We recently had someone send us a gorgeous catalog for Chicago-based, architectural lighting manufacturer, Focal Point. The piece was designed by Brian McCrea, the Senior Graphic Designer, who has been with Focal Point since 2003. It is printed on Finch Fine, Ultra Smooth, Bright White, 100 lb. text.
We contacted Brian McCrea to find out more the piece and how place can influence design.
Finch Paper: You said that you’ve lived in Texas, Louisiana, Colorado, Arizona and Illinois. The first question, why Chicago?
Brian McCrea: I blame my wife. I had followed her to Colorado and then to Arizona so why not another state? She had an opportunity to open up a an office for her family’s business in Chicago and we jumped at the chance. The opportunity to live in downtown Chicago was something we couldn’t pass up. The family business has since closed but we’ve remained in the city.
Finch Paper: You had an agency called Azul Design, was that a nod to Texas and the multicultural terrain?
McCrea: Sî y no. I had an office in Cave Creek and was immersed by the bi-lingual community. Azul was intended to invoke a mood or feeling and was really left to interpretation. Azul was primarily my freelance vehicle and where I started to do work for America West Airlines Magazine.
Finch Paper: You have been with Focal Point for 8 years, has working for a single client significantly changed your approach to design?
McCrea: You definitely feel like part of the brand and are more sensitive of how it’s viewed. Fortunately, Focal Point had a great commitment to marketing prior to my arrival so it’s been great to build upon the past. My design has always been pretty clean, however, I would say that I’ve become far more interested in visually telling a story. We work with amazing architects and designers so I’m always excited to see how they’ve been able to solve a problem and include our lights at the same time.
Finch Paper: Do you find outside sources challenge you or that you have to create new goals for yourself to keep things fresh?
McCrea: It can be really tough at times. Being in-house can mean that you’re working on some boring stuff at times but along comes a new brochure and you feel rejuvenated. The people at Focal Point understand the value of design so we’re able to creatively explore.
Finch Paper: Where do you draw inspiration online or in day-to-day life?
McCrea: My “morning paper” includes a lot of creative driven sites. I turn to Brand New for identity commentary, AdWeek to satisfy the inner ad man in me, Absurd Overheard for a laugh, and Interior Design and Dwell for the latest design trends . I’m addicted to the iPhone app Hipstamatic–my daughter gives the “of course dad has to take a picture of this” when we’re out and about and I see something interesting. The results can be a bit uncontrollable but the images are stunning and it satisfies my OCD for even the most mundane subject matter.
Finch Paper: The photography in this particular piece is very striking, you are the primary photographer, but contract out. How do you determine when and how to use outside photographers?
McCrea: Schedule usually dictates if I take a photo or not. I like to leave things to the professionals but I have to be a stunt photographer from time to time. The majority of our images are obtained through architects or directly from a photographer who has shot a space that I’m after. A fair amount of my job is spent hunting images and it can be very satisfying when it all works out. We have a dedicated photographer for local jobs but it can be really difficult to get access to an office especially if it’s been handed over to a client.
Finch Paper: How do you make your paper selections?
McCrea: We have a small library of swatchbooks that I like to go through. After I get a better idea of what the finished piece might be I like to get a dummy on several stocks to compare.
Finch Paper: Are you influenced by local printers or design trends?
McCrea: I try to be as collaborative with my printers as possible. I’m definitely not the one with all the answers so it’s nice to bounce ideas and to take suggestions from them. I ultimately make the decision but I like gathering feedback along the way to make everyone’s life easier. Larry McDermott at Classic Color was very helpful with this piece. They were able to tweak things to improve image clarity.
Finch Paper: In the budget vs. tactile feel vs. environmental impact decision, what wins and why?
McCrea: I’m an uncoated sort of guy as I love the feel. My wife always says that I have to touch everything and this is no different. Not all jobs are done on uncoated paper but that’s definitely my first choice. Environmental certification such as FSC seems to be the expected norm now so that’s a contributing factor as well.
Finch Paper: Had you worked with Finch Paper before?
McCrea: Absolutely! I find it to be very reliable when it comes to image reproduction and I know what to expect.
Finch Paper: How often do you produce catalogs?
McCrea: We put out between six to eight product brochures a year and produce a product catalog on a bi-yearly basis. Beyond that, we’re a two person design department so we’re bouncing all over the place from print to web to forms.
Finch Paper: Has working for Focal Point influenced how you design your personal space or does having two kids do most of the design dictating?
McCrea: I’m more aware of lighting and how it can help define a space. We live in the perfect Dwell house—clean, modern and on plenty of land for the kids to play. Trouble is, that it’s all in my head! Like a lot of city dwellers, we live in a vertical space so that dictates our design decisions with furniture and art. I would say that we definitely have a kid-friendly place with a touch of modern thrown in.
Finch Paper: Do you have a favorite fixture/product from Focal Point?
Metro. It’s a nice blend of aesthetics and performance for a commercial environment. Our ID downlight series is cool as well, especially the super high-end spaces that they tend to be installed in–plus it crosses over into residential which is new to us.
Finch Paper: Do you have any designer pet-peeves?
McCrea: It’s cliché but ultimately your work needs to move product so keep the client’s needs in mind. Additionally, the lighting industry is overwrought with bad design and tends to ignore how it can create need. That’s good news for Focal Point.
It was fun shining a light on the design coming from Focal Point and Brian McCrea. Thanks for taking the time to talk to us!
