Philadelphia Design:
Cooper Graphic Design and Mutt Ink
Presented by Autumn Walden, student and staff member, University of Pennsylvania
MUSC 017 601: Leadership Issues in the Performing and Visual Arts, James Undercofler
College of Liberal & Professional Studies (LPS)

Overview
PURPOSE OF THIS PROJECT
To discuss the leadership issues we covered in this class and how they are affecting
two specific Philadelphia arts organizations of my choosing:
Cooper Graphic Design Mutt Ink
LEADERSHIP ISSUES INCLUDE:
• Economy
• Demographics
• Content/Relevance/Fashion/Integrity
• Explosion of arts organizations/Choices
• Education in the Arts (K-12 and higher education)
• Philanthropy
• Politics
• Technology

About Cooper Graphic Design
Founded in 2004
HISTORY
Michele Cooper
PARTNERS
• Board Member, Communications Committee, Charter High School for
Architecture and Design
• Design Competition Chair; Taskforce Member, Diversity
Committee, former President, AIGA Philadelphia
• B.A. Public Relations and Graphic Design, West Virginia Wesleyan College
Gavin Cooper
• Fulltime Faculty/Lecturer, Graphic Design, Web Design, University of
Pennsylvania, School of Design
• B.S., Graphic Design Communication, Philadelphia College of Textiles &
Science
• M.F.A., Graphic and Interactive Design, Tyler School of Art, Temple
University
Print, Web, Branding, Multimedia
SERVICES
•
RECENT Bronze Medal, Horizon Interactive Awards for the University of
Pennsylvania, Fine Art Department website, May 2008
HIGHLIGHTS • People to Watch 2008, Graphic Design USA , Jan 2008
• Silver Medal, Horizon Interactive Awards, May 2007
50 Westview Street, Philadelphia, PA 19119 info@coopergraphicdesign.com 215.844.1661 | 215.827.5188 fax
www.coopergraphicdesign.com

About Mutt Ink
Jeremy founded in 2004 with Michael Kase
HISTORY
PRINCIPAL Jeremy Holmes
• Adjunct Lecturer, Graphic Design, University of
Pennsylvania, School of Design
• BA, Graphic Design, Philadelphia University
• MA, Graphic Design/Illustration, Temple University, Tyler School of
Art
• BA, Typography, SK Designworks (unofficial)
Illustration for Print/Editorial Branding &
SERVICES Identity, Publishing, Packaging & Collateral, Interactive
Design, Books, Games, Animated Narratives
• New Project: Bartholomew Hat Publications, first children’s picture book
RECENT
• Full Spread, CA Illustration Annual, Jun 2008
HIGHLIGHTS • Features in How, Print, I.D., CMYK and Graphic Design USA; at events of
the Society of Illustrators Exhibition and Flash Forward Film Festival; and
on-line for Juxtapoz, American Illustration and Adobe
616 Roberts Avenue Glenside, PA 19038 jholmes@muttink.com, 215.533.6971
www.muttink.com

Current Thoughts on
Past, Present, and Future
COOPER GRAPHIC DESIGN
“Since Gavin completed his MFA and I was looking for another
opportunity and taking on more freelance work, we thought it only
made sense…The reason we could start so quickly was the low
overhead.”
“We intend to stay small (3-5 employees at the most) and keep
providing the same print and web services. We may get more
focused in terms of offerings, but print and web will always be our
main focus.”
“As part of our next phase of growth, we plan on becoming
members of various professional organizations focused on
business, management and entrepreneurship.”

Current Thoughts on
Past, Present, and Future
MUTT INK
“After spending 6 years in the design community, I knew it was time
to fiddle around with my career path…In 2004, Mutt Ink was born.
Michael Kase, a great friend of mine, and myself set out to rule the
world. Fifteen minutes into our quest we realized we should
probably go buy a phone.”
“Mutt Ink started out as a design firm, but has morphed into more
of an illustrative venture. Because of my love for story telling, I’d
like to see Mutt Ink take on or be part of an animation project.”
“I’m constantly taking new courses to introduce myself to new
mediums. This fall I’m hoping to take my very first painting class.”

