This is a basic introduction of my experience, tools and samples of work in Graphic Design. Sections covered are: • Skills • Creativity & Usability • Experience/History • Project Management Outline • Workflow Outline • Software & Devices • Samples & Descriptions • End notes Please contact me for more comprehensive details

1. version
2008
5
Leonard Choice
Graphic Design – Photography – Publishing – Management

2. SKills
Core
Graphic Design & Consultancy
Project Management
Photography
Publishing
Digital Printing
Additional
Prepress Assistance
Typesetting
2

3. Good design is the product of the preparation and defining of good
ideas. I am part of that process. I collaborate to define a product that will satisfy
a client's intended use. The brief and material supplied is one of the primary steps
in producing their work. Sometimes there may be little tangible demonstrations of
the idea save for an outline or simple notes. This is where the following 6 points of
reference I use come to bear. Using these signposts, a partnership of design and
production can fruitfully begin —
A working relationship.
cReAtiVity
uSAbiLiTy
The basic points of reference:
who is the audience
Your perception and research
how long for
defines design turnaround and production cost
where
Project delivery – Locality, Print, Web
when
defines design turnaround and production cost
preparation
Is shaped by the first 4 points
cost
Is kept low by applying multi-purpose design packaging
(one design with many platform/media delivery applications).
3

4. EXPERIENCE - BRIEF
Background
PERSONAL INFORMATION
Marital status: Single
Leonard Nationality: AUS/US
Place of Birth: New York City, NY
Choice Resident Status: Permanent
Leonard WORK PRACTICE
Leonard
Choice
Leonard Publication Management, Art Direction, Graphic
Choice
Leonard Design, Photographer, Digital Print Production, Book
Publishing, Pre-press Consultant/operator - PC &
Choice MAC, Variable Data Consultant
ChoiceLeonard
Leonard
Leonard
Choice
Choice Choice
TRAINING
Leonard
Leonard Creative
Choice
Leonard
Adobe CS3 – InDesign, Photoshop,
Choice Choice
Choice
Illustrator, Flash, Procreate X,
Leonard
Leonard Corel Painter, Cinema 4D, Aperture
Choice Leonard
Choice
Choice Technical
Leonard EFI Fiery Command Workstation RIP EFI
,
Choice Splash RIP Prinergy 2 PDF & PS WorkFlow,
,
PREPS Imposition, TiagaSpace (SCREEN).
Variable Data
Printshop Mail, XmPie, IIR Course: Data Management
for the Public Service. IBM: Variable Data MergeDoc
& Frontier Userland-VIP Designer
Education
Stockbridge Preparatory School, Stockbridge
Massachusetts Connecticut College New London
Connecticut, Purchase University, Purchase
New York BFA Course (Bachelor of Fine Arts)
Premedical Research Education Program
(PREP) NYU Medical Center, Columbia
University New York

