May 10 – August 12, 2012

Annenberg Community Beach House
Santa Monica State Beach
415 Pacific Coast Highway, Santa Monica, CA 90402
(310) 458-4904

Opening Reception: Thursday, May 10th, 6 – 8 p.m.
Artist-Curator: Bruria Finkel

Beach House Gallery Hours:
Spring: 7 days/week, 9 a.m. – 3 p.m.
Summer: (starting June 16th) 7 days/week, 9 a.m. – 4 p.m.

Visit AnnenbergBeachHouse.com for more information on gallery hours, parking rates, etc.

For exhibit and artist information, contact: Malina Moore, Cultural Affairs Supervisor, City of Santa Monica
(310) 458-8350

After running a successful studio for 30 years we’ve decided to offer our own simple style of business and marketing analysis to clients looking for new ideas.

We take a designer’s approach: we review the numbers, plus we look at where you’ve been, where you are at the moment and then ask: where you want to go? We can streamline operations, find real savings where you might not look, and in general apply our unique creative energy to improving your day-to-day, and more importantly, your future.

Our direct sales client – LifeWave Leaders recently asked us to examine their ongoing business and recommend improvements to strengthen the bottom line.  It’s a work in progress, but trust between business owner, their employees and ourselves is producing innovative ideas and a new spin on network marketing.

Call or email Patti Garland, Xeno brand strategist, for more information. (760) 610-2758

Beginning in 2008 we began working with the Zimmer Children’s Museum in Los Angeles creating logo designs and publication/collateral design supporting its Show & Tell fundraiser series. The latest identity design is for their 2012 event: the Art of Pop Culture.

Above is the final 2012 logo design along with six alternative concepts submitted to the client. All have their merit, but only one winner is chosen in logo design.

front and observes the response. If necessary, it’s back to the drawing board. “I do hit home runs sometimes,” he chuckles. Chris Garland will himself admit he has a flair for creating innovative, effective logos. He is not one to boast; his comment leans on a long track-record of satisfied clients and, as he proudly admits, several fulfilling decades in the graphic design field. His talent is as much a gift of nature as the result of a lengthy refinement process. “I’m of a certain age, literally. I’m not a kid that just started this recently, so I’ve got a lot going on in terms of experience and maturity. I know what I know, what I think I know, and what I don’t know – I don’t know,” Chris laughs. As for his unique brand of design, the Xeno style has been described as everything from jazzy to deco. Chris takes it all as a compliment: “It’s somebody’s way of expressing their feelings and why they like my work.” His own perception is that “it’s an interesting combination of contemporary and period. My work has a certain precision to it, there’s no doubt about it. That’s one reason why my style really doesn’t look like anyone else’s.” As a college student, Chris was an engineering major before switching over to straight design. “Most graphic designers rely on a subjective, artistic point of view. My creations emerge from a lot of technical thinking that other designers usually don’t engage in. That’s just the way I get a job done…with that sort of precision.” But precision aside, the true artist emerges when Chris speaks from his inspired heart. Although not a performer, he waxes poetic about his love and passion for the art form of music and how that is incorporated into his design. “A logo speaks in tones primarily. Some marks are more descriptive or literal, others are more iconic. But either way, a logo needs to resonate…and inevitably it does, any which way. If you draw just a line on paper, even that resonates.” As he continues, it becomes evident that Chris has perfectly merged his engineering mind with the sensibilities of a painter. “I choose certain colors because they represent tones and they vibrate. There is light energy that radiates from them…whether orange or green or blue. I coordinate those vibrations, those signals, and that’s why they buzz. I’ve learned to control that in my own way.”

by Shicana Allen

The recent publication of A Gathering of Sparks: Jewish Artists Initiative, 2004-2011 is a proud new release from Xeno Design. Chris Garland, the company’s innovative creative director, has acted as JAI’s webmaster since 2005 and was commissioned to be graphic designer and production manager on this project. The result is a visually stunning account of JAI’s history, membership, events, and exhibitions, highlighting the quality of the organization. The book is also a celebration of 50 exceptional Jewish visual artists, based in Southern California, and the first compendium of member artwork that has been done in print. Many individuals featured in A Gathering of Sparks are also participating in the Getty’s Pacific Standard Time exhibition series, recognizing artists of all ethnicities working in Southern California, 1945-1980.

