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Plumbline
By: American Design Awards
After cutting his teeth at larger design firms, working on global brands, Dom Moreci wanted to bring that big-brand experience to smaller clients who really need it. So, when he started Plumbline (www.plumbline.com) in 1999, he opted for a small band of senior-level creatives and ultra-fast production pros who were willing to question if Dom took his ADD medicine. Today, Plumbline clients run the gamut from large technology firms to smaller non-profits, national sports companies, regional home builders, and local wine-makers.
Picture of Plumbline (5/7) crew:
Dom, Eric, Robert, Tim, and Nathan
Not Pictured: Peter and Mark
Dom believes the key to effective brand communication and design is not to open a “magic box” or haphazardly throw well-worn solutions or a studio look at the problem. Instead, the team at Plumbline asks too many questions (according to clients), does the research, and figures out the big picture before they begin throwing around ideas. It doesnʼt always look pretty in the process, but clients are constantly happy with the end result.
Everybody at Plumbline understands that design is the easy part. The key to success is keeping customers happy. So each Plumbline client has their own look and feel that fits their style. There is no “house style” at Plumbline, just house wine, coffee, and red vines.
Who is your inspiration?
I know it sounds cheesy, but my daughters (Ava - 5 and Sofia - 2) inspire me. They see things in that unedited way that only kids can. And when Iʼm feeling like I just donʼt want to deal with anything, I know that they are counting on me to keep the lights on. They also inspire me to “use my powers for good” whenever I can.
What are your biggest strengths and weaknesses?
Strengths: The ability to think on my feet. Also my willingness to take risks – as long as they donʼt involve the potential for bodily harm. Weaknesses: Trying to please everybody. And those Hawaiian Potato Chips.
If you had a word of advice for an up-and-coming designer, what would it be?
Don't try to be the Greatest Designer in the World. There are plenty of designers out there. Most of them will be better than you, and many will be worse. Having the skills and inherent aesthetic ability are cost-of-entry, but what's more important is that you can work quickly, move easily between different types of projects, manage your time well, and play nice with others.
Do you prefer to use a PC or a Mac? Why?
Mac. Its been Mac ever since the logic board failed in my Commodore-64.
How do you deal with creative block?
I'm a TV junkie and I have ADHD (as do a lot of creative types – even though they may not know it) so I try to immerse myself in media that is totally unrelated to the project I'm stuck on. Inspiration may come from watching VH1, or reading The Hitchhikers Guide (again), or listening to the Hannah Montana soundtrack for the 2000th time (I have 2 small daughters - no really!). Good design ideas are all over the place and are almost as prevalent as bad design ideas. You just have to plug in. Also pizza and beer can be very inspirational. Also pizza and beer can be very inspirational.
What is your favorite snack food in your office?
Being in Napa - which is really a culinary center - we tend towards fresh ingredients and locally prepared food. So that of course means anything deep fried. Especially with cheese. Deep fry a shoe and put cheese on it, and our team can't keep their hands off it. Wait, is wine considered a snack food?
Are large companies easier to work with, or small ones?
All clients - big or small - want to feel that they are the only client that matters. That their project is the only one you are working on. In that regard, neither one is easier.
Big companies have more layers - brand managers and the like - who tend to know what they are doing, which helps. But there are also more rules, market research, and parameters with the big brands. Small clients tend to need more day-to-day relationship maintenance, but will be more willing to allow you to think outside the box. Wait, did I just say "think outside the box?". Sorry.
Did you major in art or graphic design in college?
I went to Chico State. They have a great design program there. So I majored in Communications / Graphic Design. If I could go back and do it again, I’d focus on fine art - maybe as a minor. Of course if I could go back to Chico again, I’d be ecstatic because that would mean I’d discovered time travel.
What is the motto of your design firm? What does it imply?
"Just Do It" – although I feel like I've heard that before...
If you could do it all over again, would you?
Seriously, I'd say that the thing I find myself repeating constantly is "don't over-think it". Design is fun -- or should be fun anyway -- and the creative process should not result in years of intense psychotherapy for the designer. Get in, solve the problem, add the flourishes necessary to make the work great, and be done. Once you've solved the basic problem, you are then freed up to torture yourself in that special way only a designer can.
 Editor's Note: Plumbline has a wonderful sense for creating eye-catching and effective collateral, through exceptional use of color and professional layouts which exemplify the true meaning of graphic design. Our judges are continuously impressed with their creativity.
 Plumbline
1754 2nd St. Suite C
Napa CA 94559 USA
plumbline.com
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