5. 2002 – Present 1997-1998 Imatec Pty. Ltd. identity for domestic and international export of gourmet food
Digital Printing Variable Data Expert, cross platform MAC, PC products. Design brief inclusive of Stationery, Labelling,
Graphic design & Publications Manager for The
& AIX/UNIX operator. Wrote industry manual for the packaging, signage and POS.
King's School. Production Publisher for the 4 book
preparation of Data “Just Do It” Training on workstation job
Learning Leadership series. Publisher for Concord Communications
setup for Heidelberg Speedmaster using NT server - on
MyBESTOF editorial photograph Book & Solaris workstation as platform for Dainippon RIP Training
. Roles: Finished Artist, typesetter and pre-press output
Magazine series. with PressWise software & Quickcuts (Digital Courier App). Duties: Finished art for Blue Chip financial institution
Executed all aspects of Digital Press output to postscript for documents such as prospecti, new product briefs,
2001 Design & Pre-press Consultancy digital Printer IBM InfoColor 70. insurance and investment reports.
PC Pre-press & Finished Artist Design consultant: Contract
1996 Return to New York and Los Angeles USA Department of Youth Affairs
basis consultant working primarily with NSW government
departments such as Department of Urban Affairs and Planning to Program identity & implementation:
1987–96 Right Choice Management P/L, Sydney
prepare layout and assist with production requirements of Momentum - DYA special project
Australia & Leonard Choice Management
major multicolour long documents and document suites. Duties: Design of Project Logo graphic Identity, for placement
Consultants, Sydney Australia
Duties included: Layout and Design of Annual Report on all promotional material inclusive of Stationery, TV
package, Layout and design from brief of long document , Banners, Posters, and signage etc. Development and
suites of promotional material following strict compliance Creative Management Consultant (Film, Television, Theatre, planning for event initiatives culminating in a 3 day
guidelines for Sydney Harbour Foreshores and Penrith Lakes Corporate) Public Entertainment Consultant to Peddle, Thorp, event held at Darling Harbour and various venues
Development Plans. Advice on basic pre-press and print Walker Architects. Prime activities: Entertainment contained within the Darling Harbour facility.
production requirements. Liaison with print production Management, sponsorship, venue management, site
Second Annual Circus Summit
representatives and managers on technical requirements and supervision, Consultant for Murdoch Magazines, Historic
production costing. Bitton Gourmet Foods Corporate ID for new Houses Trust. Corporate Function Design & Presentation The Australian National Circus Association & Streets Ahead
Start-up Café and international distributor of gourmet Consultant. Company Co-director (9 years). Major Live Tight Rope - Program identity & implementation:
condiments to Hong Kong, Singapore and within Australia. Corporate & Public Events Entertainment Production Duties: Design and Print production of Project Logo graphic
Concord Communications Duties: Finish Artist, Typesetting and CTP International Touring Asia/Pacific & West Coast USA Film & Identity, for placement on all promotional material
Output Television Representation Corporate Design & Presentation inclusive of Stationery, Banners and Posters.
Consultant. Clients: MLC Centre, Darling Harbour, SOCOG,
1998-2001 Mockridge Bulmer Hot Dang
Events Singapore.
Senior Pre-press Operator with design and technical Texans On Tour
Publishing projects (shortlist):
background. Fully fluent in MAC & PC environments. Major Belvoir Theatre
duties consisted of advanced colour correction, Impositioning, Duties: Theatre Production Design, Graphic Design and Print
Taiga Space operation at advanced level, PDF file generation production of Performance Logo graphic Identity, for
Publisher for the 4 book Learning Leadership series.
and editing, client support. Data Expert and Designer for placement on all promotional material inclusive of
Special Mail Products (SMP). Duties were to format and Distill Banners, Posters and performance program.
Publisher for MyBESTOF editorial photograph Book &
123,000 plus record databases for use with personalised
Magazine series.
Textile Clothing and Footwear Council
mailing products for large corporate sector clients. Additional
brief was the design of personalised printed matter for special All Together Australian
purpose needs. Role: Event Program Producer
Design projects (shortlist): Duties: Overall Production design & supervision of the
1998 ByHand ByChoice Australian & USA promotional events in liaison with
Department of Urban Affairs and Planning
Established PC based Pre-Press Consultancy & Design Service TCFC and Austrade. Activities covered development of
Annual Report 2001 Duties: Design and Layout. Length144pp.
for Small and Medium sized business. Specialising in Design unified stage, set, audio-visual and printed media
Penrith Lakes Project Duties: Map Layout and symbology design.
to print service packages, Output & Printing solutions with an design, Project Management Budget 1.5 million.
Sharing Sydney Harbour Project Duties: Design from brief 32pp 4
emphasis on cross platform files & troubleshooting. Variable
colour update companion document.
Data Printing Consultant. Assistance for Printing and
corporate usage in the setup, project brief and output of
Bitton Gourmet
Variable Printing. Design of Front-ends for Data Engines for
use with Pagemaker, Quark Xpress, MS Access, Filemaker Pro, Corporate ID, Branding, Trade Mark
MS Word & MS Excel programs. Digital printing solutions Company Stationery, Product labelling, Merchandising,
expert for Imatec’s Xeicon Engine Digital printer — IBM Signage
InfoColor 70 using RS 6000 server RIP & Thruprint engine Duties: Provide a complete redesign of company ID toward
and MOMENTUM VARIABLE DATA Database. developement of a recognised brand and stable Trademark

