Design For The Times
by Carrie Allen
Corridors / August 2003
"We have great faith in what we call intelligent creativity," Patricia Belyea.
Design for the Times
In the offices of Belyea, a graphic design firm in the Tower Building, the aesthetic is light and airy. Some of the walls are painted yellow, the columns are orange, and even the receptionist's name is Joy. In one corner, delicate tables hold blown glass balls, made of swirling gold and ginger. The most eye-catching objects in the company's lobby, however, are four small books. Pocket-sized and produced in-house, the books creatively describe the work of the 15-year-old firm, and testify to an office of very talented artists.
Each of the "Little Books" is as unique as the Belyea designer who created it. Such creativity needs a solid guiding force to result in cohesive branding for corporate clients. Founder and creative director Patricia Belyea holds the reins and integrates that talent.
Intelligent Creativity
"If you're any good as a designer, both sides of the brain are fully functioning. We have great faith in what we call intelligent creativity," Patricia says. Belyea builds programs for companies that want to lead in their industries. This includes creating corporate identities, marketing brochures, web sites, and other communications.
Over the years Belyea has also applied graphics to cruise ships, motorcoach fleets and major signage systems. Its clients include travel company Princess Tours, wood products giant Weyerhaeuser, West Coast innovator K/P Corporation and Belltown boutique Les Piafs, to name just a few. Pro bono work for nonprofit community organizations has led to a line-up of nonprofit clients, including the King County Sexual Assault Resource Center.
Belyea opened its offices on the 3rd floor of the Tower 12 years ago, then moved up to the 10th floor, expanded to a second office on that floor, and then moved up again recently to the 12th. " We have our eye on the penthouse now," laughs Ron Lars Hansen, Belyea's lead designer and a partner in the firm.
Brainstorming Sessions
Belyea takes a particularly "unusual and dynamic" approach with clients to understand their companies and messaging. They invite clients to the Tower offices for brainstorming and strategy sessions for what Patricia calls "non-linear mapping". Add music, munchies and comfortable clothing to the mix, and clients find the sessions refreshing and enjoyable.
"We begin with mapping worksheets. We ask participants about the key messages their company puts out there, about the company personality, and about customer wants and needs. They can say anything they want to us and we cluster their ideas for them. They do all the talking. It's the most painless way to transfer the information we need from their brains to our brains."
A second session - perhaps the most fascinating - is what Patricia has dubbed "The Wall." Ron explains: "We collect images that relate to the client's world, often magazines filled with thought-provoking photos. We all tear out pictures and words that relate to the project. Each participant talks about the reactions, emotions and thoughts that the pictures provoke. We tack the 'found objects' up on a large wall, eventually filling it with a huge collage."
The Creative Leap
These sessions, coupled with outside research and customer surveys, help Belyea "come up with the most remarkable solutions for our clients," Ron says.
The Wall stays up and is referred to throughout the messaging and design phases. The creative leap into the final design comes after all the collected information has had time to gestate. "We're good at creating the alchemy that produces great design," Patricia says. When Belyea comes back to the client with the end product, there are "usually no surprises. They now see their company strategy captured in effective design and are delighted," Ron says.
Patricia says that by working with clients who are leaders in the field, they respect the innovation and integrity of what Belyea presents.
"We're really driven to create design solutions in partnership with clients. We don't just create pretty things; we create the results clients' need."