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SilverFrog
By: American Design Awards
SilverFrog (www.silver-frog.com) is a Southern California based design firm that creates branding and design solutions for a number of diverse industries such as music, health care and software among others. Founded in 2002, husband and wife partners, Dave and Azar, work in tandem with the skill sets they developed over the years with other successful firms. Dave is the creative while Azar makes sure to bring in business so Dave can continue to be creative.
Dave Ruhr, and the woman behind the man... Azar Jahangiri
Realizing the fleeting need for large design houses, outrageous budgets and confusing processes, they set out on their own to start a small firm that was about great design without the fluff. They sought mutually beneficial partnerships, where getting the job done in a timely manner and getting it done well was priority one. That motive has carried them through the last six years with much success.
Whether working with new companies with new ideas, or established businesses who want to take their brand to the next level, SilverFrog helps their clients gain a stronger presence in whatever market they are targeting. From packaging and print media, to web design and corporate identity, they create design that is not only pleasing to the eye, but effectively communicates the clients needs.
The 14 national and international awards SilverFrog has received to date represent their commitment to provide clients with design solutions that meet and exceed their expectation, in turn elevating their relationships from just short-term solutions to lasting and loyal partnerships.
Who is your inspiration?
Good design is my inspiration; people who wow me with good design and attention to detail. It motivates me to keep growing as a designer and not settle into a "comfy space". I want to set the bar rather than strive for it. I think the marketing guys and designers at Apple are amazing in that capacity.
What are your biggest strengths and weaknesses?
Strengths: Would be my background as an artist (painting, drawing etc.) and my attention to detail. Learning traditional media lends an edge to using design software. You may approach things from a different angle than someone who has never touched brush to canvas, so to speak.
Weaknesses: Would also sometimes be my attention to detail as well as my inability to stop tinkering with a design. I want to make sure my solution is the right one and it is sometimes hard to have that definitive feeling that something is "done". I’ll spend just as much time on a smaller budget project as I will with a big one.
If you had a word of advice for an up-and-coming designer, what would it be?
Learn, read, keep up to date with what’s out there and available to you. Learn the major software programs to their fullest potential. The more you know how to use them, the less time you spend wondering how to execute your ideas. Learn as many different media as you can; definitely print and web. Many clients will have a need for both and will stay with you if they know you can deliver.
Do you prefer to use a PC or a Mac? Why?
Mac. It's intuitive and easy to use. They are also beautiful examples of design themselves. Been with it since the days of Illustrator '88 and Photoshop 1.0! (No layers and only one undo; gasp!)
How do you deal with creative block?
Take breaks; maybe come back to it later or the next day, read magazines, surf the internet. Even working on the next project in the queue. Sometimes a glass of wine may be all you need (after hours, of course)!
What is your favorite snack food in your office?
Don't do too much snacking but it'd be Fig Newtons I'd say.
Are large companies easier to work with, or small ones?
It really depends on the person or team. Neither is really harder or easier, just different. Smaller companies tend to have smaller budgets but the approval process might be easier. Bigger companies, bigger budgets but more people to please.
Did you major in art or graphic design in college?
I did not major in it, but definitely had an emphasis on it. Traditional media more so. Computer based classes were not very plentiful in '89, as it was just the start of "desktop publishing" (I love that term).
What is the motto of your design firm? What does it imply?
"Great design without the fluff”. Most of the time, clients just need to address their need for professional looking materials. They sometimes don't know what they want but they know they need something good. We don't bog them down with extraneous exercises in trying to define their purpose and what have you. Nor do we come to them with an overwhelming number of design directions to whittle away at. They hire us to solve their problem, and if we can't do it with only a few attempts, we haven't done our job right.
If you could do it all over again, would you?
Absolutely. It's a great feeling when things visually come together. You're influencing peoples perception. And you hope it's a positive one!
 Editor's Note: SilverFrog has impressed our judges time and again for displaying outstanding workmanship, ethics, and creativity over the years. Although we are not about to typecast them, their work on the ESP Guitar marketing pieces have been superb!
 SilverFrog
32107 Lindero Canyon Rd., Suite 108
Westlake Village CA 91361 USA
silver-frog.com
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