6. PROJECT MANAGEMENT
Project Agreement, The Contract, Print Production Proofs
Dependant on the project/job scope,
Deposits, Brief(s), Signing off this generally means:
Work, Schedules, Security, Sets of fully imposed paginated sheets, set for press
Archiving and Storage. runs, which can be inclusive of an associated
mockup/dyeline booklet (where necessary) to verify
the accuracy of imposition pagination. Dependant on
Project Agreement
the size of the project/job these imposed sheets can
Agreed initial written points of reference that identify
be up to A1 in size. These proofs are to be examined
working parties by name, general timing/time
carefully for content and accuracies. At this point, and
frame, scope of project/job(s), Reporting and specific
in only extreme cases can there be any changes to
delegation of reporting and budget(s). This
design elements. These changes will incur additional costs
document will constitute the basis of a written final
and add time to final print production.
contract.
Where there are corrections to these proofs, new
The Contract sheets are generated. There is usually a maximum of
two generations costed for. Beyond these two print
The document inclusive of the Project Agreement
production proofs further fees would generally be
points of reference with further details defining
incurred.
indemnification, conflict resolution procedures,
notification times for reasonable variation, terms of
Schedules
project fee(s), amount of start work deposits and
Include timing for: Project/job commencement. Delivery
final payment figures.
of client supplied files and other key materials. Timing
Deposits for proof delivery. Turnaround for return of client
correction(s) of drafts. Delivery of print production
A Start Work Deposit is a requirement to commence
proofs. Turnaround for return of client correction(s) of
any work on any new accounts/projects (25%).
print production proofs. Agreed fees and payments.
Brief(s)
Security, Archiving and Storage
General points of the brief should be included on
For the duration of the project, job files are kept in an
the Heads of agreement and contract such as:
encrypted folder using Windows 2000 encryption. If a
reporting officer and/or office, name of project/job
secrecy agreement is required, it will be signed and
and its general description. The brief serves as the
adhered to. All supplied client files remain the client’s
basis for the production schedule and defines timing
property and will be returned at the conclusion of the
for each stage of expected commencement,
project/job. Production files created during the project
conclusion and delivery of (each) design/production
will also be supplied to the client. Where storage and
task.
archiving is requested, files will be transferred to CD,
Signing off Work DVD, Hard drive and/or Tape media and saved in native
operating system and file format. A nominal fee per
Dependant on the project/job scope, this generally
media and handling is charged.
means:
In terms of design approval there are 2 expected
drafts to be delivered. Beyond these 2 design drafts
further fees would generally be incurred.
6

7. Creativity with regard for
production and usability.
7

8. The Work Flow*
USE postscript level 3
devices as well as monitor and
paper calibration technology to
ensure proofs are within 90 -
95% of what the final digital or
offset product will be.
*workflow outline using a Splash™ RIP • EFI Fiery™ RIP • Adobe™ RIP
Client
Receives the 3DAP proof(s) for corrections
and/or approval. Or the client prints the
delivered PDF file on a laser or inkjet printer.
BHBC will supply specific printer output
settings/profiles (as needed) so clients can
print PDF where colour and density is
SEND important.
an Adobe PDF file or a hard
copy digital print proof for view
and or approval.
SEND
native layout applications files to printer
as well as PDF Xtreme files dependant
upon printers’ workflow specifications.
Special transparency overlays for knife
shapes and varnishes are made using
acetate or tracing sheets. A colour or
Printer
black & white double sided folding
sample is also supplied for pagination Makes final colour proofs and prepares file for
with bleeds or printers’ output reference. final printing and finishing.
8