Leadership Issue: Economy
COOPER GRAPHIC DESIGN
“There has been a trend in graphic design
services - most of the industry clientele want
websites and have decided to put their print
projects on hold.”
Paul Polak's Out of Poverty Book Launch - homepage
http://www.paulpolak.com/
MUTT INK
“In the past year I’ve had multiple clients lay off
their art directors which has lead to a 50% decline
in business on my end…The budgets for the jobs
have also decreased by about 25%, which in the
illustration world is obscene…I’ve actually turned
down multiple jobs because their rates per
illustration end up being less than what a stock art
site would charge per image.”
Fortune Small Business, Art Storm
http://scotthull.com/artists/muttink/#http://scotthull.com/artists/muttink/wp-
content/blogs.dir/23/files//2008/08/mi_5.jpg

Leadership Issue: Demographics
COOPER GRAPHIC DESIGN
“Right now our clients are educational
institutions, non-profits, book publishers
and start ups.”
MUTT INK
“…I’m currently creating illustrations for a
major news website, a major tech magazine,
a children’s book, and an animation. The
topics for the illustrations vary from diabetes
to cloud computing to why one shouldn’t one
consume a fly. The clients are in NYC, San
Francisco, Scotland, and Philadelphia.”
Fortune Small Business Magazine: Live and Launch:
http://scotthull.com/artists/muttink/#http://scotthull.com/artists/muttink/wp-
content/blogs.dir/23/files//2008/08/mi_11.jpg

Leadership Issue:
Content/Relevance/Fashion/Integrity
COOPER GRAPHIC DESIGN
“…contractors are typically people we know
and/or have worked with in the past. We need
to know that the contractor's work is high
quality so, we don't use anyone we aren't
familiar with. ”
Spread from Spring Awakening book (in collaboration with Headcase Design):
http://www.facebook.com/home.php?#/photo.php?pid=1354266&id=33245467438
MUTT INK
“A great idea still takes time to incubate and
although the computer can make the execution of
the idea more efficient we need to be careful how
much time (and money) we eliminate from the
overall creative process.”
“How can we give custom art away for less than
stock art? But many do and I frown upon them. No
one else will understand our value until we do.”
Mens Health: Instructions for Healthy Travel:
http://scotthull.com/artists/muttink/#http://scotthull.com/artists/muttink/wp-
content/blogs.dir/23/files//2008/08/mi_11.jpg

Leadership Issue:
Explosion of Arts Organizations/Choices
COOPER GRAPHIC DESIGN
“…we intend to translate the influx of
more organizations into more
opportunities for our business.”
Holiday mailer for Sonya Terjanian,
http://www.facebook.com/photo.php?pid=1354264&id=33245467438
MUTT INK
“More galleries and organizations
means more opportunities. What I’ve
noticed as a growing trend in
illustration are illustrators joining the
gallery scene.”
Orion Books, The Puppet
Master, http://scotthull.com/artists/muttink/#http://scotthull.com/artists/muttin
wp-content/blogs.dir/23/files//2008/08/mi_22.jpg

Leadership Issue: Education in the Arts
(K-12 and higher education)
COOPER GRAPHIC DESIGN
Gavin currently teaches (FNAR234/634)
Web Design and (FNAR335/535) Web
Design II in Penn’s Fine Arts Department in
the School of Design.
Michele sits on the Board for the Charter
High School for Architecture and Design
(CHAD). She was also an instructor at the
Moore College of Arts & Design and
Rutgers University, Camden.
Annual Review for Haverford College's Center for Peace and Global
Citizenship, http://www.facebook.com/home.php?#/photo.php?pid=1354262&id=3
3245467438

Leadership Issue: Education in the Arts
(K-12 and higher education)
MUTT INK
Jeremy currently teaches (FNAR264/636,
VLST264) Digital Design Foundations in Penn’s
Fine Arts Department in the School of Design.
“I’m always learning new software.
Because I have to teach 20 students
the inner workings of Photoshop
and Illustrator, I have to know my
stuff.”
Bartholomew Hat, Time Flies, http://bartholomewhat.blogspot.com/2009/04/time-
flies.html

Leadership Issue: Philanthropy
COOPER GRAPHIC DESIGN
“We do not have an official
Board of Directors, but
technically it's Gavin and I. As
part of our S-Corp
status, we're required to have
meetings and take minutes.”
Center for High Impact
Philanthropy, http://www.impact.upenn.edu/documents/UPenn_CHIP_HNWP_Study.p
df

