Typography.
​One of the first courses I had to take for my graphic design certification (complete in just a couple weeks!) through the Parsons School of Design, of New York's The New School. I knew nothing about the subject, and certainly did not have the faintest idea that I was about to discover a completely new, great love that would blossom into embracing the art of book design. Not just the cover, but what lies between as well.

Computers are great and necessary tools, and digital skills a must in my line of work. But I do fret about the devolution of hands-on, nuts-and-bolts, pen-and-paper ways of functioning. Imagine my surprise upon learning that the first assignment for this on-line course was to watch an hour long documentary on the Gutenberg printing press! Better yet, as the course went on and we began to create, the wonderfully old-school instructor required that we sketch our designs, letter forms, posters, logos, etc. by hand before moving to the computer, and required us to scan our sketches to submit along with the digital renditions. Combine this with delving into the social and historical contexts in which various typefaces arose or were suppressed, and I was hooked.

My first book design was done as a final project for the InDesign course. I saw an opportunity: I needed to design a book, and my cousin had been sitting on a collection of poetry that she had been wanting to self publish  for some time. Poetry, especially, weds form and function. The cover art has to be right, of course. But inside is where the details become paramount. You want the right typeface to reflect the mood of the collection overall. Perhaps a straightforward, in-your-face sans serif boosting the power of the words, versus a gentler, easy-on the eye serif type for denser novels. Line breaks and punctuation and white space work together to construct a visual experience that will enhance how the reader hears the words and rhythms, pauses, pacing and cadences in the mind's ear. 

Since then, I have had the pleasure of designing three books professionally, with more on the way. One of these was a second edition redo of the inner pages; the other two were cover-to-cover jobs.

What I especially love is getting a sense not just of the contents of the book, but of the writer: his/her personality, where the particular piece of work "came from" (e.g., was the inspiration life experience, a person they met or piece of history, or is it purely a creative endeavor (as if anything ever is)?), what resonates for the author in the book. That reveals what kind of feeling or experience the writer wants to give the reader. Often, after some brainstorming and going back and forth, the cover art that causes the author to shout, "That's it!" will answer these questions without me having to ask them out loud. The power of visuals is not just about selling, as some book designers will tell you, primarily aiming to design a cover that will "make buyers snatch it off the shelf." A book cover is not just an ad. Does the writer want the potential reader to feel wonder, or to be intrigued to solve a mystery or puzzle, or to feel drawn to the peace evoked by the cover? It is nonverbal communication that begins the experience for the reader before they've even opened the book.

Have a manuscript sitting on a shelf? A stash of brilliant poetry or short stories sitting shyly in a folder waiting for attention? Don't be afraid to give me a shout. There's almost nothing as delicious as the old "curl up with a good book." Except, maybe, designing one.

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​Yours in the struggle - Carla

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I was recently contacted by a young woman dreaming of starting her own business, put in touch with me by someone who knew I had recently done so with a decent amount of success. We had a good chat on the phone, but I was left feeling that I did not adequately get to the meat of the thing. This is for her, and any other dreamers out there. Those of you who have created and run your own show would undoubtedly have much to add.

Twenty months after deciding to become my own boss, these Three Ps are what success boils down to: the Purpose that drives the work (mine and others'), the People I get to work with, and the Progress that I now devote my skills to supporting. Of course, anyone who runs their own business could add many more - planning, patience, persistence, positivity, prayer... But that's another post.
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Being one of those to whom Doing The Same Thing Every Day is a horrifying soul death, I developed a variety of skills and interests over nearly three decades of my adult work life. Coupled with being a big picture person, the strong desire to fill a perceived need, and wanting to make the world a better place, over time these skills and interests coalesced around communications. 

After years in the government as a health communications person, and as a health care provider and counselor before that, the need to be filled was clear. What I wished many times, was for the creator of that fact sheet or brochure or awareness-building poster or website to be able to 1) write specifically to the intended audience, 2) have the understanding of the data that needed to be included and possess the skill to present it in an accessible way, and 3) render it all graphically in a straightforward, eye-catching, user-friendly manner for print or web. In other words, a science to plain language translator with graphic skills. Who was pleasant to work with. This became my mission, and, now that I am about to complete the Parson's New School of Design graphic design certification, it is thrilling to be fully stepping into my Purpose. It is the opposite of the mythic midlife crisis.

Those words of a wise friend and client sum up these first couple years of Serenity Communications. Having arrived at the Purpose, the "who" quickly fell into place - i.e., the People and organizations I want to serve. In short, those working to make the world a better place through health, education, social justice, and the arts. All human needs and achievements, the roots of quality of life and Progress. Not only "do no harm", but promote good.

The variety of clients and nature of the work has been fun, rewarding, interesting, and has diversified even further the audiences I now reach and types of people and organizations I work with. There are many unknowns when you step onto a new path, and we typically don't realize what treasures lie in those secret places. Imagine not only developing a new skill (graphic design, in my case), but discovering a totally unexpected love. Who knew book design would thrill me so - and I get paid to do it?!
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Being self-employed is not for everyone. Perhaps we are somewhere between "normal" people and artists, with their wonderfully extra large right brains and dreamy souls. We are creators, but creating to meet a need versus "art for the sake of art"; risk-takers, but tending to be somewhat practical and strategic in our risk-taking.

​But above all, there is nothing - nothing - like being your own boss.

Yours in the struggle - Carla

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I've been wanting to do a whole review of this outstanding 2015 documentary, "Stargate Theatre: A Defining Act", but a head cold has me too impaired for any kind of deep analysis. And, I realize, this piece needs no words, really, it just needs to be shared.

A program of The Manhattan Theatre Club, Stargate Theatre worked with court-involved youth to create and perform their own original Off-Broadway play, Deeper Than Skin. The full play can be watched here, and is certainly worth it. However, as a performer myself as well as having worked with numerous young people facing intensely difficult and heartbreaking circumstances, I wish to share the documentary here. In addition to clips from the play, this "behind-the-scenes" view brings us into the discussions, processes, relationships and internal work required of all involved.

Worth one short hour of your time. Watch with friends, family, coworkers!

Yours in the struggle - Carla

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