Leonard Choice

version

52008

Graphic Design – Photography – Publishing – Management

2

SKillsCoreGraphic Design & Consultancy

Project Management

Photography

Publishing

Digital Printing

AdditionalPrepress Assistance

Typesetting

3

cReAtiVityuSAbiLiTy

The basic points of reference:

who is the audience

Your perception and research

how long for defines design turnaround and production cost

where Project delivery – Locality, Print, Web

when defines design turnaround and production cost

preparation Is shaped by the first 4 points

cost Is kept low by applying multi-purpose design packaging

(one design with many platform/media delivery applications).

Good design is the product of the preparation and defining of good ideas. I am part of that process. I collaborate to define a product that will satisfy a client's intended use. The brief and material supplied is one of the primary steps in producing their work. Sometimes there may be little tangible demonstrations of the idea save for an outline or simple notes. This is where the following 6 points of reference I use come to bear. Using these signposts, a partnership of design and production can fruitfully begin —

A working relationship.

Background

PERSONAL INFORMATIONMarital status: SingleNationality: AUS/USPlace of Birth: New York City, NYResident Status: Permanent

WORK PRACTICEPublication Management, Art Direction, Graphic Design, Photographer, Digital Print Production, Book Publishing, Pre-press Consultant/operator - PC & MAC, Variable Data Consultant

TRAINING

CreativeAdobe CS3 – InDesign, Photoshop, Illustrator, Flash, Procreate X, Corel Painter, Cinema 4D, Aperture

TechnicalEFI Fiery Command Workstation RIP, EFI Splash RIP, Prinergy 2 PDF & PS WorkFlow, PREPS Imposition, TiagaSpace (SCREEN).

Variable DataPrintshop Mail, XmPie, IIR Course: Data Management for the Public Service. IBM: Variable Data MergeDoc & Frontier Userland-VIP Designer

EducationStockbridge Preparatory School, Stockbridge Massachusetts Connecticut College New London Connecticut, Purchase University, Purchase New York BFA Course (Bachelor of Fine Arts) Premedical Research Education Program (PREP) NYU Medical Center, Columbia University New York

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EXPERIENCE - BRIEF

2002 – PresentGraphic design & Publications Manager for The King's School. Production Publisher for the 4 book Learning Leadership series. Publisher for MyBESTOF editorial photograph Book & Magazine series.

2001 Design & Pre-press ConsultancyPC Pre-press & Finished Artist Design consultant: Contract basis consultant working primarily with NSW government departments such as Department of Urban Affairs and Planning to prepare layout and assist with production requirements of major multicolour long documents and document suites. Duties included: Layout and Design of Annual Report package, Layout and design from brief of long document suites of promotional material following strict compliance guidelines for Sydney Harbour Foreshores and Penrith Lakes Development Plans. Advice on basic pre-press and print production requirements. Liaison with print production representatives and managers on technical requirements and production costing. Bitton Gourmet Foods Corporate ID for new Start-up Café and international distributor of gourmet condiments to Hong Kong, Singapore and within Australia. Concord Communications Duties: Finish Artist, Typesetting and CTP Output

1998-2001 Mockridge Bulmer Senior Pre-press Operator with design and technical background. Fully fluent in MAC & PC environments. Major duties consisted of advanced colour correction, Impositioning, Taiga Space operation at advanced level, PDF file generation and editing, client support. Data Expert and Designer for Special Mail Products (SMP). Duties were to format and Distill 123,000 plus record databases for use with personalised mailing products for large corporate sector clients. Additional brief was the design of personalised printed matter for special purpose needs.

1998 ByHand ByChoice Established PC based Pre-Press Consultancy & Design Service for Small and Medium sized business. Specialising in Design to print service packages, Output & Printing solutions with an emphasis on cross platform files & troubleshooting. Variable Data Printing Consultant. Assistance for Printing and corporate usage in the setup, project brief and output of Variable Printing. Design of Front-ends for Data Engines for use with Pagemaker, Quark Xpress, MS Access, Filemaker Pro, MS Word & MS Excel programs. Digital printing solutions expert for Imatec’s Xeicon Engine Digital printer — IBM InfoColor 70 using RS 6000 server RIP & Thruprint engine and MOMENTUM VARIABLE DATA Database.

