in Boston, MA USA.
ARCHITECTURAL PRODUCTS (Jan./Feb. 2010)
Kevin Willmorth, Practicing Affiliate IALD, contributed an article to Architectural Products on "Advertised LED characteristics Vs. Applied Results."
ARCHITECTURAL RECORD (Feb. 2010)
Galina Zbrizher, IALD, was featured in an article on Architectural Record's web site for the lighting design of Vancouver's new Canada Line. Click here to read the full article.
ARCHITECTURAL SSL (Feb. 2010)
Anne Kustner Haser, IALD, was mentioned in an article in Architectural SSL for her participation in an ArchLED '09 panel discussion on whether SSL products are meeting quality expectations.
Rodrigo Manriquez, IALD, was quoted in Architectural SSL on his talk during ArchLED '09 and also for his opinion on using LEDs for higher education institutions.
Marty Peck, IALD, was featured in Architectural SSL for the lighting design of FireKeepers Casino in Battle Creek, Michigan USA.
Kevin Willmorth, Practicing Affiliate IALD, contributed an article to Architectural SSL entitled "State of Illumination: Will Solid-State Lead Change?"
Bruce Yarnell, IALD, was quoted in Architectural SSL on his talk during ArchLED '09, where he spoke about art and light.
ILLUMINATE (Jan./Feb. 2010)
Andrea Hartranft, IALD, was featured in illuminate for the lighting design of the American Speech-Language-Hearing Association headquarters in Rockville, Maryland USA.
Avraham Mor, IALD, was featured in illuminate for the lighting design of the Polar Play Zone at the Shedd Aquarium in Chicago, IL USA.
Kevin Willmorth, Practicing Affiliate IALD, contributed an article to illuminate entitled "Lighting Design Professionals : The Artists of Illumination."
LIGHTING & SOUND AMERICA (Feb. 2010)
Claude Engle, IALD, was featured in Lighting & Sound America for designing the retractable LED chandelier in the Winspear Opera House in Dallas, TX USA.
Martin Gagnon, Associate IALD, was featured in a Lighting & Sound America article for the lighting design of Aurora Borealis, a permanent and kinetic architectural illumination of the Bunge's grain silos' façade located in Quebec City, Canada.
MONDO*ARC (February/March 2010)
Mark Elliott, Associate IALD, was featured in mondo*arc for the lighting design of the Crown Towers Hotel and Casino in the City of Dreams, Macau.
Martin Gagnon, Associate IALD, was featured in an article in mondo*arc for the lighting design of Aurora Borealis, a permanent and kinetic architectural illumination of the Bunge's grain silos' façade located in Quebec City, Canada.
Maureen Mahr, IALD, was featured in an article in mondo*arc for the lighting design of Hotel Felix in Chicago, IL USA.
Avraham Mor, IALD, was featured in an article in mondo*arc for the lighting design of The Wit, a hotel in Chicago, IL USA.
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WELCOME NEW EDUCATOR AND STUDENT MEMBERS
The following is a list of new Educator and Student members who joined the IALD from January - February 2010. For information on IALD membership please click here.
EDUCATOR MEMBERS
Mr. Steven Birdwell, Educator IALD
Academy of Art University
San Francisco CA USA
Ms. Maja White, Educator IALD
University of Richmond
Richmond VA USA
STUDENT MEMBERS
Ms. Kathleen Barry, Student IALD
Boulder CO USA
Mr. Nathaniel Bartos, Student IALD
Parsons New School for Design
New York NY USA
Ms. Francesca Bastianini, Student IALD
Parsons New School for Design
New York NY USA
Ms. Lorin Bordeville, Student IALD
Kwantlen Polytechnic University
Richmond BC Canada
Ms. Anja Broscky, Student IALD
University of Wismar - Applied Science
Wismar Germany
Ms. Amy Ciani, Student IALD
Iowa State University
Ames IA USA
Mr. David Del Rosario, Student IALD
Parsons New School for Design
Brooklyn NY USA
Mr. Jay Dompor, Student IALD
Parsons New School for Design
Clifton NJ USA
Mr. Michael Dooney, Student IALD
University of Wismar
Berlin Germany
Ms. Anna Edwards, Student IALD
Savannah College of Art and Design
Bell BuckleTNUSA
Mr. Sabry ElHarrany, Student IALD
Bartlett School
LondonUK
Mr. Stephen Kaye, Student IALD
Parsons New School for Design
New York NY USA
Mr. Sangkyu Kim, Student IALD
Parsons New School for Design
Jersey City NJ USA
Ms. Hyun Oh Koo, Student IALD
Parsons New School for Design
Astoria NY USA
Ms. Clarisa Llaneza, Student IALD
Parsons New School for Design
New York NY USA
Mr. Bryan Lussier, Student IALD
University of Florida
Gainesville FL USA
Mr. Sung Bin Ma, Student IALD
Parsons New School for Design
Jersey City NJ USA
Mr. Heath McWhinnie, Student IALD
Parsons New School for Design
New York NY USA
Ms. Rebecca Mintz, Student IALD
Parsons New School for Design
New York NY USA
Mr. Nassif Nassif, Student IALD
University of Wismar - Technology Businss and Design
Hamburg Germany
Ms. Kim Noel, Student IALD
Parsons New School for Design
Ms. Karey Palecek, Student IALD
Parsons New School for Design
San Rafael CA USA
Ms. Antonia Peon-Veiga, Student IALD
Parsons New School for Design
New York NY USA
Ms. Megan Pfeffer, Student IALD
Parsons New School for Design
New York NY USA
Ms. Kacie Stigliano, Student IALD
Parsons New School for Design
New York NY USA
Mr. Nathan Tucker, Student IALD
Parsons New School for Design
New York NY USA
Ms. Maria Villegas, Student IALD
Parsons New School for Design
New York NY USA
Ms. Sabrina Wu, Student IALD
Parsons New School for Design
New York NY USA
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THIS ISSUE OF IALD REFLECTIONS SUPPORTED BY PHILIPS DAY-BRITE
Philips Day-Brite Divisions are a Philips North American Professional Luminaires Business Unit (formerly Genlyte Group). Philips Day-Brite is dedicated exclusively to the design, manufacture and marketing of lighting fixtures in the fluorescent, emergency, HID indoor and outdoor, track lighting, down lighting, and commercial decorative lighting businesses serving the commercial, industrial and niche markets. Philips Day-Brite has a rich history in the lighting industry as well as over five decades of experience in manufacturing and design within each of its commercial and industrial brands.
Philips Day-Brite was a Gold Sponsor at Enlighten Americas 2009. Thank you for your continued support!
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