applebox | Featured Artist

Music taste
Alternative Rock, 80's Rock, from Radiohead to Manilow (no country).

Favorite drink
Iced Venti, Extra Vanilla, No Water Americano with a little half and half.

Favorite quote
"Determine never to be idle...It is wonderful how much may be done if we are always doing."
– Thomas Jefferson

Recommended Books
Any books showcasing other designers' work and The Song of the Dodo and The Flight of the Iguana by David Quammen.

Specialty?
Creating aesthetically pleasing and functional design for print and the Web. Consumer response is also key.

Dream Project
We have built a successful small business in the second largest city in the U.S. It sounds a little corny, but we are doing our dream project. applebox has really turned into a living, breathing company that we are very proud of. Small but mighty.

applebox:
graphic designers for print and the Web.

Location: San Fernando Valley, Northridge, California

www.appleboxdesign.com

Interview

How did you become designers/artists?

We started off as photographers and built a strong business. Then, an important client of ours asked us to photograph and design a print ad for their line of collectible coins. The photos weren't a problem, but we didn't have any experience laying out print-ready artwork. We bought a computer, loaded Photoshop (and other Adobe products), and taught ourselves the basics. We quickly began offering design as a supplement service to our photography. The busier we got, the more our services and skills changed from photography to graphic design. Additionally, we began receiving requests for Web sites to complement our clients' stationery and brochures, and decided to tackle that request as well. Since then we have accomplished over 1500 graphic design projects; all for print and the Web.

Where are you from originally?

The three of us are originally from many different states, but all of us call Los Angeles "Home". We LOVE Southern California.

Who were your main influences growing up?

My Parents (business owners), Ray Kroc, Max Headroom, Jim Henson, David Carson, and whoever invented LEGO (Ole Kirk Christiansen).

Did you go to art school/college for design or are you self-taught?

We are self-taught with a smattering of courses (early days) that helped us become more efficient with the computer programs we now use. Though we all have Bachelor degrees, our college experience gave us a greater understanding of life and business more than anything else.

Any advice or tips to novice designers?

Continue learning and experimenting with new ideas and projects. Sometimes you have to take on more than you can chew, but the learning experience and outcome will usually be worth the effort. Make sure you become an expert in at least one graphic design computer program. You will need to know how to use several, but you can offer an invaluable service right from the start if you know one particular piece of software inside and out.

What has been the most rewarding and challenging project you have worked on?

Sunsetlinks.com. Unfortunately, the site is no longer up. It was a project that we were buried in daily for over two years. With this site we first learned the use of Javascript, Flash, database-driven content, RSS, and just about every other handy Web tool out there. It was a lot of work and incredible fun (especially the live golf tournaments).

What is your favorite design piece? Why?

This is a tough one, but the IMAG folder and inserts design was a large project that allowed us to be as creative as we wanted. The client was open to our design ideas and worked with us directly on seeing this project to its completion. Printing was also a plus because they did not try to ship our artwork off to some online print chop-shop. We went with a printing company that we knew could produce these beautifully. We really stress the importance of print quality to our clients. It doesn't matter how nice your design ultimately ends up if someone is just going to print them on a copy machine. YUK!

What American artist inspires you most?

Cliff May, Joseph Eichler (both architects from California in the 1950s) – their work can be seen throughout the San Fernando Valley.

All images have been used with permission. All images are copyrighted and strictly for educational and viewing purposes.