Designer Press Kit Award

Sarahndipitous Designs was awarded the Designer Press Kit Award at the Summer Craft and Hobby Association Convention in Chicago. It is a tremendous honor to be recognized by a leader in the Creative Industry and chosen by one's professional peers to be singled out for their handiwork... My deepest thanks.

I have been asked numerous times about Press Kits, specifically, how to create something that solidifies branding, engages the end consumer, and connects in such a way that those who come in contact with the pieces do not see a slick marketing campaign but are genuinely attached to the message... How is it that we build evangelists rather than 'dutiful click the like button' fans. This is a tough question made tougher when that "something" we're selling isn't tangible, isn't a physical product but rather, an idea wrapped in the cloak of a potential needed outcome. Designers sell art but, most times, we're hired to generate ideas, concepts, processes, and techniques... intellectual 'noseeums' hidden behind the veil of Non-Disclosure Agreements and Non-Compete Clauses in some Batcave.

So, I decided to pick apart this year's Press Kit a bit to illustrate the process and point out some of the thinking behind the entire campaign.

The theme of this year's Press Kit was "How to Be a Creative Super Hero In One Week." I had been marinating on the concept of a year's worth of weeks, 52 somethings that were bursting at the seams with purpose, deliberate actions that affect a positive change in those giving and receiving those actions. I encounter people daily that insist that they were overlooked when the art talent magic wand was sprinkling glitter over the Universe, people who genuinely believe that they are missing the "Create" gene. I personally believe that our humanity itself is discovered when we use our own two hands to craft the world we envision, that making things and producing something of value *is* what sticks us to the timeline of history- I believe this right down to my core.

I decided that I needed to illustrate how an ordinary person could be transformed in small increments over the course of a week to be decidedly extraordinary through their own initiative. I also decided that I would create this message sans fancy tools unaccessible to the average person (no editing software, no computer wizardry, no expensive tools that make us all look good and streamline the process... I went old school folks- recycled copy paper, a pencil, a permanent black marker, a straight edge, a gluestick and scissors (this was both liberating and incredibly frustrating incidentally))

I hand drew the comics and photocopied them at the local FedEx/Kinkos onto overhead projector transparencies. Each comic cell (7 x the 200 kits I made for the event) were each individually hand colored, painted in with acrylic paints in a series of layers on the backside. I wanted each and every person who received one of these kits to know that they were holding a signed and numbered piece of art, that they were worth an original and that the message was so important, the conviction so deep, that it was worth the time investment gifted in each kit. 

Each comic book was housed in an elaborate mechanical card shell. I actually love making things that are not static and creating objects that are intended to be played with and pondered (yes, for those initiated and desperately curious to know how the mechanics worked, there was a secret message to them alone all sealed up behind the scenes). The card was black and in the lower right hand corner, an abstract of some urban city. When the necessary pulls were engaged, the wheeled mechanism became a spotlight (a proverbial "batsignal") that called for a hero over the city.

Lastly, in following through with the promise to "Equip. Enable. and Inspire" (our trademarked tagline), I packaged each how-to comic book with a proper superhero mask in a clear bag that protects artwork and belted the outside with a custom crafted "utility belt"... a deck of 52 cards that my children had transformed sticker by sticker (200 x 52... we kept all the jokers) into meaningful ways to be someone's super hero... ordinary things that mean everything to someone in need, ordinary ways to use our hands to create the kind of world we'd like to live in, ordinary reminders that it was us, normal folks, who built Makermetropolis.

There were other facets and nifty new technologies we employed for the whole campaign that were dotted here and there throughout the show floor and sprinkled in the various presentations that made the message cohesive and fun. Press kits are really created to announce things, the point of this kit was to turn the spotlight a bit and shine it on the reason why I and my team love getting up every morning and going to work... for our clients and the end consumer who gets to interact with what we made.

If we do our job as Designers, they don't see us, they see our clients shine. When we edify others, when we encourage the very best out of people by using the talents we have been blessed with to their absolute fullest, those we affect turn around and do amazing things for themselves. In being someone else's hero, we in essence save ourselves I think.

Maker Faire Detroit

Ever since I was a child, The Henry Ford Museum inspired me to think bigger. One can hardly escape the pull of innovation whilst walking through the various exhibits and displays highlighting human ingenuity, invention, and initiative housed throughout the museum and grounds. As a kid, the machines spoke of people who were larger than life, people who chose to use their talents to build a nation and usher in an industrial age. As an adult, I walk through the museum with a sacred appreciation for the monumental sacrifices and determination the generations before me embodied to create such wonderful things. The Henry Ford is a living and breathing testament to what is possible.

