Q&A: Meet the HCC Design Team - Cause Communications

Design is a core service here at Hershey Cause, so we sat down with our dynamic in-house team to ask about the keys to a successful design project and what inspires them to do great work. Meet our design team: Kristin Moore, Creative Director; Jenna Schweitzer, Designer; and Myko Moore, team mascot.

From left, Jenna Schweitzer, Myko the dog, and Kristin Moore.

What drew you to work for Hershey Cause Communications?

Kristin: I discovered Hershey Cause about seven years ago and I was immediately attracted for a number of reasons. The first was the quality of the work; good work speaks for itself and the work by Hershey Cause speaks volumes. Second, I was really interested in focusing my talents to contribute to helping the nonprofit sector. Nonprofits have always been my favorite clients. I love knowing that what I do really helps people and communities; it inspires me to push myself creatively. And third, I really admire Chris Hershey, our company’s founder. She is a great example of a strong and empowering woman in this male-dominated business.

Jenna: From my very first interview I could tell that the people here really care about the work they are doing. The chance to help cause-oriented organizations really resonated with me because I believe good design can give a voice to people, and nonprofits and foundations are not heard as much as they should be. I love it here because I get to do the design work I love that is meaningful and creates a positive impact.

Myko: Snacks. They always have snacks at the office.

What is the best design advice you can give a nonprofit?

Kristin: Number one, absolutely, is to start with your strategic objectives, not with what materials or tactics you think you need. So often people think “I need a website” or “we must create a new brochure” without taking a step back to consider their goals. With a limited budget, as most nonprofits have, it’s important to get the biggest bang for your buck with your materials, and it may turn out that you don’t need everything you thought you did. An outside partner can be especially helpful to provide this strategic perspective, bringing together your goals, objectives and budget in a solution that works for you.

Jenna: Brand consistency should be a top priority. That means visually, in terms of colors and logo, but also your organization’s voice and tone. I think it’s especially important for nonprofits, because with limited dollars consistency can help you make a bigger, lasting impact. Even if it’s just your website and your business card, be consistent across all your materials to ensure that – no matter how your audiences interact with you – they “get” who you are and what you stand for.

Myko: Don’t rely too much on colors; not all of us can see them.

Where do you find inspiration?

Jenna: I find inspiration everywhere, but I love getting inspired by local neighborhoods. One of the great things about Los Angeles is that there are so many little neighborhoods that each has its own vibe, visual culture and environment. Some of my favorites are Venice, the arts district Downtown, and Los Feliz.

Kristin: As a designer I am constantly critiquing everything I see, from obvious things like billboards and websites, to film and TV shows and even menus and bumper stickers. I look at everything through the lens of design. But like Jenna, it’s LA itself that inspires me. I especially love Venice for the mix of people, the amazing graffiti walls and all the crazy weird things you can’t predict. The last time I was there I saw someone dressed in a cookie monster costume riding a bike. You just don’t see that anywhere else!

Myko: Shoes – tall ones, flat ones, strappy ones. I spend a lot of time looking at shoes.

What is your biggest design pet peeve?

Kristin: We could write a whole blog post just about these (editors note: keep an eye out next month). If I have to choose one, I’d say bad logos. A bad logo is one that doesn’t work well in all mediums, when made small, or in black and white, or is too intricate to embroider or be screenprinted. Creating a good logo, one that can be your organization’s signature no matter where it appears, really is an art.

Jenna: Bad type! Typography is such an integral part of good design. It’s not just about spacing or font choice. There is a skill to good typography and I hate when type is treated as an after thought or isn’t consistent with the tone of the visuals. I notice it all the time and it drives me crazy!

Myko: Things that look like food, but aren’t actually food.

Curious to learn more design tips from Hershey Cause? Check out our round-up of annual reports and see what makes these publications great.