1997-1998 Imatec Pty. Ltd. Digital Printing Variable Data Expert, cross platform MAC, PC & AIX/UNIX operator. Wrote industry manual for the preparation of Data “Just Do It” Training on workstation job setup for Heidelberg Speedmaster using NT server - on Solaris workstation as platform for Dainippon RIP. Training with PressWise software & Quickcuts (Digital Courier App). Executed all aspects of Digital Press output to postscript for digital Printer IBM InfoColor 70.

1996 Return to New York and Los Angeles USA

1987–96 Right Choice Management P/L, Sydney Australia & Leonard Choice Management Consultants, Sydney Australia

Creative Management Consultant (Film, Television, Theatre, Corporate) Public Entertainment Consultant to Peddle, Thorp, Walker Architects. Prime activities: Entertainment Management, sponsorship, venue management, site supervision, Consultant for Murdoch Magazines, Historic Houses Trust. Corporate Function Design & Presentation Consultant. Company Co-director (9 years). Major Live Corporate & Public Events Entertainment Production International Touring Asia/Pacific & West Coast USA Film & Television Representation Corporate Design & Presentation Consultant. Clients: MLC Centre, Darling Harbour, SOCOG, Events Singapore.

Publishing projects (shortlist):

Publisher for the 4 book Learning Leadership series.

Publisher for MyBESTOF editorial photograph Book & Magazine series.

Design projects (shortlist):Department of Urban Affairs and PlanningAnnual Report 2001 Duties: Design and Layout. Length144pp.Penrith Lakes Project Duties: Map Layout and symbology design.Sharing Sydney Harbour Project Duties: Design from brief 32pp 4colour update companion document.

Bitton Gourmet Corporate ID, Branding, Trade Mark Company Stationery, Product labelling, Merchandising, Signage Duties: Provide a complete redesign of company ID toward developement of a recognised brand and stable Trademark

identity for domestic and international export of gourmet food products. Design brief inclusive of Stationery, Labelling, packaging, signage and POS.

Concord CommunicationsRoles: Finished Artist, typesetter and pre-press outputDuties: Finished art for Blue Chip financial institution

documents such as prospecti, new product briefs, insurance and investment reports.

Department of Youth AffairsProgram identity & implementation:Momentum - DYA special project Duties: Design of Project Logo graphic Identity, for placement

on all promotional material inclusive of Stationery, TV , Banners, Posters, and signage etc. Development and planning for event initiatives culminating in a 3 day event held at Darling Harbour and various venues contained within the Darling Harbour facility.

Second Annual Circus SummitThe Australian National Circus Association & Streets AheadTight Rope - Program identity & implementation:Duties: Design and Print production of Project Logo graphic

Identity, for placement on all promotional material inclusive of Stationery, Banners and Posters.

Hot DangTexans On TourBelvoir TheatreDuties: Theatre Production Design, Graphic Design and Print

production of Performance Logo graphic Identity, for placement on all promotional material inclusive of Banners, Posters and performance program.

Textile Clothing and Footwear CouncilAll Together AustralianRole: Event Program Producer Duties: Overall Production design & supervision of the

Australian & USA promotional events in liaison with TCFC and Austrade. Activities covered development of unified stage, set, audio-visual and printed media design, Project Management Budget 1.5 million.

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PROJECT MANAGEMENT

Project Agreement, The Contract, Deposits, Brief(s), Signing off Work, Schedules, Security, Archiving and Storage.

Project Agreement Agreed initial written points of reference that identify working parties by name, general timing/time frame, scope of project/job(s), Reporting and specific delegation of reporting and budget(s). This document will constitute the basis of a written final contract.

The Contract The document inclusive of the Project Agreement points of reference with further details defining indemnification, conflict resolution procedures, notification times for reasonable variation, terms of project fee(s), amount of start work deposits and final payment figures.

DepositsA Start Work Deposit is a requirement to commence any work on any new accounts/projects (25%).

Brief(s)General points of the brief should be included on the Heads of agreement and contract such as: reporting officer and/or office, name of project/job and its general description. The brief serves as the basis for the production schedule and defines timing for each stage of expected commencement, conclusion and delivery of (each) design/production task.

