Design Works Creative Director to appear in HGTV HOME Makeover TV Show

hgtv_home_march2-13_magazine_insert_thumbDesign Works International’s Creative Director, Nancy Fire, will appear in the upcoming “HGTV Home Makeover” television show. And so will the Design Works International’s New York studio, where some of the show was filmed.

Nancy was appointed Design Director for the HGTV HOME brand in 2011. And from the beginning, her goal has been to develop, in partnership with the HGTV team, the overall product line and brand image.

From the HGTV HOME ad, March 2013.

From the HGTV HOME ad, March 2013.

She has a wide array of responsibilities with HGTV HOME, from trend forecasting, design direction, and setting the tone for the brand’s product development, to working with licensees in the US.

The HGTV Home product line is already retailing in nearly 100 stores across the USA.

You can catch the show on March 23 at 6:00/5:00 PM Central Time. Or on March 29 at 1:00 /12:00 PM Central Time.


Trend prediction, and its importance

Have you noticed how occasionally several designers will show runway collections inspired by the same things (probably something you wouldn’t have though of yourself: pirates, Victorian Britain, bikers, etc.)? If so, you’ve probably asked yourself what was going on? Did these designers — who are competitors — conspire or steal each others designs? No. What they did do was make the same estimations about trends.

Trends in fashion and in culture emerge at different rates. As a general rule of thumb, if a trend has bubbled away under the surface for some time (and that’s often the case) and then starts to become suddenly much more popular in that underground scene, then it’s probably about to go mainstream. By the time it’s being used in adverts to sell soap, online banking, or whatever have you, it’s already passed its prime as a trend — at least as far as the designer is concerned. Continue reading

7UP Targets a Big Market with Retro Graphics

7UP became a major brand of soft drink in 1967 after it was marketed with the tag “the uncola” to differentiate it from Coke. Adverts used a Beatles-esque Yellow Submarine-look, to suggest that 7UP was fun, quirky, psychedelic, and in tune with the era. The campaign also suggested that the slightly wild experience was a natural one. The bright, clean colors were, notably, a striking contrast to Coke’s dark brown-black. I mean, would you want to steer a submarine through water that color? Nor would we. It’s unspoken, but the advert suggested that 7UP’s major rival was out of date and unhealthy.

Continue reading