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Client: Rainbow Technology Group, Phoenix, AZ
Summary: Create a logo for this software development studio’s new multimedia and animation services division. for which I served as the Creative Director for two years
Contents
(1) Background
(2) My designs for the new Rainbow Multimedia Group logo, and early opening animation sequences
(3) A partial listing of Rainbow projects on which I provided creative leadership
(1) Background
When this multimedia software development start-up hired me in 1990 (as an an entry-level screen layout artist), it did not have a logo – but recognized its need for one, as it was:
- Creating a new division, Rainbow Multimedia Group, to develop interactive software presentations for training, education and other applications
- Planning to open Rainbow Japan, a satellite sales office just outside Tokyo, to market the 3D animation design abilities that I brought to RMG, throughout Southeast Asia (see numerous examples of projects won by this subsidiary, and which I designed and/or directed the production of, here)
(2) My designs for the new Rainbow Multimedia Group logo, and early opening animation sequences
Rainbow’s CEO and I defined our logo-design mission as being to visually convey the broad range of new services that RMG offered to international clientele, in a simple graphical icon.
I was tasked with leading this effort. After exploring many design approaches, I pursued the concept of integrating an “open book” (or “portfolio”) into the letter “R.”
The resulting logo template was adapted for use by RTG, RMG and Rainbow Japan, and served the company from 1991 through 2004. It also served as the basis for the company’s identity transition in the mid-1990s when RTG became Rainbow Studios, and until it was acquired in 2001 by THQ, one of the world’s largest video game development companies.
The success of this effort, along with my work at Rainbow — in graphic design, copy & script writing, and directing the production of software programs, videos and computer animations — fueled my rapid ascent through its ranks, to my final position as Creative Director, within fourteen months. RTG/RMG’s CEO described my tenure as follows:
“As Creative Director of this firm… Jon has distinguished himself through his superlative performance. It has been my pleasure to work directly with Jon, and observe firsthand the dedication and perseverance he brings to every project. He possesses enormous energy, talent and is extraordinarily gifted. Jon has been a valued member of the Rainbow ‘team,’ whose contribution to our efforts has been significant.”
– Earl Jarred, Chief Executive Officer, Rainbow Technology Group (see letter here)
Below are several of the computer animation sequences that I designed and directed the production of, for use in the opening and closing sequences for RTG/RMG/Rainbow Japan presentations, software demos, etc.:
(3) A partial listing of Rainbow projects on which I provided creative leadership
(a) Corporate documentaries
Intel: “Freedom”: When Intel was preparing to launch a new line of cellular and radio modems for portable PCs, it wished to develop a video to introduce its marketing executives throughout the world to these products and the market for them, in a very dramatic fashion. I was subcontracted (and later hired) by TRACER Design (Phoenix, AZ) to write and design this production, which became a completely computer-generated 7:30 video. The opening sequence features 3D chromium mannequins dragging large cables through a forest (dramatized “road warriors”); the cables are then severed by Intel’s “Excalibur” sword. Other aspects of this video include: (1) 3D visualizations of how messages are forwarded from tower to tower, and are stored until the user opens his/her portable computer and logs onto a wireless service, at which time the message is transmitted, (2) market growth visualizations, and (3) animations showing how the various modems are attached to the portable computer. See complete script-storyboard and video here.
“Wallace Co., Inc: The Road to the Baldrige”: Wallace Co., Inc., was a small supplier of products for the petrochemical industry in Houston, TX, was facing bankruptcy. Wallace was able to save itself by applying the principles of Total Quality Management. Wallace then applied itself to the demanding criteria of the Malcolm Baldrige National Quality Award, which is presented each year by the President of the United States. I had the privilege of writing, designing and directing the production of the 12:05 documentary video that profiles Wallace’s inspiring journey. See the project profile and video here. This was my debut corporate documentary. “It is the highlight of every presentation… (I) believe in the quotation that, ‘Every job is a self-portrait of the person who did it. Autograph your work with excellence.’ That you do so well!” – Michael Spiess, Executive Vice President
Mississippi Power & Light: “Quality Action Teams”: After the success of my first video documentary for the American Productivity & Quality Center, “Wallace Co., Inc: The Road to the Baldrige” (above), Rainbow Multimedia Group was retained to develop another film – this time, for a subsidiary of Southeast energy giant Entergy. The purpose of the film was to show how MP&L streamlined one aspect of its construction and repair operations, through the application of Total Quality Management procedures. I wrote the script for this training documentary, then directed the production of the film in Jackson, Mississippi. See the project profile and film here. – “Thank you and your crew for a wonderful product, and for the manner in which you went about creating that product. It has been extremely refreshing to work with a vendor who is able to meet schedule, stay within budget, and remain responsive to our requests.” – Steve Lee, Senior Facilitator, Total Quality Improvement Coordinator, Mississippi Power & Light
SOFTWIND, Ltd. Promotional Video: SWL was a renewable-energy technology engineering firm that developed a new type of water-pumping wind machine, that possesses unparalleled performance characteristics. I was commissioned to design and direct the production of 3D visualizations and animations for SWL’s global marketing program, and an anticipated patent conflict, to illustrate the unique components of its windmill, and how it is assembled and operates, develop an updated version of its corporate logo, and writing the narrative script for a video and interactive CD presentation. See the project profile here. – “The animation storyboards and key visualizations you designed were exactly what we needed… to explain our unique windmill technology, how it is assembled, and how and why it works, regardless of language and cultural barriers.” – William Welch, Vice President
(b) 3D animation design and/or direction credits
- Intel: “Freedom”: I wrote the narrative script for, and designed the storyboards for this 3D-animated video, that enabled Intel to introduce its new wireless modems to sales representatives and trade show attendees from around the world. Here. See more in (a) Corporate documentaries.