Signing off WorkDependant on the project/job scope, this generally means: In terms of design approval there are 2 expected drafts to be delivered. Beyond these 2 design drafts further fees would generally be incurred.

Print Production ProofsDependant on the project/job scope, this generally means:

Sets of fully imposed paginated sheets, set for press runs, which can be inclusive of an associated mockup/dyeline booklet (where necessary) to verify the accuracy of imposition pagination. Dependant on the size of the project/job these imposed sheets can be up to A1 in size. These proofs are to be examined carefully for content and accuracies. At this point, and in only extreme cases can there be any changes to design elements. These changes will incur additional costs and add time to final print production.

Where there are corrections to these proofs, new sheets are generated. There is usually a maximum of two generations costed for. Beyond these two print production proofs further fees would generally be incurred.

SchedulesInclude timing for: Project/job commencement. Delivery of client supplied files and other key materials. Timing for proof delivery. Turnaround for return of client correction(s) of drafts. Delivery of print production proofs. Turnaround for return of client correction(s) of print production proofs. Agreed fees and payments.

Security, Archiving and StorageFor the duration of the project, job files are kept in an encrypted folder using Windows 2000 encryption. If a secrecy agreement is required, it will be signed and adhered to. All supplied client files remain the client’s property and will be returned at the conclusion of the project/job. Production files created during the project will also be supplied to the client. Where storage and archiving is requested, files will be transferred to CD, DVD, Hard drive and/or Tape media and saved in native operating system and file format. A nominal fee per media and handling is charged.

7

Creativity with regard for production and usability.

8

SEND an Adobe PDF file or a hard copy digital print proof for view and or approval.

ClientReceives the 3DAP proof(s) for corrections and/or approval. Or the client prints the delivered PDF file on a laser or inkjet printer. BHBC will supply specific printer output settings/profiles (as needed) so clients can print PDF where colour and density is important.

SENDnative layout applications files to printer as well as PDF Xtreme files dependant upon printers’ workflow specifications. Special transparency overlays for knife shapes and varnishes are made using acetate or tracing sheets. A colour or black & white double sided folding sample is also supplied for pagination with bleeds or printers’ output reference.

PrinterMakes final colour proofs and prepares file for final printing and finishing.

USE postscript level 3 devices as well as monitor and paper calibration technology to ensure proofs are within 90 - 95% of what the final digital or offset product will be.

The Work Flow*

*wor

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ing

a Sp

lash

™ R

IP •

EFI

Fie

ry™

RIP

• A

dobe

™ R

IP

FujiXerox 6075 II Pro Shinohara & Heidelberg Offsett Presses

FujiXerox 1250

SOFTWARE

OutputAdobe RIP (Epson)EFI Command WorkstationSplash G630 RIP

PDFAdobe Acrobat 3, 4PitstopQuite A Box of Tricks

DTPCoreldraw suite 9, 11Illustrator CS3, InDesign CS3Pagemaker 6.5, Photoshop CS3Quark 4,5,7

WEBFlash (basic)Dreamweaver (basic)

Word ProcessingMS Office MAC & PC

Variable Data & DatabaseByChoice-Variable Data Solution 1FileMaker ProMSAccess Printshop MailInDesign Data Merg

HARDWARE

Workstations x4Station 1PC 2.8 gighz, 4 gig ramStation 2

MAC Pro dual 1.8 gighz, 6 gig ramStation 3

MAC G4 dual 1.0 gighz, 3 gig ramStation 4

MAC G4 dual 1.0 gighz, Splash RIP, 3 gig ram

Digital Proofing1 x Epson 40001 x Xerox 1250 Colour Laser Printer for overlays and duplex mock-ups up to A3+

Peripherals1 x Wacom 12x12 digital Tablet1 x 2 port Netgear 100/10 print server

FINISHING & PAPER STOCK

Photographic Stock (Archival & Proofing)

High Gloss Professional Proofing 430x15.2mEpson Proof Grade Gloss, Matt 430x15.2mUncoated plain paper up to A2+Canon Photo mattte, A4Canon Photo Pro Gloss, A4Canon Photo Plus Gloss, A4

