Creative Strategy: Lisa Ballard works out the bugs in licensing.
Artist Interview
Client: RAZ Imports
Art director: Ken Row
Title of Project: “Bug Me” product line – Ladybug pattern
What was the creative challenge? The main challenge in licensing is trying to come up with a sellable idea that hits a broad range of tastes. Then you have to choose the right colors and produce it in a way that is flexible enough to be applied to a wide variety of materials and sizes – all while keeping it to a low price point. You also have to be able to turn around the art in a very fast-paced industry.
How did you resolve the challenge? The ladybugs pattern hit many of the sell points above. The theme is universally appealing. It’s happy, and a fitting launch for the summer garden decorating market. The colors fit the traditional red and black of ladybugs while adding a punch of lime green and orange.
Please give us insight into your creative process: In designing for the licensing industry, you are your own client in many ways. You have to be aware of the trends in the gift market. When I shop, I am always looking at what’s out there and, more specifically, what’s NOT out there. I go to the gift shows to see what manufacturers would be a good fit for my style, and look at the themes being sold. When I get back to my studio, I take all of that information and explore style, patterns and color with twists on themes.
The initial sales for the Ladybug line grossed more than $100,000.00 for RAZ.
