Roughstock Studios is a San Francisco-based, green certified communications studio offering graphic design, copywriting and consulting services. We build meaningful messages that increase sales, build customer loyalty and make your business more successful. Roughstock Studios designs logo and identity, marketing and promotional materials, advertising, copywriting, editorial and newsletter writing, websites, business collateral, CD, DVD and book packaging, and more. We also specialize in small business, sustainability, hospitality, and food and beverage consulting.

Insights From the HOW Design Conference

HOW

After an extended trip back to my hometown (Boston, that is) for the HOW Design Conference, I'm feeling super focused. I've spent the last six months or so mulling over Roughstock and my own goals, and the conference put a lot into perspective for me. Instead of a lengthy review or analysis, I'll just note some of the key takeaways I was left with that I think apply to all organizations...
Challenge yourself to think atypically.
We're all conditioned to take the path of least resistance, but if we give ourselves the chance to step off this path, the results can be incredible. There was no better evidence of this than speaker Bill Strickland's discussion of his journey transforming a failing inner city school into an educational powerhouse for arts and leadership. If you want to lead the competition rather than play catch-up, you need to step outside your comfort zone, challenge your own assumptions, and take a few calculated risks.

Work smarter not harder.
This is one of those nuggets of common sense that seems to always fall by the wayside. It goes right along with measure twice, cut once. Whatever you're doing - whether it's designing a direct mail piece, completely rebranding your company, or giving a speech - think about each small step along the way. By making active decisions with a larger goal in mind, the fruits of your labor will yield bigger and better results.

Play.
As the child of workaholics, it's very hard for me to separate work from personal life. But with careful practice, I keep discovering that the more I invest in my personal world, the better my work becomes. After all, the human mind is not a machine. It's an organic, responsive mess o' brains that needs exercise and excitement. Trips to Fenway Park, Charlie's Kitchen, the Museum of Modern Art et al. provided me with color palettes, patterns, lighting techniques, compositions and insights that I never would have gotten with my eyeballs pinned to a computer screen.

Remember why you do what you do.
Chances are, you've gotten so caught up in the logistics of your work that you've forgotten what drew you to it in the first place. Revisit that attraction, and ask yourself if you're doing exactly what you want to do. You don't have to drop everything and hit the high seas on a sailing ship, either; try asking yourself how you can adjust your businesses practices to better reflect your own values. As I practice this myself, Roughstock's future becomes a motivating goalpost rather than a logistical nightmare, and opportunities are already poking me affectionately in the ribs.
I love that just a few days of mental and visual stimulation can make such a difference in both my personal and work lives. Sharing stories with colleagues, meeting new people who I've only ever heard of before, and absorbing the experiences and values of others has been powerful. I can't wait to see it all seep into my work over the months ahead.

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A Royal Birthday Gift

The Captain really outdid himself. Last night, on my birthday, he presented me with this:

Vintage Royal typewriter

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Answer a Few Questions and Win!

Update: Thanks to all who participated! The survey is now closed.

I'm redesigning roughstockstudios.com and I really want your help. Our visitor statistics keep going up and I want to make sure the site stays as relevant and useful as possible.

I've put together a brief survey (really—it's less than ten questions) to find out what you'd like to see here (or not see, for that matter).

To sweeten the deal a little, one lucky survey participant will be randomly pulled from a virtual hat to receive a free copy of Made to Stick: Why Some Ideas Survive and Others Don't.

Of course, if you don't want to be bothered, you can always leave your comments below. Thanks so much!

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Happy New Year!



And now, for the next chapter...

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Hoisting a glass in honor of Repeal Day

The following is an article from the New York Sun dated September 6, 1930. It's the story of one family in the restaurant business—my family—and not only is it a fascinating look at hospitality and daily life in the first half of the last century, it also seems an appropriate way to honor Repeal Day.

Pier Six poem

"A recent transfer of a lease for a restaurant property in Chambers street, near Broadway, brings back memories of a family who for fifty years or more catered to the eating and drinking appetites of some of the best known men in New York. It was the house of Schmidt—headed by the father Louis, and his two sons, Ollie and George. They actually put the liquor or saloon business on the business map and conducted it as one might conduct a banking institution.

Louis Schmidt opened and ran for many years the place at 6 Center street and it was known far and wide as Pier 6. Just why this name became attached to the place is not of record. It was in this place that two sons were instructed into the mysteries of drink mixing. From the start they liked the business and stuck to it as long as Andrew Volstead kept his ideas to himself.

It must be conceded that the Schmidt menage was good when it had upward of a dozen competitors in the triangle on which now stands the Municipal Building. It was then bounded by Tryon Square on the south, on which the Staats-Zeitung Building faces; Center street, Chambers street and Park Row. In the newspaper building there was a famous rathskeller. Next door was Pier 6. Then came Leggat's hotel and bar. Two doors away was Humpy Hanover's Curio and on the corner Paddy Shea's.