9. Common Stock, Software & Devices used
FINISHING & PAPER STOCK SOFTWARE HARDWARE
Photographic Stock (Archival & Proofing) Output Workstations x4
Station 1
Adobe RIP (Epson)
High Gloss Professional Proofing 430x15.2m PC 2.8 gighz, 4 gig ram
EFI Command Workstation
Epson Proof Grade Gloss, Matt 430x15.2m Station 2
Splash G630 RIP
Uncoated plain paper up to A2+
MAC Pro dual 1.8 gighz, 6
Canon Photo mattte, A4 PDF gig ram
Canon Photo Pro Gloss, A4 Adobe Acrobat 3, 4
Station 3
Canon Photo Plus Gloss, A4 Pitstop
MAC G4 dual 1.0 gighz,
Quite A Box of Tricks
3 gig ram
Canvas Art Stock (archival) DTP Station 4
Coreldraw suite 9, 11
MAC G4 dual 1.0 gighz,
Innova Roughtek Achival canvas (315gsm) 430x15.2m Illustrator CS3,
Splash RIP 3 gig ram
,
Creative Folks Achival canvas (250gsm) 430x12m InDesign CS3
Pagemaker 6.5,
Softex Achival canvas (315gsm) 430x15.2m
Photoshop CS3
Breathing Colour Polypropolene (8 micron) 430x8.5m
Digital Proofing
Quark 4,5,7
Breathing Colour Brilliance Natural (315gsm) 430x18.5m
1 x Epson 4000
Breathing Colour Brilliance White (315gsm) 430x8.5m
1 x Xerox 1250 Colour Laser
WEB
Breathing Colour Chromata White (315gsm) 430x8.5m
Printer for overlays and
Flash (basic)
duplex mock-ups up to A3+
Dreamweaver (basic)
Laser Production
Peripherals
Word Processing
FujiXerox Colotex Plus 100-250gsm (standard) A4 - SRA3 1 x Wacom 12x12 digital Tablet
MS Office MAC & PC
FujiXerox Colotex Gloss 140 - 170gsm SRA3 1 x 2 port Netgear 100/10 print
FujiXerox Colotex Satin 150gsm SRA3 server
Variable Data & Database
FujiXerox Colotex Idol (standard A4
ByChoice-Variable Data
FujiXerox Classic Parchment (176gsm) A4
Solution 1
FujiXerox Colotex SuperGloss SRA3 (Photographic)
FujiXerox Colotex Digital Art SRA3 FileMaker Pro
Presentation Mounting up to 508x752
MSAccess
FujiXerox 1250
Hole punching (2 and 3 hole)
Printshop Mail
Hot and cold lamination up to A3
InDesign Data Merg
Saddle stitch Bookleting
Presentation Mounting up to 508x752
Hole punching (2 and 3 hole)
Presentation Document Folders with Pocket A4+
Folding: Tri-folding, Engineer Folding, Bi-folding A5 to SRA3
ScanMaker or Linotype Hell
SRA3 is: 450x320mm is used for image scanning at
3.8 Bit depth or Fuji Xerox
6075 is used for document
scanning. File types available
are: TIF, JPEG or PDF.
FujiXerox 6075 II Pro Shinohara & Heidelberg Offsett Presses

10. Education
Art Direction, development and maintence of
corporate identity, graphic design and photography
Newspaper and Magazine advertising: The King's School
SMH • The Land • RM Williams Magazine
Accept the Chance Celebrating
...of a lifetime at one of Australia’s
great boarding Schools
175 years
enrol@kings.edu.au
Enquiries: Telephone 9683 8423 or
THE KING’S
SCHOOL
Accept the Chance
...of a lifetime at one of Australia’s
great boarding Schools
Scholarships & Bursaries Available Years 7 – 11
For gifted academics, musicians and all round leaders
Magazines, Newsletters and Prospecti
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10 12
TKS Wall Calendar.

11. Book & Magazine Publishing
The quot;MyBESTOFquot; series: Shortrun
magazine and soft cover book
publishing 1500 – 3000 copies.
Present distribution NSW
Life where river and
ocean meet.
1 Million Dollars in sales. The quot;Learning
Leadershipquot; series: 4 Book text book series in
soft cover currently in 4th printing. Publishing
Beauty and simplicity.
30,000 copies. Present distribution Domestic
Australia, New Zealand and South Africa
y
h
p
One of the most beautiful places I have ever been. One of the most wonderful 4 days I have ever spent at a place in
my life so far. I am truly thankful for the experience and I hope these images will give you some idea of the pleasure I
a
had of being in such a idylic part of Australia.
F
BESTOF TO
Leonard Choice
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Art
hip
Direction,
The Khandallah Estuary 2007
aders
Graphic
ing Le
ing
Learnership
Learn
Design and
ad
Le
Photography
BESTOF The Khandallah Estuary 2007
Photography

12. Branding, Identity & Merchandising
12