ASID Icon - January/February 2009 - (Page 6)

PRESIDENT’S LETTER/ Erik Hansen DIRECTOR OF MARKETING + BRAND STRATEGY Michael Berens DIRECTOR OF RESEARCH & KNOWLEDGE RESOURCES ASSOCIATE EDITOR Kerry O’Leary ASID STAFF EDITOR Jennifer Lipner Michael Alin, Hon. FASID EXECUTIVE DIRECTOR Bruce J. Brigham, FASID, ISP, IES ASID PRESIDENT Steps Out On behalf of all of us at ASID—volunteers and staff—we welcome you to a new year! We all know it is going to be a challenging time, but certainly better, I hope, than some of the dire predictions we have all heard! AS I MENTIONED in my last Carolyn Ames, Allied Member ASID; John Connell, AIA; Judy Fosshage, ASID; Janel N. Fowler, ASID; Holly Frye, ASID; Maria LaPiana, editor, Connecticut Home & Garden; Melinda Sechrist, FASID; Katie Weeks, senior editor, Contract Magazine. ASID ICON EDITORIAL ADVISORY COUNCIL Bates Creative Group DESIGN & ART PRODUCTION Sam Ezeji, Oswald Cameron GRAPHIC DESIGNERS President’s Message, there isn’t a single part of today’s economy that isn’t acting up right now. Our profession really depends—in every design specialty—on a vibrant expansion of the U.S. economy: new homes, renovation projects, mortgage money, new businesses, expansion plans, new stores and so on. It will take real effort to maintain the vitality of our own businesses during this ﬁnancial correction. This is a time when it would serve you well to make sure that you refresh and remarket your own personal brand. And speaking of refreshing a brand, that is exactly what ASID is doing as well. I am pleased to welcome you to a completely new design for ASID ICON! As you can see, from the cover to the layouts, graphics, typefaces and photos, the entire magazine has undergone a complete facelift. We hope you like it. We are extremely excited about this new direction for the Society’s ﬂagship publication. One aspect of the new design that I ﬁnd especially appealing is the cover. In so many ways, the cover of a magazine really sets the stage for the rest of the magazine’s style and point of view. Instead of continuing to look like a typical “shelter” magazine—and competing with the hundreds of glossy-project-photograph-headline-screaming rags out there in the design marketplace—ASID has taken a different path. The new cover design is thoughtful and each issue will tell a story. Rather than shouting out about some pretty project, the covers will try to make you think. In this way, the cover reﬂects the articles inside: serious discussions on practice topics and the effectiveness of ASID interior design—not just beauty contests between pretty projects. ASID and its members are serious about our discussions of design, and I like having our most important magazine look like it takes itself seriously. All of this—from front to back—is part of a much larger effort on the part of ASID to refresh its brand image. We know who we are. We know the importance of what we do as interior designers. We want to initiate conversation with our members and the general public. But our brand, and all of the manifestations of that brand, have not always reﬂected who we are and what we have to say. The Society is making a concerted effort to bring our image up to match our true personality. This new design for ASID ICON is a beautiful culmination of some of that work. It is a magazine that looks interesting and compelling. It looks professional and important. It looks meaningful and worthwhile … even while it looks like fun to read! These are all excellent attributes that we strive to convey with the overall ASID brand. So welcome to the new ASID ICON. We hope you enjoy reading it as much as ASID has enjoyed putting it together. Please give us your comments over the next few months (e-mail your thoughts to icon@asid.org), so we can truly make it your magazine. i Stephanie Diec, Janet Frank, Mike Hisey, Shane Holt, Bill Lovett, Patricia Nolin, Leron Owens, Marjorie Pedrick, Doug Pratt, Albert Quintero, Mark Tumarkin, Marcus Weston eﬁt of membership in the American Society of Interior Designers. SALES REPRESENTATIVES BOOK LEADER Erik Henson Heather Zimmerman ACCOUNT SPECIALIST SUBMISSIONS & CORRESPONDENCE: PROJECT MANAGER Heather Ciocca ADVERTISING ART Dana Marleau NAYLOR TEAM PUBLISHER Jill Andreu ASID ICON 608 Massachusetts Ave., NE Washington, DC 20002-6006 P (202) 546-3480 F (202) 546-3240 publications@asid.org FL 32607; (800) 369-6220; (352) 331-3525 fax. Copyright 2009 by Naylor, LLC. Reproduction in whole or in part prohibited without written authorization. Receipt of ASID ICON is a ben- EDITOR Tara Horstmeyer Volume 11, Number 1, ASID ICON (ISSN 15270580) is published six times a year in January, March, May, July, September and November for the American Society of Interior Designers by Naylor, LLC, 5950 NW First Place, Gainesville, POSTMASTER CHANGES OF ADDRESS: ASID ICON, c/o ASID Customer Service 608 Massachusetts Ave., N.E. Washington, DC 20002-6006. Erik Henson at (800) 369-6220. ADVERTISING INFORMATION: PUBLISHED JANUARY 2009/AID-S0109 /8501 Bruce J. Brigham, FASID, ISP, IES 6 icon january/february/09 the magazine of the american society of interior designers

Table of Contents Feed for the Digital Edition of ASID Icon - January/February 2009

ASID Icon - January/February 2009 Contents President's Letter Of Note Innovations Getting it Right Shadowing Design Bearing Up Industry Contrast Up Close Design for Life Environotes Inside ASID Grassroots Showroom Resource Guide/Advertisers Needful Things

ASID Icon - January/February 2009

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