A few years back I had the distinct privelege to have dinner with Dale Dougherty, chief imagineer of Maker Faire, while he was visiting Michigan. I loved listening to him talk about the Makers and Tinkerers he had encountered along in his travels, his eyes lit up as he conveyed stories about the random things people were inspired to pursue and build. I thought to myself that he, and those he so animately spoke about, were the kind of people I wanted my children to have the chance to meet. Dale's passion for making is contagious and from the moment he set foot here in Michigan, I prayed that his spark would catch. I had been a part of many Maker Faires prior but, I could think of no better place to host a Maker Faire than The Henry Ford... it was almost as if Henry Ford knew that there would be a time when people would need to be reminded of the fantastic things that could be made and accomplished when ordinary folks decide to go ahead and build themselves the extraordinary with their own two hands. He created a place full of things people believed to be impossibles at one time or another... automotives, flight, robots, and all the amazing technology being explored and invented daily. When Maker Faire partnered with The Henry Ford three years ago, it was a dream come true for me personally and yes, my children did get to meet Dale and all his amazing Maker friends.

My eldest Son's birthday falls in line with the arrival of Maker Faire here in Detroit. Rather than having a party, for the last three years he has spent his birthday money on wristbands for his friends to attend the Faire and experience the exhibits firsthand. This year, all three of our children, along with my husband and I, taught hundreds and hundreds of people how to build paper bracelets in the Young Makers area... the booth was called Paper Connections and it lived up to its name in every sense of those words. We made incredible friends, heard amazing stories, and learned so much about people from literally across the planet. Over 50 thousand slips of paper were folded and woven into the countless urban corsages worn by ordinary people commemorating their time at the "Biggest Show and Tell" event in the world.

Thank you to Maker Faire and The Henry Ford for the two Editor Choice ribbons awarded our booth <3 And a special thanks also to Grant Studios (Australia) for the paper, Fiskars for the scissors, and BIC Mark-it Markers for enabling us to draw out Makermetropolis.

The Henry Ford

By Scratch

Donuts are wonderful, especially fresh ones almost too hot to handle and still adjusting to the baptism of sparkling cinnamon and sugar. As most folks who have done this sort of thing know, making donuts from scratch can be an ordeal... there are just so many ways things can go terribly wrong yet, it's the pay-off, that plateful of awesome and the promise of pure amazing that seduces us out of our comfort zones and makes us willing to battle the hot oil in order to achieve bliss.

As it should happen, as these things tend to do, I managed to make about a dozen donuts before sparking a lovely kitchen fire (a product of wanting to "speed things along") that, of course, set off all the smoke detectors in the house. My perfect breakfast plan was promptly thwarted as the rest of the family quickly filed down the stairs to see what was the matter. Somewhere in the clean-up process, talk of going out to buy donuts was discussed in hushed voices (as if I could not hear the mutinous suggestions arising from the peanut gallery- moms have EXCELLENT hearing) and I pulled out my soap-box and mustered the best "lay it on thick" guilt voice I could manage. I explained the merits of scratch cooking, the beautiful nuances that store bought could never achieve, the love and care that mixed that dough and inspired an earlier than usual sunrise... to which they responded, "We are hungry now."

There is a lesson here that applies to crafting believe it or not and it is a hard one to swallow for some die-hard do it yourself (by scratch) maker types... some folks love the kits, they want the store bought and the instant satisfaction of having their "hunger" met immediately rather than waiting around for it and no amount of soap-box preaching is going to change that for them. Crafters are like brownies (or donuts) in a way... some will be pure store-bought, that is, they will buy the very best handmade lovelies and appreciate the taste but, they have no desire to make it for themselves and, thank goodness for them because, afterall, we need them to buy our handiwork to keep us in business. Then, there are those who buy the boxed mix, the ones who like the convenience of having the pieces and enjoy the satisfaction of making it themselves. Speaking as a Mom, I like the way boxed mixes (kits) introduce my kidlets to cooking without having to make the major investment of all the individual ingredients (which they may or may not like). And finally, there are those who love to build on their own (some with a recipe and some without). These trailblazers are test pilots, they pave the way for all future brownie (or donut) makers... they inspire us and teach us how to craft something amazing. Yup, sitting there eating a well-crafted store bought donut I had an epiphany that tasted like chocolate and smiled like a lesson learned. 

donuts

The Cost Of Business

The other day I was trying to explain the cost of doing business to a 6th grader during class. It was easy to point out the cost of the supplies and materials however, it was the intangibles, things like time, labor, and the process of creating a prototype that actually worked, that eluded this young grasshopper still green in the ways of economies. He, like so many of my adult students wanting to make a living creating, forgot about all the oxygen they sucked up whilst developing their masterpieces, the things we can't hold in our hands but are required to continue living... 

For those who manufacture something, it is a difficult uphill struggle to continue to monetize their intellectual property, ideas, techniques, and processes in a "freemium" society. We've trained a generation of people to see an object and immediately apply a "race to the lowest cost" mentality to it never once thinking about the fact that the person who created that wonder cannot eat praise or pay their rent in product or accolades from the global online mob-ocracy. 

