Scott Hull Associates

An interview with art director Shelley Frayer

Title of Project: Psyched for Surgery

Target audience: More magazine is geared towards celebrating women over 40.

What was the creative challenge? The challenge was to address the issue of trying to emotionally and mentally prepare for surgery. Our basic direction to Lorraine was to somehow create a tranquil scene within what would typically be considered a stringent and clinical environment

How did Lorraine resolve the challenge? She combined the yoga pose with a woman lying on a surgery table, thus transforming the table with visually calming and meditative elements. The patient looks at peace and in control, the subtlety of the surgical elements further supports the idea of suppressing your fears before surgery.

Describe the final outcome of the project: It looks great! I’m so glad we finally had the chance to work together, since I’ve been admiring Lorraine’s work for some time. She was the perfect choice for the assignment and she was an absolute pleasure to work with. I hope to work with her again soon.

For the last 3 decades I’ve dedicated myself to the world of visual thinking. You could call it commercial art, illustration, illustration design, or just plain art. Now I’m seeing an opportunity in this creative era to bridge the gap between art and commerce.

So began this little survey…

I created this survey as a benchmark to expand our clients vision though process. How can we help move markets? What makes one standout from the competition? Have the masses been hypnotized by advertising that is powerfully directing the world?

Leading and connecting visually is our fuel for the movement. John Patterson, founder of NCR stated in 1910, “The best way to teach is through the eye. It is hard to retain what we hear, but a person remembers 80% of what they see.”

This discussion panel shows people use the words: unique, impact, emotion, different, or visualization the most. Adobe was named several times. Many postings were from web savvy or younger talent in this regard.

Designers, who made up 56% off the responses, most commonly said: pencil, underappreciated, freedom, digital, and visual. Artists responded with: Entrepreneur, passionate, and style.

Would you consider yourself or your company a trend leader or follower? How are you using illustration to build your client’s business?

Why are you not using illustration as a skill set to help reach your audience? Are you allowing tools to overshadow your skill?

Scott Hull Associates is known for fostering talent and nurturing collaboration. We are always encouraging our artists to take new paths and try different innovative ideas with their illustration and design.

Lisa Ballard was online a few months ago researching vintage ceramics when she stumbled upon an old Chinese cat figurine and was instantly inspired. She used the antique feline as her foundation and began to design a new line of children’s illustrations around it. With a trademark facial style, scalloped edges, surrounding floral patterns and overlapping lines, Lisa made all the animals with a specific themed expression and accompanying patterns. The result is a colorful, quirky, and charming, potential line of products.

For the company that is looking to give an antique chic communication to their audience, Lisa is a welcome breath of fresh air.

The National Magazine Awards Foundation is a bilingual, not-for-profit institution whose mission is to recognize excellence in the content and creation of Canadian magazines through an annual program of awards. Lorraine Tuson produced this beautiful illustration of a phoenix for Canadian Business magazine.  It made such an impression that Lorraine was given the Silver Award in the Spot Illustration Category.