Leadership Issue: Politics
COOPER GRAPHIC DESIGN
“…we've been in Philadelphia for over 10 years and
been involved with the design community through
school and the Philadelphia chapter of AIGA, the
professional association for design.”
Michele Cooper, Design Competition Chair, Diversity Task
Force, AIGA Philadelphia
The Design Competition Chair is responsible for building a
committee and organizing logistics for the local chapter
design competition. This person serves as the liaison
between the chapter board and other participating groups
related to the competition (i.e., members, non-
members, sponsors, and other design related organizations).
Michele also served two years as AIGA Philadelphia
President. Her past roles with AIGA Philadelphia include
Executive Vice President, Vice President-Public Relations, and
Education committee member. She remains connected to
AIGA through the Design Competition position and
contributes to the AIGA Diversity Task Force.
AIGA Philadelphia The Buzz Happy Hours poster (banner version):
http://www.facebook.com/home.php?#/photo.php?pid=1354307&id=33245467438

About AIGA
AIGA PHILADELPHIA
In 1981, a group of Philadelphia designers formed AIGA Philadelphia, the first local chapter of
the American Institute of Graphic Arts. Presently the chapter is comprised of over 700 members.
AIGA NATIONAL
AIGA’s mission is to advance designing as a professional craft, strategic tool and vital cultural
force. AIGA sets the national agenda for the role of design in its economic, social, political,
cultural and creative contexts. Founded as the American Institute of Graphic Arts in 1914 as a
small, exclusive club, AIGA now represents 22,000 designers through national activities and local
programs developed by 59 chapters and 240 student groups.
AIGA DIVERSITY TASK FORCE
A recent survey of AIGA members finds that of graphic designers who responded, 2 percent are
black, 4 percent Hispanic/Latino, 6 percent Asian/Pacific Islander and 2 percent other. The design
profession is still overwhelmingly homogenous in its racial composition. AIGA has launched a
national initiative on diversity to actively include designers of diverse ethnic backgrounds in the
organization and profession.
http://www.aigaphilly.org

Leadership Issue: Technology
COOPER GRAPHIC DESIGN
Mac OS, Adobe Creative Suite: Photoshop, Illustrator, InDesign, DreamWeaver, etc.
FileZilla, MySQL
“It's really enhanced our offering. We can use it for our clients, but also use it to
promote our business… it all has become a mainstream way of communicating.”

Leadership Issue: Technology
MUTT INK
Mac OS, Adobe Creative Suite:
Photoshop, Illustrator, InDesign, etc.
On Software:
“I love the freedom and exploration the
computer and software provide me, but with this
development comes the strange conclusion that
we can somehow create the work in half the time
for half the budget. That’s why you see so much
visual vomit out and about. Some of it’s very
beautiful, but that’s it. Where’s the concept?
On Social Media:
“Yes, I’m on facebook, flickr, blogger and I’ve
got a twitter account. Yes, I can now get my
portfolio in front of millions of people, but so
can those millions of people.
The Village Voice, http://thelittlechimpsociety.com/muttink/a-new-illo-for-the-
village-voice-by-mutt-ink/

Amtrak Surprise: See Scotty
FUTURE LEADER IN THE ARTS
Scott Reifsnyder (Headcase Design)
• Lancaster native who commutes to
Philadelphia and works on the train
ride to and fro
• Up and coming Designer/Illustrator
from Tyler School of Art, MFA
program; BA, Kutztown University
• Teaches part-time at Tyler; has
taught at Kutztown
http://www.seescotty.com/
http://www.headcasedesign.com/

Thoughts on Coincidence
MEANINGFUL CONNECTIONS
Networks within networks
• UPenn Design, School of Social Policy &
Practice (SP2), LPS
• Tyler School of Art, Temple University
• AIGA
• Philadelphia and Beyond…
How far would the links go?
• Social Media
? • International
• Bridging social, economic, racial gaps
Breaking Communication Barriers
??? • So many mediums, no excuses
• Cost effective, accessible
Photos
(top row, from left): Michele Cooper, Cooper Graphic Design; Gavin Cooper, Cooper Graphic Design;
Stephen Siano, 4x3 ; (second row, from left): Lizza Robb (former student of Gavin), Electronic Publishing
Specialist, University of Pennsylvania, School of Social Policy & Practice; Autumn Walden (former student of
Jeremy), Center for High Impact Philanthropy, University of Pennsylvania, School of Social Policy & Practice;
Jeremy Holmes, Mutt Ink; (third row, from left): Laura Silverman (former student of Gavin) Pew Center for
Arts & Heritage, Scott Reifsnyder (former Tyler classmate of Gavin & Jeremy), Headcase Design

Sustainable Future?