I explained to the child in my class, "Sure, you can most certainly hang your clothes out on the line and wait for them to dry (longer during a rain storm and even longer during the winter) for free however, the other options have a cost (unless you are mooching off your friends or parents who will pay for the electricity for you). One can own the equipment (in this case a dryer) or, pay to use another person's property to achieve the final goal and, in both cases, one is paying for air- something unseen yet inherently necessary." The point is, to exact change, we must be vigilent in reminding people that the unseen costs in business count too.

Exact Change

{Pro} Fusion

As a Designer Member of the Craft and Hobby Association, I try to participate in the various events that highlight the creativity and innovation of our designer members when my schedule provides for it. Cloth, Paper, Scissors Magazine sponsored the Crafty Couture exhibit, a showcase of dresses created by Designer members that embody mixed media technique whilst using products found in the arts and crafting industry.

The dress is a fabric base, hand-sewn with connective thread that interfaces with Arduino technology (AdaFruit), and is embellished with copper and wood pieces (Lee Valley). The idea of mixed media is a "fusion" between crafting techniques and the emerging mediums and media outside of the crafting industry. To be relevent in today's creative spaces, those who create must be willing to step outside of their traditional comfort zones and test the boundaries arbitrarily set in place by one industry or another. Our dress was never meant to stay on a mannequin, it was designed to be worn, to be functional, and to be an ambassador of sorts... a mouth-piece of what mixed media could become.

Thank you to Lee Valley Hardware, AdaFruit, BIC Mark-it Markers, 3M, Fiskars and all the incredible folks who voted for it. 

Copper Conductive Dress 

Craft Wars

I needed to marinate a bit before deciding to post about Craft Wars, the new show on TLC. First, in the spirit of disclosure, I am a Professional Designer in the Crafting Industry, I not only create content for numerous publications and various media outlets, I also create the very products seen on the show. I personally know many of the folks involved with the show and call them friends as well as a large percentage of the contestants themselves... to choose a winner would be akin to asking me which one of my three children is my favorite- it can't be done.

Rather than pick apart and rehash many of the criticisms and various critiques, I wanted to focus on something one of my students pointed out. Let me set the stage a bit first. This student is in her late 60's, is retired and spends much of her free time and resources on crafting. This student and her many friends had a "Craft Wars" party and insisted on texting me throughout the innagural show- funny as they are (and they are), these texts and running commentaries will never be published. Her words to me at the end of that first show were, "Sweetie why do they make it all disposable? They obviously don't get why we craft."

We live in an age of "reality tv" except, in crafting, the reality part of it isn't to hurry through and throw glitter on something, it is spending time to create something of lasting value. The reality of the world today is that people crave connection, real meaningful connection, not only with others but, in a way, themselves and finding the time to do so is tough. So many things are competing for our time, so many pressing "have-to-do's" and those immediate status updates manage to steal away our fingers and seduce them into doing something temporal rather than building something lasting. We forget that the moment we pick up a few items and decide to take the time to build something from those things, that we are empowered. The whole world could be going down the tubes yet, that one ability to make something from nothing, that deep core belief that we can indeed create a new outcome is like wearing a superhero cape in the face of impossible odds. Crafting links one set of hands to another, it in essence glues together our own humanity and adheres it to the timeline of history.

My take on Craft Wars is that it serves it's purpose as passive entertainment. My hope as a professional crafter and maker is that we collectively insist on functional art, on deliberate, purpose-filled projects that are thoughtful and well-made. The term "craft" or "crafting" should not be synonymous with crap held together with hot glue, with cheaply made or rushed through sparkling quick fixes, or with disposable handiwork... when one hears the term "crafting", my hope is that they hear, "this took time" and think, "Wow, they won the battle, the 'real' Craft Wars... they fought for the time to create something of value and won." 

Paradise

The other day I was catching up with an artist friend of mine on the phone. The topic moved beyond the normal "how'ya beens and whatcha workin' ons" to a deeper conversation about goals, the direction the art itself was taking in each of our lives, and our own individual struggles as moms, women, balancing life, and of course being creatives who can never manage to shut their heads off at night. My friend said, "My version of paradise right now is a convertible sportscar." I laughed thinking about all the bugs she'd swallow and how long hair tends to fly forward as opposed to flowing back all sexy like as she was imagining. My version of paradise was a cup of coffee in some side street outdoor cafe outside of Budapest at that moment I think, coffee she'd never drink no matter where it was served. It got me thinking about what it is that makes folks happy and how, although we are all human, our versions of happiness are as unique as we are. It made me thankful in that very second that we are not all the same, that our voices, our art, our experiences and stories are incredibly varied because, quite frankly, only we ourselves are qualified to define our own personal paradise.