Canvas Art Stock (archival)

Innova Roughtek Achival canvas (315gsm) 430x15.2mCreative Folks Achival canvas (250gsm) 430x12mSoftex Achival canvas (315gsm) 430x15.2mBreathing Colour Polypropolene (8 micron) 430x8.5mBreathing Colour Brilliance Natural (315gsm) 430x18.5mBreathing Colour Brilliance White (315gsm) 430x8.5mBreathing Colour Chromata White (315gsm) 430x8.5m

Laser Production

FujiXerox Colotex Plus 100-250gsm (standard) A4 - SRA3 FujiXerox Colotex Gloss 140 - 170gsm SRA3 FujiXerox Colotex Satin 150gsm SRA3FujiXerox Colotex Idol (standard A4FujiXerox Classic Parchment (176gsm) A4FujiXerox Colotex SuperGloss SRA3 (Photographic)FujiXerox Colotex Digital Art SRA3Presentation Mounting up to 508x752Hole punching (2 and 3 hole)Hot and cold lamination up to A3 Saddle stitch Bookleting Presentation Mounting up to 508x752Hole punching (2 and 3 hole)Presentation Document Folders with Pocket A4+Folding: Tri-folding, Engineer Folding, Bi-folding A5 to SRA3

SRA3 is: 450x320mm

Common Stock, Software & Devices used

ScanMaker or Linotype Hell is used for image scanning at 3.8 Bit depth or Fuji Xerox 6075 is used for document scanning. File types available are: TIF, JPEG or PDF.

Accept the Chance Celebrating

175 years

...of a lifetime at one of Australia’s

great boarding Schools

Enquiries: Telephone 9683 8423 or enrol@kings.edu.au

THE KING’S SCHOOL

Accept the Chance...of a lifetime at one of Australia’s

great boarding Schools

Scholarships & Bursaries Available Years 7 – 11For gifted academics, musicians and all round leaders

12

AACADEMICEXCELLENCE

T

he K

ing

's S

ch

oo

l str

ives f

or

th

e v

er

y

hig

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t ac

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ut d

oes

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he e

xpen

se o

f a

bala

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ed

uc

atio

n.

Whilst academic e

xcellence is

the goal, it is

recognised th

at the tru

e quest is to

realise

potential,

so that n

o King’s man sh

ould fail to have his g

ifts

and abilities d

eveloped.

It is w

ith a myria

d of small i

nnovations th

at gifte

d teachers

create g

reat le

arning.

13

...academ

ic

excellence

In an age that o

ften se

ems to be co

ntent with

the

mediocre, T

he King's School st

rives fo

r high

academic standards.

To a

ssis

t in t

his

Th

e K

ing

's

Sc

ho

ol o

ffer

s:

• A Scholars' Class w

hich is

a specia

lised cla

ss for g

ifted stu

dents in Years 5

-6.

• The Challenge Progra

m, an in-house progra

m for gifted an

d talented stu

dents in K–6.

• Participation in

The Tournament of Minds, T

he Maths O

lympiad

and other external enric

hment programs.

• Ability graded cla

sses fo

r Mathematics

and English in

Years 4-6.

These initia

tives and others a

re designed to

ensure that th

e name of The King's S

chool is

synonymous with

....

CELLENCE cc

acmi

demi

ademccc

llenceeThese in

itiative

ativesothers a

re d

and othe

and

esigned to

ensure that th

e nn

The King's

me of The

ame o

School is

synonymous with

..th...

..

10

EducationArt Direction, development and maintence of corporate identity, graphic design and photography

Newspaper and Magazine advertising: The King's SchoolSMH • The Land • RM Williams Magazine

Magazines, Newsletters and ProspectiThe King's School

Clockwise from top left:

General purpose document folder,

TKS Preparatory School Prospectus,

NSW Junior Rugby 10's Program, The King's Gazette,

TKS Wall Calendar.