JAI was launched in 2004 by the Jewish Community Foundation of Greater Los Angeles, in partnership with two distinguished University of Southern California mainstays: the Casden Institute (for the Study of the Jewish Role in American Life) and the Roski School of Fine Arts. JAI was formed in response to the lack of any other regional support network for Jewish artists based in California.

Since their inception, JAI’s activities have been prolific, amounting to over 58 special events in venues stretching from Los Angeles to New York City, attracting thousands of attendees. This includes having organized 16 innovative exhibitions, celebratory events, and a lecture series, as well as organizing an Israeli artist-in-residence program.

JAI’s membership, which started with 25 artists from a wide range of Jewish backgrounds and visual mediums, has grown significantly over the years. Members range from budding talents in their 20s to their most senior member, 96-year-old Max Finkelstein. Among the most accomplished is JAI’s own President, Ruth Weisberg, who brings with her a vast and unique background of honors, titles, and awards (link to a flip book of the publication – Ruth Weisberg is profiled on page 56). As she so eloquently states: “I value JAI because it creates a real sense of community and encourages us to explore the immense source of inspiration which is Judaism.”

JAI’s publication of A Gathering of Sparks is unique in that it serves multiple purposes, combining information and perspectives from artistic, social, and business points of view. It is a good example of how an organization can spend money wisely and accommodate a variety of needs in one venture. First, according to Chris Garland, “The book presents the tone, look, and feel of a gallery catalog, chronicling the diverse collection of artwork produced by JAI’s members.” This works well toward both sustaining and increasing membership for the future. “The production level was very professional and high quality, on the level of an annual report. You put this book on the table and it’s impressive… there’s no two ways about it.”

The book is also a wrap-up document of a three-year, grant-funded project that concluded in December 2011. The articles and essays, artist profiles, and photographs together provide a sophisticated overview of all the good that JAI has achieved over the last few years. Chris appreciates that “this book serves as a proof of accomplishment for all concerned. Everyone involved contributed something special; they deserve to have a document this spirited. Thank you JAI Executive Committee for choosing us to design A Gathering of Sparks and to then-program director, Anne Hromadka.”

“Chris, I am very pleased with ‘A Gathering of Sparks.’ It is really impressive and substantial. I’m thrilled to have such a handsome record of JAI.”
– Ruth Weisberg, President, Jewish Artist Initiative of Southern California

View a flip book of A Gathering of Sparks: JAI 2004-2011

Visit JAI’s website: jaisocal.org

Empowering individuals to overcome their substance addiction… Helping individuals to build a productive and fulfilling life

Booklet Design: PDF

California Drug Counseling Inc. (CADC) is a nonprofit, licensed, community-based substance abuse treatment and counseling center in Pasadena, CA. Since 1977, they have provided outpatient education, counseling and support to individuals with alcohol and substance abuse problems. CADC focuses on meeting the needs of hard-to-reach, difficult and underserved populations in Los Angeles County, including currently or formerly incarcerated individuals.

Successes come from combining proven and results-oriented behavioral change theory, with the expertise of a highly trained, licensed and certified team of professionals. Staff members include professionals degreed in psychology, sociology and social work, along with specialties in alcohol and drug studies and criminology. These many disciplines reflect CADC’s recognition that individuals with substance abuse problems invariably have a wider array of issues that must be addressed as well. Clients may be in difficult personal relationships, need housing, clothing, a job, or lack transportation. California Drug Counseling treats the whole person not only the substance abuse problem.

Facebook advertising is a specialty that’s constantly evolving and Patti’s our expert.

LifeWave Leaders’ numbers of ‘friends’ on FB was moving up at a slow rate. Our strategy for Dr. Rowe was to first create a Welcome Landing Page and then an ad campaign inviting new ‘friends’ to ‘like’ our pages in exchange for Facebook-exclusive special offers. Secondly, we created targeted Facebook ads distributed only to members of his ‘friends’ list with limited time offer discount codes.

What’s amazing about Facebook is the ability we have to target ads to people’s interests and their location; and you don’t need a big budget to start.

The numbers show our progress. In 6 weeks LifeWave Leaders went from 127 active users to 844 – and in 8 weeks to 1,300. LifeWave Partners, a related business, increased active users from 230 to 2,424 in the same two month period: June and July. And by October 2011, LifeWave Partners active Facebook users reached 6,452.

Like any other marketing tool, Facebook campaigns must be monitored and fine-tuned as trends and interests change.

Give us a call: (760) 610-2758 or send an email to discuss improving your success rate in the game of social media.