Jay Fletcher
Jay Fletcher designed his own wedding invitations. His black-framed glasses made an appearance, as did a silhouette of his wife. They’re cool. Which is probably why the local graphic designer has a great reputation among the artsy crowd of Charleston as a, hands down, cool guy.
Some of Fletcher’s most recognizable designs are things like a small button of squirrels mating, Trout Trick fishing lures, or the blue and purple Visualive V. The graphic designer got to cover one of the sleekest designs in history too: the Eames chair.
Fletcher’s process basically includes a Spanish inquisition of a client—getting to know them, their customers, their competitors, what they eat for breakfast, everything.
His work always ends up on a computer, but he does incorporate some original sketches. For example, the rabbit in The Rarebit’s logo was initially hand-rendered and scanned before he turned the bunny into pixels.
And Fletcher has also given facelifts to businesses that have been around for a while, like Poogan’s Porch. “Poogan’s really just wanted to modernize their identity. The restaurant is wildly popular with tourists and the food has come a long way, so they wanted to be seen as solid fare for locals as well. The identity needed to pay homage to the restaurant’s past, but turn its head toward the restaurant’s future as well.”
“I suppose you could say the process has three chapters –
Chapter One is all about the client and letting them do all the talking. In the end my job is finding somebody else’s voice, not amplifying my own, and so it’s really important to kick the whole thing off with thoroughly understanding the client’s needs.
“Chapter two is all about me holing up in my design cave to create, armed with all the knowledge gleaned in chapter one.
Then chapter three tends to become the collaborative part of things. I present the work, the client reviews it and gives feedback, and we work together to make sure what goes out into the world is making everybody happy.
Jay Fletcher Design
jay@fletcherdesign.com
http://www.jfletcherdesign.com
words: Elizabeth Bowers + Janae Tanti
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