Learning

LeadershipLear

ning

Lea

ders

hip

B

ook

Book

3

LeLeLeLeLeLeLLL aearnnin

LeLeLeLeLeeLeLLeL aaeadede

Learning

Leadership

BESTOF

My

BES

TOF

BESTOF

P h o t o g r a p h y

The Khandallah Estuary 2007

Th

e K

ha

nd

all

ah

Es

tua

ry 2

00

7P

ho

to

gr

ap

hy

P h o t o g r a p h y

BESTOF

BP

ott

ooo

One of the most beautiful places I have ever been. One of the most wonderful 4 days I have ever spent at a place in my life so far. I am truly thankful for the experience and I hope these images will give you some idea of the pleasure I had of being in such a idylic part of Australia.

Leonard Choice

Life where river and ocean meet.

BESTOF

Beauty and simplicity.

Book & Magazine Publishing

Art Direction,

Graphic Design and

Photography

The "MyBESTOF" series: Shortrun magazine and soft cover book publishing 1500 – 3000 copies. Present distribution NSW

1 Million Dollars in sales. The "Learning Leadership" series: 4 Book text book series in soft cover currently in 4th printing. Publishing 30,000 copies. Present distribution Domestic Australia, New Zealand and South Africa

12

Branding, Identity & Merchandising

B i tt o n G o u r m e t 3 7 a C o p e l a n d S t r e e t A l e x a n d r i a N S W 2 0 1 5 A U S T R A L I A

R e t a i l & T r a d e |A B N 3 8 0 9 4 2 1 5 0 8 6

Tel: 02 9519 5111 Fax: 02 9519 5455 Mobile 0409 519 896 Email: bitton@au.gateway.net

With ComplimentsGOURMET

THE KING’S SCHOOL

175

form

function

lifestyle

Quality blinds and shutters

crafted to enhance any

window.

Ursula

Tattersall

Sales/Marketing

Manager

ph: (02) 9457 9066

fax: (02) 9457 8607

25 Beaumont Rd.

Mt. Kuring-Gai

NSW 2080

Australia

0407 573 715

tattersall@justblinds.com.au

blinds.com.au

m

ctictiooooonn

esstttyleyyyyl

Australian made Shutters

Just Blinds & Shutterscrafted to enhancee

Australian made Shutters

Proudly Australian Made, our shutters

have been manufactured in a purpose

built factory in Queensland for the last

25years. Options are both internal and

external product and we pride ourselves,

in being able to go out of the square when

designing product, meaning your design

options are endless.

Material used range from:

• PVC, which can be used for internal and

external applications

• Aluminium available in 3 standard colours

or custom powdercoat

• Hardwood shutters have options of flat

or elliptical louvers, framing options and

special shapes

• WRC is suitable both internally and

externally, painted or oiled, lacquered

only for internal applications. Flat or

elliptical louvers, framing options and

special shapes

• Shutters are available as internal or

external, with a huge range of colour

options and blade sizes.

• At Just Blinds & Shutters we pride ourselves

in being the market leaders in both design

and manufacture meaning your design

options are endless.

25 Beaumont Rd. Mt. Kuring-Gai 2080

Ph: (02) 9457 9066 Fax: (02) 9457 8607

www.justblinds.com.au

Marketing Collateral

Point of Sale, Posters

Covers: Annual Report & Magazine

Business Illustrations

Signage

800m

mx3

.5m

Scr

een p

rint

ban

ner

JustBlinds – Document Cover, Inserts and Business Cards

13

Bitton Gourmet Foods:

National & international

Product branding

Tradewind Communications

Annual Reports and Covers

From top left: Extreme Sport NZ

Magazine Cover concept. Peter

Stuyvesant campaign – bus advertising

(backlight & Shelters) Clinique

campaign – posters, wobbler & counter

cards. .

From top right & down: Inaugural

concept for Youth Arts & Skill Festival.

Logo finished art for sound studio.

Telecommunication logo.

Image Retouching, Colour & Effects

14

LaSt WoRDs

Within this booklet I gave you:

• a concise overview of my background

• my understanding of a practical creative partnership

• what current available tools I have and finally

• a few examples of work through the application of the above.

This document is set out as an important point of intial reference lets leave further details to our “face to face” and let that outcome be shown in the work we produce together.

Short and simple .

15

nOtEs

LEONARD CHOICE10 Camelot Court, Carlingford NSW 2118

M: 0416 357 568 P: 9890 7137 E: lchoice@bigpond.net.auW: web.mac.com/mybestof

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