- Juliana’s Tokyo Live: I designed the storyboard for, and directed the production of this animated sequence for a new “American Bandstand”-style weekly TV show in Japan. The client wanted to seethe letters of “Juliana’s” dancing on a stage. Here.
- Japanese Racing Association: I designed the storyboard for a short animation sequence for outdoor displays at new, elite horse racing events in Japan. Here.
- Kibun: “The Birth Of Marine”: I designed the storyboard for, and directed the production of this short sequence for a Japanese TV commercial to promote an artificial crab meat product. The client wanted to see the Kibun package “being born out of the water.” Here.
- Japan Industrial Journal: “Scientific Instruments Show Japan – Mapping Kiosk”: I designed the storyboard for this complex animated introduction & screen saver for this interactive kiosk, in which various technologies morphing into each other. Here.
- “Softwind, Ltd.: “The Next Generation of Water-Pumping Windmills”:
(c) Multimedia software development
Sharp Electronics: “FUTURE LAB”: I wrote, designed and directed the production of major elements of this comprehensive, multi-lingual interactive educational program, one of the largest educational presentations ever created for the Japanese market, was delivered via touch-screen kiosks in the public gallery of Sharp’s new Tokyo world headquarters. “FUTURE LAB” profiled the origins, present state of, and futures of a broad range of technologies. It featured a live-action actor, portraying the legendary scientist Francis Bacon, walking through a museum-like “gallery” of pioneers in science & technology, whose inventions “come to life” through 3D-animation. The interface was based on Bacon’s imagined island of “Bensalem,” where scientists and inventors could freely work and explore nature’s mysteries. Produced by Rainbow Multimedia Group, Rainbow Japan, and Knowledge Farm (Japan). See the project profile here, or just the scripts and storyboards: Part 1, Part 2. (1992).
Lodgistix-HMS: “Training Support Package”: LHMS, at the time one of the world’s largest developers of hotel reservationing and property management software, sought to become the first in its industry to deliver all training and support materials for its products via CD-ROM. I wrote the narrative scripts for, designed and directed the production of this 10-lesson multimedia training program, developed to provide entry-level reservation agents throughout the world with a detailed knowledge of LHMS’ new “Lanmark” software, via interactive tutorials and simulations. Features include a 3D-animated game-show host, “Cool Ray Tube,” who guides the user through humorous test modules. Produced by Rainbow Multimedia Group (1991). See project profile here.
“The power of our program far surpasses any training product I have ever seen. The comprehensive quality of the creative consulting, script writing and storyboard design services that Rainbow provided to us was fundamental to creating training materials that brought our program concepts to life, and made the learning process fun and efficient. Congratulations on a job well done.” – John Picardi, Chief Operating Officer, Lodgistix-HMS
Touch Technology International: “Showtime Express – Mall Kiosk”: Touch Technology, Inc. (TTI) was a Scottsdale, AZ-based developer of proprietary public-access transaction systems, which sought to develop a prototype point-of-purchase event ticketing kiosk. I began by designing logos for both TTI (here) and Showtime Express (here), and the storyboard for a multimedia software for the prototype kiosk. The purpose of the demo was to show how users select, via detailed mapping visualizations, specific seats at sporting and entertainment events, then pay for and receive printed tickets. See project profile here.
Japan Industrial Journal: “Scientific Instruments Show Japan – Mapping Kiosk”: I wrote, designed and directed the production of this touch-screen kiosk software program, which was developed to enable attendees at this large international trade show to search for exhibitors by classification, and print out detailed maps of same. Features include a complex animated introduction & screen saver, with various technologies morphing into each other. See project profile and animation storyboard here.
(d) Technical writing and content research-analysis
SAMS Publishing: “BECOMING A COMPUTER ARTIST”: I was retained by internationally-acclaimed computer artist Chad Little, CEO of TRACER, to research, write and design major components of this educational book & companion CD-ROM, which profiles computer graphics’ history, technology, key concepts, tools and creative approaches, for beginners. SAMS Publishing; ISBN #0-672-30397-3. See the complete project profile here. The components I created include:
“The History of Computer Graphics”: A 5,800-word script, presenting the fascinating lineage of key thinkers from mathematics, science, technology, business and the arts who contributed to advancing computer graphics.
“Fundamentals of Computer Graphics”: A 7,250-word script, detailing in words and visualizations all major aspects of computer graphics technology, from both functional and efficiency perspectives.
“Copyright Basics”: A 2,100-word text presenting a detailed primer for new computer artists on the laws pertaining to copyright, intellectual property, work-for-hire, authorship, manipulation, and use of original works.