paradise

Happy Birthday America

Being Watched

I can't help but be fascinated by various critters, especially those who seem equally curious about me. I happened to have just read an email from an editor who was informing me of a change in a deadline (moving it up of course) and out of pure frustration looked up to find a squirrel staring at me. I had been muttering under my breath, seeing the usual plaid that comes with frustration tinged with anger never once thinking that anyone or anything could be watching. I suppose this may seem odd considering that so much of our lives are constantly watched, catalogged, and otherwise data mined by various technological means and such. Nonetheless, here I was wondering what on earth this furry creature was thinking from its safe perch directly above me. I began to wonder if it had been a person sitting up in that tree if I would have changed my behavior in any way? Would I have filtered my thoughts or changed my words, would my sketchbook have been less raw or honest? Just a random pondering for today. 

a squirrel's perspective

Off Hours

I have noticed that those who are insanely successful became that way by not following the flow of conventional thought... they did things off hours and when normal folks would have called it a day. It isn't that these folks had more time to marinate on things or free time here and there given to them just for the purpose of creating no, they worked incredibly hard during normal hours to pay the bills and then, whilst the rest of the world "decompressed" and found leisure, they cast off their indentured servant status and claimed their freedom, choosing to use their time as they pleased. Success finds folks who are seeking it first. 

In off hours, away from the herd of conventional thought thinkers, there is more space to expand, a bigger chance perhaps, a larger opportunity to attempt something daring and huge without a crowd to dampen the magnitude... Like this mass transit tunnel at 3 am, success has no obsticles, no hang-ups standing in the way to slow it down en route to its final destination.

Mass Transit

Crafting Ray Guns

It is no secret that one of my favorite places to buy crafting supplies is Radio Shack... I know, it sounds strange but, so does assuming that the only place crafters go to purchase supplies for their crafty mayhem involve locations with art or craft in the store name. The reality is, those who create, find inspiration everywhere and see the potential in random objects... they aren't paying attention to the arbitrary assignment or label attached to the packaging hidden in some UPC code. 

This project uses a simple etching kit from Radio Shack, a permanent Marker, and some springs from an old clicking ball point pen. It's a simple project that illustrates the cross pollination between art and technology whilst highlighting those who seek to make using what is on hand. I am hoping to have the opportunity to demonstrate this project while in New York attending Maker Faire in September.

Sarah Hodsdon Copper Etched Ray Gun

Connections

Linking, connecting, being a part of something and it in turn being a part of you... it's called connection and I think more and more in our ever connected world, people are craving a more meaningful connection. As a creator, so much of what I make is in a studio, behind closed doors and in solitude. Many of the makers, the tinkerers, the doers types I am so blessed to have poking around in my world have expressed at one time or another, how isolation itself, the act of creating alone, isn't much of a sparring partner for their inner muse. Creativity, that magical ability to connect the random dots everyone sees in such a way that a picture emerges, is so much more meaningful when one can actually share that discovery with another. 

Awhile back, whilst demoing for an amazing company (Grant Studio) at a industry trade show (Craft and Hobby), I got sidetracked showing a beautiful soul how to make a "gum wrapper" bracelet out of a pile of scraps we had laying around. As it turned out, she spent her entire middle school years wearing braces on her teeth and was never allowed to chew gum... thus, she had never been exposed to the joys of folding the wrappers and MacGyvering them into many versions of wearable lovelies. To create a bracelet, we needed 66 links (the span of about 15 minutes) and something to talk about to pass the time. As we folded, others stopped by and sat down at the table, each having their own story about how, when, and where they themselves had learned to link the wrappers of gum that tended to lose it's flavor much too quickly. As our hands were busy, memories came flooding back and in the re-telling, the moment right then, that connection of strangers linked in a common project, made it's way into each of our creations. The ironic part to the whole story was the fact that this woman had been following me on the various social networks, she was someone I had never met but had "connected" with at some point... it wasn't until we made something together that we were truly linked.

Childhood

I always savor the moment when I finish the last piece in a collection. "Childhood" has got to be one of my most favorite projects in recent times, calling it complete is happiness wrapped up the smile of good times with a dear friend. 

Spice

Everything smells of cinnamon. Perhaps the aromas of the season permeate deeper because the cold weather keeps us inside where the 'warm by the fire' thoughts are a bit more concentrated but, December wafts in like spice and vanilla surrounded by evergreen. Yuletide contrasts of fire and ice, red and green, twinkling lights and a matte velvet sky, make up for the shorter hours of day by ushering in extra hours to dream bolder and wish bigger. 

Head Up

Ever since I saw the debut of this song at Jeff Pulver's #140 Conference here in Detroit, this has been a mainstay in my studio music rotation. Enjoy