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Gonna Need a BIGGER plunger!

Here is the cover for my new book, “We’re gonna need a BIGGER plunger!” 200 Pokeweed strips, commentary and guest art! For this special edition, there are only 20 books, signed, numbered and drawn in for only $20. PLUS, you get special recognition in the book! Offer ends Feb 4th!

Pokeweed is Copyright 2011, Drew Pocza


I have to admit, I love seeing a logo I did BIG. The original logo has the “pizza/pasta” type under the Filos name. But in order to use an pre existing sign frame, it had to altered a bit. But I am still glad to see it up there!

The owner of Filos has a rich history in the pizza history. He had worked under a guy who helped establish pizza shops in the PNW for decades. So Lief is excited and proud to open the shop up this weekend!

atomic marble

Branding and identity are now, more than ever, all the rage. Once upon a time, it was only the business world that needed a identity. Watching Mad Men helped remind me of that. I am freelancing now, thank you economic downturn. But that has placed many of us in this interesting spot. All of a sudden, I had to find out who I am. What services can I offer that others can’t/wont?

As a creative, I can make an illustration, a logo, or design. But I try to do it with the best in customer satisfaction. I work over a project till the client is happy. That is something that MOST crowd sourcing people wont give you. Attention. You get what you pay for, and if $99 (from crowdsourcing) is what you want to spend, I’m sure somebody is willing to do it. I think it cheapens the art of design. The common thought these days is, “if you have a computer, you are a designer”. WRONG. There is so much more to a logo than punching in a name to your favorite type face. Giddy Up is mine, but it doesn’t speak for ME. Unless I was a western style artist, maybe.

I know some VERY talented designers, and they start out right in the computer. But those guys tend to be great word smiths. Then there are others like me, who always start it off with a sketch. Very old school, but it saves me some time flushing out ideas. Then I only take the ones I love.

With Atomic Marble, the client had an idea of what he wanted, and almost, more of an idea what he didn’t want. That is a double edged sword, but thankfully he is a very solid communicator. I love to ask questions, rather than try something and look dumb for it. I don’t like to waste time for me, or my clients budget. So after several sketches, I email them off for concept approval. Once we get there, I start looking for the perfect font. And I play with the fonts to see how letters work together. In the this case, we both agreed that the type had to be all lower case. It created too much visual strain to use caps and lower case.

My old school thoughts of working things in black in white, till I get the shape still work. You need to have versions that a silk screener can use, as well as a sign maker. They tend to be simple, one color version. But Atomic Marble needed MORE. So I broke one of my own rules and used gradients and all kinds of little bells and whistles to make this logo work. I decided that, this is a new time. Some people will only ever have their logo on a web page or phone app. So why limit it? Once we started taking that approach, magic started to happen.

I thought we had arrived. But the client wanted to see just a little something more. And I am glad he did. We applied a molten color scheme and were close to home. Now, one thing the client did not want to include was the fun little atomic circles like old retro sci-fi stuff. But I HAD to try it. And WAM, there is was.

Many, many revisions later, we had come up with what the client NEEDED and wanted. In this social media world we now live in, everyone has a brand wanted or not. You have a profile pic on Facebook right? And it tells alllll about who you ARE. Now even Mom and Pop have branding! Keep in mind, you wont get this kind of attention and customer service at most crowd sourcing shops.

Joshua Frost

I have a pal that is a GREAT photographer. And really, a great guy. Funny as hell. And he has been asking me to help him with a logo for some time, and I finally had the time! Played with a variety of styles and whatnot that didn’t catch his eye. Then I asked him to send me a scan of his signature. And bam, the creative wheels were rolling. Tweaked it a lot to keep it from being identical to his sig, for legal purposes, but really love how it turned out. Check out his work, and you will fin my ugly mug there!
Joshua Frost Photography.


Here is a sample of an identity I recently did for Westview Church in scenic SD. Simple but clean.

Showcasing first the logo, then business card (front/back) as well as letterhead and postcard.


I love Logos. Trying to find a simple way to represent a company can ber very challenging. And the ones I tend to enjoy the most, are hand penned, not just a font. But often, the right type face screams at you. Type is an amazing graphic element.


I have been working on a variety of sports mascots for Prep Sportwear.
Lots of em, but these are some of my favorite ones. You can check a sample of how they are used over
at their site.
Very fun project that I am having to find that line between too goofy and too serious.

Westview Church

Just wrapped up a logo for a new church in San Diego. My brother in-law has a gift for church planting, so a benefit for me is, I get to do his logo. Very nice symbiotic relationship.

More Wizards of the Coast

I really had fun working on this series. Starting out in illustrator and adding all the texture in Photoshop. For me, this was a great way to find freedom from my bold thick outlines.

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