Although we feel it best to say little and allow the work to stand on its own, we dedicate this space to articulating our approach and a few underlining principles.
Recognizing the essence of any communication project creates the best chance for the project's success. We articulate the essential qualities so a clear, unifying concept can be developed, and all elements—typography, text, photos, illustrations, colors, textures, shape, materials, size, proportion—can be brought together to work in harmony to produce a successful end product.
The difference between a piece being read and remembered or tossed and forgotten relies heavily on typography. Font selection; size; use and contrast; flow and hierarchy of information; density; placement. All are choices intrinsically linked to the visual power, readability and effectiveness of delivering the message—both overtly and subliminally. At Joslin Lake Design, we take pride and excel in executing solid, appropriate and engaging typography which invites the reader to look beyond the first glance.
Of equal importance is the quality and content of text. The message must be conveyed clearly and concisely, without fluff, clutter or confusion. Solid copywriting anchors the concept and is the reader's reward for spending time with the design. Too much and the reader will pass it by; too little and they are left uninformed; too clumsy and they are left confused, and the opportunity to get the message across is lost. We help clients focus on strengthening the power of their words, to inspire, engage, and educate, and move the audience to action.
Photography and illustration enhance and add depth to a concept by creating powerful visuals which can lead the viewer more quickly to the essence of the piece. When appropriate, we work with illustrators and photographers, or create our own original art, to enrich the concept and strengthen the message.
As a small studio on Chicago's North side, we offer everything from simple designs to complex solutions. We produce a wide variety of diverse and creative materials for a handful of clients. We enhance our capabilities by working with other talented creatives when project schedules or scope demand.
By staying small and working hard, we maintain our tradition of being flexible, available, and easy to work with, while remaining creative and energetic. We've been in the profession of graphic design for over 20 years now. There's nowhere we'd rather be.