Ollie Schmidt's restaurant in New York was a popular hangout for journalists and politicians.

While all these places were going full blast, the Schmidt boys and their father kept right on selling good things to eat and drink. George, the younger son, was born over the saloon on Center street and has been in business barely three blocks away from there during his life. Ollie, being older, took over the burden when his father died and continued the name of Schmidt in the purveying business.

Not far away from the Schmidt domicile was the home of the Stender family in William street, just around the corner from Spruce street. Ollie was a live wire and so was Emma Stender, the niece of the elder Kate, who established the famous Kate's, which ran until a few years ago and which went out of business because liquor was taboo in the premises. Good food could be had until the day the key turned in the door for the last time. Some years ago Ollie died. His wife, Emma, assisted by sisters, Kate and Frieda, tried to carry on. Many of the old customers stuck, although they had to forgo their accustomed whisky sour or the seductive cocktail or a schoppen of Rhine wine with their meals.

Ollie had died and Emma had followed in a few years and the load was left for Kate and Frieda. It was too much of a load with only a few hours of eating each day, and they closed the place.

Kate's restaurant in New York didn't survive Prohibition.

But to get back to the Schmidt boys. Ollie had a following. The Center street place was not magnificent as far as appointments went, but the bottled goods were of the very best. The small priced luncheons were tasty and the free lunch good. So when the place was forced to close the boys looked about to see what could be had to take over the trade who constantly reminded them they should stay in the neighborhood.

The place at 81 Chambers street long had been an established place and they took it over. Then the difference of opinions of the two brothers became known. Ollie thought the place should be closed at 7 o'clock each evening. George thought a later hour would be better. But the hour was 7 o'clock, and if a customer happened to be in the bar at that hour he was asked to take a "nightcap" on the house and everybody started away from 81 Chambers street, but the records do not show they always went directly home.

From the start the Schmidt ownership prospered, but Ollie thought he should have a place of his own and he therefore opened on Park Row at the apex of North William street, one of the handsomest cafes then to be seen in lower Manhattan. It was not a success and Ollie lost practically all he had saved and dumped into a place that was not wanted on a street of people who were rushing to catch subways and elevated trains. Brooklyn Bridge terminal was in those days a wonderful railroad terminus, but the Schmidt place did not seem to appeal.

Ollie therefore took over the William street place made so famous by Kate. City officials and newspapermen of note of other days congregated here and pleasant hours of reminiscence often brought to light interesting news stories that found their way into print. The Schmidt boys as well as the Stender girls were known to writers and public officials generally, but their support was not adequate to pay the overhead when the Volstead law became a part of the dictum of the day.

Interior shots of Ollie Schmidt's New York restaurant.

But George Schmidt stood his ground. When the law against the sale of intoxicating liquors became operative he stood by the law and never sold an illegal drink. But he did try to make his restaurant stand up a little straighter and reorganized hi place with full restaurant equipment and with this he has gone along until he decided he had been in the purveying business long enough and barely a stone's throw from the place he was born.

The Chambers street place had a couple of things to its credit that did not call for the use of alcoholic stimulant. True the corned beef and cabbage on Wednesdays have tasted a little better with a glass of real beer, but George's customers knew the value of the food and were satisfied to forgo the stimulant. On Saturday's he had a dish of pork and beans that attracted men from far and near. Men who had never called except on Saturday could be counted in the throng, for such it was, during the bean season, which seemed to run the year round.

George Schmidt has not served a drink behind a bar for many years and he probably will never mix another, but he has fond memories of his lifelong experience catering to men in public life in New York city. He has known personally Mayors and their cabinets and the writers followed him around as they did Kate and Ollie. Now he plans to retire from active daily routine and take a rest that may eventually take him up to Connecticut, where he has his eye on a cozy place that will be his home for the rest of his days.

Many years ago the Schmidts—father and sons as well as sisters-in-law—wrote their names into the hearts of good eaters and drinkers. All sorts of men—and no women—found their way into 6 Center street and the other places. One of the customers wrote a piece of poetry of fourteen verses which he had printed on good paper and was distributed to the patrons of the place. The man was retiring enough to withhold his name, but the author was known to those on the inside. On the first page titld "Pier 6" is a cut of Ollie and George Schmidt. It points out that Ollie is the owner and that George and Fred and Ollie Curtis are 'a brave quartet of bartenders, who only serve the best.'"

Now please, go out and celebrate.

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Design Interlude: Anniversary CD

We went to visit The Captain's grandfolks for Thanksgiving this year. Despite taking 27 hours to get there (um, it was supposed to take six—thanks, United), it was a great time. They were celebrating their 60th anniversary this year. Holy crap! So we brought them this:

CD cover design by Roughstock Studios, copyright 2007.

