Creative Leisure News - Designing Perspectives

The industry as seen by top designers.

CHA Show's Programs for Designers, Manufacturers

Licensing will be a major topic.

by CHA (November 21, 2005)

Event #D500: Licensing Fundamentals

Speaker: Carol Eldridge ... Sun., Jan. 29, 5:00 � 7:00pm ... Fee: $25

This seminar addresses what you will need to know about licensing your artwork. In addition, we will discuss the fundamentals and concepts of licensing as well as how to build a solid foundation for protecting and marketing your designs.

You need to know the basics: What is a licensing agreement ... How to manage your artwork ... How to communicate with your clients ... How to manage your licensed artwork and control your own destiny.

This session will provide you with tips on how to license your work in an effective and successful manner.

Event #D501: Effective Marketing Strategies for the Art Licensing Business

Speaker: Joanne Fink, President, Lakeside Design ... Mon., Jan. 30, 7:30 � 9:00pm ... Fee: $25

Let art licensing expert Joanne Fink teach you how to prepare your artwork for maximum success in licensing, as well as how to market yourself and your work. If you want to know:

How to create a licensable body of artwork ... What types of products you can license your art on ... How to find companies to publish your work ... How to have your designs produced on multiple products ... What types of marketing materials you�ll need ... If you should use a licensing agent

Then this is the seminar for you! Joanne will discuss how to develop artwork specifically for licensing, and how to present the work once it is developed. She will cover cost effective marketing methods, ways to find and contact a manufacturer, as well as how to make an effective presentation. Lastly, the pros and cons of agents will be discussed.

Event #D502: Protecting Your Artwork and Concepts

Speaker: Tammy Browning-Smith, Intellectual Property Attorney ... Tues., Jan. 31, 6:00 � 7:30pm ... Fee: $25

This seminar will teach you how to protect your valuable business assets. We will discuss copyrights, trademarks, and patents � what they are, when you need them, and how to go about registering them. Also, the use of professionals will be discussed � when to use an attorney and when it is best to do it yourself. Finally the seminar will cover key concepts in the licensing of your intellectual property. Attendees will explore issues such as confidentiality agreements, non-competes, royalty v. one-time payment, and key licensing contract provisions.

Event # D503: Tips of the Trade: Licensing Your Artwork in Different Industries

Speaker: Moderator Joanne Fink, President, Lakeside Design ... Wed., Feb. 1, 7:30 � 9:00pm ... Fee: $25

This panel of successful licensors, manufacturers, and agents from the gift, stationery, and craft industries will share their stories and answer questions about how to succeed in art licensing.

Panelists:

Meryl Taylor has experience in many facets of the gift, craft and stationery industries. She began her career as an artist, and then worked as a retailer, product developer, and marketing manager for major manufacturers. Since joining C. R. Gibson two years ago as Director of Marketing for Markings (the mass market division), Meryl helped to pioneer the company�s newly launched scrapbooking division, Tapestry by C. R. Gibson, and serves as Tapestry�s Director of Marketing as well. She frequently works with licensing agents and freelance artists, and has recently licensed designs from well known industry names including Kathy Davis, Beth Cote, BJ Lantz, and Judy Melvin.

Ray Markow. Ray is the owner and product development manager for Santa Barbara Ceramic Design. An art school graduate, he founded SBCD in 1976 after working briefly as a studio potter. SBCD has grown into one of the leading suppliers of licensed design giftware products. Ray has overseen the creation of thousands of products, each based on the artwork and designs of independent artists such as Mary Engelbreit, Anne Ormsby, Jill Seale , Michael Godard, and Kathleen McKenna. Ray is recognized for his ability to spot trends and attributes his success to his passion for promoting talented emerging designers.

BJ Lantz, Talented illustrator and award-winning graphic designer BJ Lantz has become one of the industry's rising stars of licensing. Her versatile style, easy-to-work-with manner, and knowledge of production-related issues has made her a favorite with art directors and manufacturers. More than 20 years experience in design, marketing, and freelancing combine to give BJ a unique perspective on succeeding in art licensing.

Suzanne Cruise. Suzanne is a well established licensing agent whose career includes a staff position as an illustrator at Hallmark Cards, founded her company more than a decade ago. She has built her business on a thorough understanding of the creative process, the marketplace, design trends, and clients' needs. Today Cruise Creative represents the highest caliber of creative talent. Licensees commend her dedication to understanding and meeting their needs, as well as her unique ability to create a perfect match between artist and manufacturer.

Event #D504: How to Work With A Licensed Artist

Speaker: Joanne Fink, President, Lakeside Design and Tammy Browning-Smith, Intellectual Property Attorney Tues., Jan. 31, 6:00 - 7:30pm ... Fee: $25

This seminar is aimed at manufacturers who want to understand the advantages of licensing art, and learn how to do it successfully. Topics to be covered include where to find good art, what to expect from an artist, what you should expect to pay, appropriate royalty rates, and how to have a good long-term working relationship with your artists.

Manufacturers will also learn how to work with artists and product development from a legal framework. This part of the seminar will specifically address how a manufacturer should deal with creative talent and work. Seminar participants will uncover secrets (and the pitfalls) to handling unsolicited ideas, competition, secrecy, in-house talent, and contracts. The topics will cover not only artists, but also product development and independent contractors.

Presenters:

Tammy Browning Smith is an attorney who focuses her practice primarily in the Intellectual Property specifically for the Arts & Crafts Industry � focusing on copyrights, trademarks, and licensing. Her practice includes all facets of representation including infringement litigation, registrations, appeals, and program development. Tammy brings an extensive wealth of experience in corporate law to her clients as well having served as in-house counsel and corporate counsel to many companies and manufacturers.

Joanne Fink, noted designer, consultant, lecturer, and writer, founded Lakeside Design after graduating from the University of Pennsylvania in 1981. A prolific designer and three-time Louie award winner, Joanne has lectured and given seminars throughout the world. She is the author of several books, including Greeting Card Design, Lettering Arts (with Judy Kastin), and the 22nd and 23rd Editions of the Speedball Textbook; she is currently working on a new book for Sterling Publications. As Design Editor for Greeting etc. magazine, Joanne identifies the latest industry trends. Founding President of the Association for the Calligraphic Arts, Joanne is an active member of the Greeting Card Association Board of Directors.

Carol Eldridge is a licensed artist who trained as a printmaker and illustrator and has been creating successful designs since she graduated from Massachusetts College of Art in Boston. Her whimsical and colorful design themes reflect the wondrous pleasures of everyday life. Playful and happy, her designs are cutting edge. Her work is licensed on a wide range of products from giftware to tabletop to fabrics and more. Carol's designs have won many awards, appeared in national magazines. Products with her designs are sold in major stores and gift shops around the country and are featured in numerous catalogs. Carol is a trend-setter.

Inspiration and Design Fair Reception

Sun., Jan. 29, 6:00-7:00pm

An opportunity for designers and manufacturers to mingle socially. Appetizers and cocktails will be served. the reception is open to designers, exhibitors, publishers, and members of the press.

(Note: To read previous Designing Perspectives articles, click on the titles in the right-hand column.)

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