Interview with Tracy Byrne [tracyface] on Whohub

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How and why did you begin to be creative?

I always was, even as a child. I didn't begin to utilize it until after I got involved in the printing industry. The possibilities were so great, the tools excited me and ooooo paper, love paper ... and the smell of a printing plant ... mmmm, just gets my juices flowing, even today.

What was great about it was that it wasn't just a pass-time, an elective or a process ... it was a means to make a living.

My foray into graphic design started in the late 1980's when I walked into work one day at the shop and the owner dragged me to the front office and pointed to this "thing" on a desk. "That's a computer Trace," he said. I nodded, knowing what they were but not really having any experience with them ... they weren't prevalent then.

He turned slightly, pointing to a row of books, technical manuals and user's guides. "Those are the books on how to work it and the," he stopped a moment, he too was a bit baffled by the whole concept but knew it was a necessary evil, "the software," he finished with a grin.

Continuing his directional pointing, his finger landed on a stack of papers at least an inch thick. With what I would have to call a teasingly wicked grin, he told me "this is typesetting that needs to be done by the end of the day, have fun!" And he left. I have always called this my "death by fire" experience.

Must someone be the leader or boss in order for a creative team to function well?

Well, a team is a group of individuals working on relatively equal levels, otherwise it wouldn't be too much of a team ... however ... it is also important that there be someone to keep the team on track. So I'd say yes.

The most effective team leader is one that doesn't see themselves as "in charge." Especially if that person is one who didn't sign up to lead, just kept showing up for the team and the other members catapulted them to the position on their own because of the new leader's abilities to lead.

Any team leader needs to be one that harnesses the power of the team. They mold, they sculpt, they guide and they contribute, but they always realize that they are nothing without the rest of the team and when it comes time to present the teams accomplishments, that leader never tries to take credit for a thing. It's always "the team" or "we".

Do you work well under pressure?

Sometimes I think some of my best work comes from the tightest deadlines and highest level of pressure projects. Pressure has a way of focusing the mind and therefor the functions the body does to follow. I really enjoy that big sigh and quiet moment that follows the close of that deadline when it's been met successfully. That 5 minute break that's a luxury you've earned for a job well done. Oops, gotta get back to work now, time's up :).

What do you feel when, after two or three years, you see an idea of yours again?

Well, that's happened already. It really depends upon the idea. There are some where I sat back and said "what WAS I thinking?" Then there are those that I've always been fond of that I just sit and stare at with a big huge grin and...oops, times up again, gotta get back to work LOL.

Where can we view your portfolio online?

My online portfolio can be found here ... http://www.ImAnOriginal.com. Let me know what you think please :)

What is your favourite type of customer?

Customers with good senses of humor and personalities that just don't quit. Nice one's who, even if they're not too happy about something, don't fly off the handle, they're honestly willing to let you make things right and to work with you to accomplish that. I'm always seem to work even harder for people like that.

When someone's obnoxious or mean or antagonistic, all I can seem to think of is "why did I take this contract and how quick can I get the heck out of here." It's the same really as with most things in life. You catch more flies with honey than with vinegar.

Up to what point do your designs reflect your personality?

Since my work is really in the realm of commercial design, I have always felt that my designs reflect the "personalities" of my customers. They have to, so that my customer can sell themselves as their own unique entity.

If I put my personality into every design, things would begin to look too boisterous, humerous, playful ... that doesn't really work in corporate America. Works well in the entertainment industry. Hmmm, maybe that's one of the reason's I'm having such fun with this most recent customer (http://www.JandGUnlimited.com). She let me use purple :). Just kidding. The artwork really called for it.

If you weren't a designer, what would you be doing?

um, crying? being depressed? being miserable?

How do I know? Well, remember that retirement I mentioned earlier in this interview? I did get to take it for a little bit and wow, did I get depressed. When I picked back up and started my work again, things changed drastically for me overnight!!! Focus, clarity, purpose and desire had returned and mmmmbaby does it feel good :).

Have you completed formal art studies, or are you self-taught?

I am self taught in everything I do. I did go back to college for my Master's in Business Management, carried a 3.66 GPA (darn math pulling it down from a 4.0 *sigh*). But when it comes to the core of what I do ... my design, sales ability, marketing, the web and so on ... no, this is all self taught.

My personal library is so full of various books on business, marketing, sales and design that I think I need another bookcase.

There really is something to be said for the self-made person. Though it makes it more difficult when you come across a job you KNOW you can do, you have no doubt and you would LOVE to have and they wont even consider you because you don't have that college degree, that is frustrating. I have seen more and more businesses though, saying "or equivalent experience," which is a wonderful thing!

What do you do when a client simply says "I don't like it"?

I ask questions geared to figure out exactly what it is they don't like, and then what they would prefer to see. I start an impromptu brainstorming session whether the client realizes it or not. It's important for me to understand what the client's needs and wants are, and it's not always easy for them to express it, or they may not really know, they just know what they don't like. So I try to find out smaller elements they do like, breaking it down ... and I run with that.

What part of your work do you do on paper and what part digitally?

I'll do base sketches on paper. Fiddle with ideas, layouts, blocking objects and so on. When I get something that makes me "feel" good, I'll scan it into the computer (sometimes) and use it as the background layer of my work so that I don't lose the original concept as I begin to create the digital art layers that will comprise the final piece.

My primary medium is digital.

What are you working on now?