Despite my original attempts at sweet illustrations of birds in trees, The Captain insisted on something more "abstract" (he doesn't go in for sweet too much). So I went with something a little more '40s. I kept it simple, since the grandfolks don't even really know what CDs are (if I could have put it on vinyl, I would have).

If you're interested in what was popular in 1947, the playlist is as follows:
  1. All of Me—Frankie Lane
  2. Anniversary Song—Al Johnson
  3. Smoke! Smoke! Smoke! (That Cigarette)—Tex Williams*
  4. Linda—Ray Noble and His Orchestra
  5. Ballerina—Vaughn Monroe
  6. Ain't Nobody Here But Us Chickens—Louis Jordon and His Tympani Five
  7. I've Got a Crush On You—Frank Sinatra
  8. Near You—Francis Craig and His Orchestra
  9. Heartaches—Ted Weems Orchestra
  10. Chi-Baba Chi-Baba—Perry Como
  11. Across the Way From Alamo—The Mills Brothers
*I used to play this song constantly when I was DJing the honky tonk; it's a great western swing number, made famous again as the opening tune to the film Thank You For Smoking.

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Some Colors Can't Be Copied

I'm on the road right now, resting in rural Vermont. Internet yes, cell phone service no. Strange dichotomy. Even stranger is the 3-legged dog I'm staying with. Photos to come later (I only brought my film camera). In the meantime, here are a couple of shots from last year's trip:

Fairlee Stones. Photograph copyright 2006 Jessica Sand

Old Mill River. Photograph copyright 2006 Jessica Sand

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Simplify This.

One of the easiest ways I have found to simplify my life is to stop reading the absurdly long list of ways to simplify your life continually posted by life-simplifying blogs.

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August/September Roundup Now Online

The August issue of the Roundup has been combined with September's issue, for a comprehensive, full blown, content rich, action packed issue of the Roundup.

To get the Roundup delivered to your inbox completely free (we don't even ask for your soul) every month, just enter your email to the left (right there, see it? Where it says "The Newsletter"). Or click this link.

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Talking About Important Things

It's been just over two weeks since I was in that auto accident and one week since recovering from a gnarly bacterial infection (I'll spare you the details save to point out that when the doc prescribes the highest dose of antibiotics and coma-inducing barbiturates, you know you've got something vicious running around inside you). Normalcy is still nowhere near my peripheral vision, and yet I can't deny that I've got it easy.

I don't generally get too personal when writing online but I've decided to break with tradition because, well, I feel like it and I need to find a way to start writing online again, a transition. I've noticed/discovered/learned several things over the past weeks, most of which have appeared to me in question form, and mentioning them seems to be a good way to get back into writing about the things going on outside of my own life. The stuff circulating through my brain these days includes but is not limited to:
  • When I think "how much worse it could have been," am I belittling the experience of those who are, say, paralyzed? Am I effectively saying, "I could have ended up like them, god forbid"? That seems both rude and ignorant to me. And yet I feel enormously lucky.
  • Why has western medicine still not integrated elements of yoga and other eastern practices into the treatment process?
  • Why do people think it's okay to do things other than drive when they're behind the wheel?
  • How can I make Roughstock a profitable business that ultimately serves the interests of the whole, not the few?
I think mortality and death are beautiful phenomena, because they strip away the bullshit so that we can see "what really matters" (an ephemeral, constantly changing collection of things). My late uncle, conversely, is fondly remembered for having paid close attention to the details of life: colors, textures, pauses, shared words. I think the details allowed him to overlook the terminal illness he lived with for years. He knew he was going to die but not when; why worry about the big stuff when there are beautiful things to marvel at and words to string together in new ways?

All of which is to say, you can feel two different emotions, believe two opposing things, at the very same time. So I'm going to start writing online again, with no promise that my words will be relevant or on time. I'm just going to do a little exploring, throwing ideas out there. Let me know if anything resonates, or ticks you off.

Best,
Jess

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Great Examples in Copywriting: Big Agnes

When The Captain bought me a Big Agnes for my birthday, I was in heaven. The sleeping bag was wide enough to allow me to toss and turn at will without feeling like I was being strangled by a giant slug. And it had no filling on the underside; instead, there was a giant pocket for my sleeping pad, ensuring proper insulation from the cold ground without the weight of added stuffing.

Big Agnes is my new hero. The Captain just came home with his latest installment: a two-person backpacking tent weighing naught but three pounds, fourteen ounces. And the best part? This little zinger found buried within the tent's setup instructions:
"Helpful Hints For Tent Set Up:
• Our tents are easy to set up but we suggest you practice once at home before using them for the first time to avoid late night bickering with tent mates while fumbling around in the dark..."
Why is this such a brilliant example of copywriting? Because it acknowledges an important camping reality: tents are a bitch to set up in the dark. And you will fight with whomever you're trying to set it up with if you've never done it before. It is clear and concise, yet speaks to the camper as a fellow camper.

I love copy that is truly helpful without going overboard, and this is a great example.

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