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90 Please Sig   n Here
89 Rifftastic
88 Perfume is Overrated
87 Shared Sp          ac e
86 Realpolitik
85 GoingNuts.Org
84 Concept, Redacted
83 My Design Graph
82 Creativity, First Class
81 Lost in Translation
You’re speaking Greek, I mean Latin. Having un beingcarded. Charting the path o your design decisions. This ad isconfdential. Going nuts over dangerous nuts. I wouldn’t touchthat client until you did. Two-person identity mashup. Just whatis that scent? Redesigning careers. Signs o beautiul progress.
BONUS CHALLENGES
For more challenges, click here to buy the book
Creative Workshop
rom Amazon.com!
 
2 Exercise 81
Your ad reads: “Lorem ispsum consequat dolor ix voxpopulii.” Either your audience is uent in designer’sLatin, or you need to roll up your sleeves and startwriting some real headlines. Crating copy or adesign project can be un i you have a strongcommand o your native tonguethough i writing isnot your orte, the process can be nerve-wracking.But don’t be scared. You’ve probably been acopywriter at some point in your lie. Just think backto when you took a trip to a oreign land. Whenconronted by cryptic billboards and bewilderingad images, you couldn’t help but write sales copyon the y. How else could you process that otherwiseunintelligible mass o oreign characters atop asmiling, bikini-clad woman clutching a piping-hotcappuccino?Use the ollowing challenge to take a journey intothe mind o a copywriter.
Lost  Tslto
Layout, writing30 minutes
“Most advertising experts agree that an attention-getting headline is thekey ingredient in asuccessul advertisement.” 
 
Robert W. Bly,
The Copywriter’s Handbook 
chaLLenge
Find a oreign-language adver-tisement and redesign it with textyou’ve written in your native tongue.Try not to adjust the layout to ftyour words. What will help thisoreign ad make sense to thosewho speak your language?
Take iT furTher
Find a television advertisement in a oreignlanguage, take screen captures rom key scenesthat incorporate written text, and retouch them withdialogue in your language that makes sense o theprogression o images.
 
3Creativity, First Class
On my desk is a pile o postcards at least three inchestall, sent to me and my wie rom people all over theworld. They are inscribed with sentiments evoking aspecifc sense o place.For example: Here’s one o “The Bean” in Chicago’sMillennium Park, or a pink-purple sunrise over the wet-lands o Hillman Marsh in Ontario, or a bald cypresstree at sunset in Louisiana. There are also manycolorul landscapes o the mind: Andy Warhol’s silkscreened “Four Monkeys,” classic paintings by Matisseand Chagall and van Gogh, a lovely gouache happyace by the late designer Alan Fletcher. Postcardspurchased rom art museums and bookstores, ordiscovered in attics or at ea marketsoten tellingtales o places that no longer exist, whose historyis preserved through these yellowing squares othick paperboard.In the ollowing challenge, you’re going to designyour very own postcard, but or someone else’s travelobservations. Will they recognize the spirit o the placethey’d visited rom what you create?
ctvty,fst clss
Illustration, photography60 minutes
“Like all great travelers,I have seen more thanI remember and remember morethan I have seen.” 
Benjamin Disraeli
Take iT furTher
Ask or multiple paragraphs rom people thatyou know, then create an accordion-oldedpostcard book that links the locations throughthe overall design.
chaLLenge
Ask a riend to write a paragraphor you rom a vacation destinationthey returned rom recently. Takethat paragraph and design a post-card or it that evokes a sense oplace rom that destination. Then,when it’s complete, send it to your riendwith the paragraph written on it.
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