I was just handed another new play by my client J&G, "here's the new one, read it, get to know it and start the artwork please." It's a comedy, I haven't read this one yet though (just received it tonight) so I'm not sure if it's a musical. Either way, I'll read through it, get to know the characters, block the scene's out in my mind, pick out the most memorable elements and begin to construct first the cover for the Director's version of the script. From there I'll work on the interior pages such as the Synopsis, the Cast of Characters and if it's a musical, the Music Line-Up. It's never just content.

You can see samples of some of the Synopsi here:
- http://www.imanoriginal.com/portfolio_miscellaneous_synops (...)
- http://www.imanoriginal.com/portfolio_miscellaneous_synops (...)
- http://www.imanoriginal.com/portfolio_miscellaneous_synops (...)
- http://www.imanoriginal.com/portfolio_miscellaneous_synops (...)

Up till now, what has been your professional career path?

I'd have to say commercial art ... specifically graphic design for businesses. This includes applying design theories to website design and marketing too believe it or not.

In which market, products or services, are you currently working?

Ooooo, I'm involved in the theatrical environment with my work right now. I love this industry. I'm doing work for a theatrical play and musical stage play writer. She should really do one of these interviews too, she has several people in her head who speak to her *grins* ... and I have her *shudders* (just kidding).

The products are stage plays and musicals and the target market are producers and licensing firms. It's been a fun challenge and there are so many interesting things we can do with this business to market it that just don't apply to other types of businesses. My favorite are the "Reads" and parties *hic*.

What is the consumer or user like that you have to win over?

skeptical! But then again, aren't they all?

What is the key to gaining consumer fidelity?

Customer Service! ... example: in 2004 I tried to retire due to personal reasons (no, I'm not THAT old :P). Some of my customers had been with me since 1991. None of them would let me! They didn't believe they could find someone who could take care of them the way I always did. So, why did they feel this way?? First and foremost I've always believed it was the level of customer service I have always provided. Second, the quality of work and Third ... the affordable way in which I did my job.

In times of crisis sales of generic store brands rise. What should premium brands do or not do when faced with this?

I don't believe they should price cut. I believe they devalue themselves when they do this. They create the atmosphere of ... "well, it can't be all that different as the generic brand says if they're dropping their price so low"

When a brand starts competing with the generic, they put the generic in front and now the brand just seems to chase. You want to be the one chased in the market, the leader, the first ... not the one sitting in the background screaming "ME TOO, ME TOO."

One of the biggest key ingredients in sales is customer trust. A brand needs to create trust, awareness, desire and need.

What is the most surprising thing you have learned about digital marketing in the last few years?

That businesses are truly embracing Virtual Communities in which to advertise and they're putting large sums of Real Cash into these "games" to set up their own little corner and reaching out to the residents (or players) of these games.

The use of that marketing medium has been evolving very quickly the last few years and I think we're finding now, ways that organizations can succeed in this realm. As with all things in marketing, much of this education has been on the heels of the failures of some rather large businesses.

As a marketer and a designer, I find the concept of this new world being a marketing medium fascinating. As a resident, I find it intriguing and exciting! I'm building that into my repetoir of marketing tools now.

How do you evaluate the potential of social networks for marketing on-line? Do you really think there is a new 2.0 marketing paradigm?

Social Networking has always been a key ingredient of the sales process, why should it be any different online? People like to schmooze ... they like to get to know you, they need it. Communication ... and not just pushing information in front of a consumer ... but true 2-way communication, is a very powerful tool and the internet gives us such an expansion on how far we can take this.

If you think of it on another level ... offline, to network, we physically go to social functions ... to sell we go to a customer's location ... to service our customer's needs we visit them, and so on ... online, we really can't do any of that. It's a non-face-to-face medium. So, we need to develop the means for the customer to get to know us. How do we do that? Chatting, Interacting, Blogging, Virtual Environments and so on. We build our online persona's and that's how we reach out to the world, not just our own community.

What hobbies have you got?

Beading though I've not done it in a while.

I run a clothing business in a virtual community where I create the virtual clothing and accessories for resident's avatars. That's a lot of fun! It's a great arena for practicing ... the danger of huge monetary loss just is not there.

Reading (recreational and business).

Drawing.

Horseback riding, though I've not done that in a while either. I have to fix that when the weather gets nicer!

If you were sent to a deserted island, which book, CD and film would you take with you?

lets see ... for movie, I'd take my 10 season collection of Stargate SG1 DVD's. For CD I think I'd take Nickleback ... and for book, I'd take the Twilight books :D they were great!!!

Though, being a deserted island, not sure what good the DVD's and CD's would do me ... do they get cable down there? :)

A simple pleasure that for you is quite big or important.

My children's smiles and laughter! It's contageous.

How do you respond to telemarketing calls?

No Thank You, best of luck to you. and I hang up.

I DO NOT believe in telemarketing. It's the most annoying medium for getting the word out, creates more annoyance and thus damages the reputation of the business and product utilizing it. It's as bad as SPAM.

What was your favourite primary/secondary school teacher like?

Funny ... human ... falable ... approachable.

Please list something you have not yet done, but that you would definitely like to do someday.

Travel to other countries and see the sights.

A word or expression that you love.

1. Everything happens for a reason ... and for the best in the end.

2. The perception of others is your true reality!

What is your opinion of the rise in popularity of plastic surgery and implants?

Seems to me that humans are no longer biodegradable. I would think the ecologists might have something to say on that matter. It's not very GREEN :).

Do extraterrestrials exist?

When you look up into the night sky and see those millions and billions of small points of light. Think of all the galaxies out there with all the planets circling all the suns ... how can you really think that Earth is the only one with life of some kind on it? It just doesn't make sense.

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