An Interview by Email with

Tina Lynch of Creative Concepts

Wethersfield, Ct, USA

regarding the

Creation of the New Logo for the

Richard M. Keane Foundation

Wethersfield, CT --
3/27/2002 --

An Interview by Email (IBE) with Tina Lynch of Creative Concepts, Wethersfield, CT, regarding the creation of the logo for the Richard M. Keane Foundation.

Good morning, Tina. We are glad that you were able to work an interview into your already very busy schedule. We are sure that our visitors would like to know more about the evolution of the new logo you have created for the Richard M. Keane Foundation.

Most of us are familiar with the Keane Foundation, based in Wethersfield, the home of Richard Keane and his family and friends. For others, Richard M. Keane was one of the nearly 2900 victims of the terrorist destruction of the NYC Twin Towers of the World Trade Center on the now infamous 9/11/2001. Though not a daily NYC commuter, Mr. Keane was at the WTC on business that day. He was never seen again.

The immediate and extended Keane family, now headed by his wife Judy A. (Murphy) Keane, is recovering from the horror and disbelief of his untimely demise. To honor his life and the town in which he had deep roots, the subsequently formed Keane Foundation was created. Its current mission is to raise funds for the development of a intergenerational sports center in Wethersfield. The "Richard M. Keane Sports Center" has captured the imagination of the entire town. The Foundation is working closely with the Recreation and Parks Division of the town in making this dream and goal come true.

In December, 2001, a public meeting was held by the foundation. A multitude of ideas were raised, from administrative, to creative, to financial. At this meeting the name of Tina Lynch was raised as a possible director for the creation of a new, official logo for the foundation.

[Q] Tina, we have displayed the Keane Foundation logo in its banner form for visitors to appreciate here. How did you first become aware of the Keane Foundation? How did you "find" each other in this effort? .

[A] We found one another the best way possible - through one of my dearest friends, Mary Daversa. Mary attended the first meeting of the Keane Foundation to lend her support and suggested to Judy that she contact me for creative consulting. (I had been instrumental in the development of the Mikey's Place logo and the materials used during their fundraising.) Early the next morning, Judy called. That afternoon we met for the first time.

[Q] Famed inventor Thomas A. Edison once said that genius is 1% inspiration and 99% perspiration. What inspiration involved here? Could you please describe the train of thoughts that lead you to what we now see as the Keane Foundation logo?

[A] In the case of the Keane Foundation logo, without a doubt, it was inspired by and was a gift from God. The week I met with Judy Keane, I also had promised another dear friend Deb Raymond to help with interior decorating - creating special, hand-painted finishes in 6 rooms. This coincided with three other projects.

When I met with Judy, I needed to ask her some very sensitive questions about Richard. I was not sure how to approach this exactly. I didn't know Richard and Judy then. Looking back, this was a pivotal moment between us. I finally asked her to just tell me about Richard. What were his passions? What did he value most? How did he view life? I felt that I had to connect with her heart, a heart connected to his. If I could, I might be able to capture that essence and spirit in a logo.

At first I was a little nervous about the elements she had asked me to incorporate into the logo. This called to mind my discussions with and work for the Mary Daversa and Mikey's Place. I explained to Judy about that creative process. I explained that I would take all of the elements - not as literal objects - but as touch points. These could be used to conceive an idea that encompassed all of them. Ultimately, she would need to trust me. Knowing what I had done for Mary and Mikey's Place, she did.

After I came up with some initial concepts, I went to 13th Floor Graphics & Printing (in Rocky Hill, CT) and I met with Bob Lee, graphic artist, for the first time. My life was so hectic then that I had paint on me from head to foot. I told him about my perspective. I told him about my deadline for Judy Keane. He would have to email me when he had my ideas in some tangible format.

When I left, I knew I was going to need help, not just with the logo, but with accomplishing everything I needed to get done that week. Everything was equally important. Fortunately, I don't sleep much anyway!

On the day that I was to show Judy a layout, I received a file from Bob to review. I knew then that we were not even close. I would need to give him more of my time. Though it was already 5 PM, I called him and asked if I could come down and work with him on this. He was kind to agree to stay late to help me meet my deadline. I called Judy and left a message saying that I was not happy with what we now had and that we would need another day or two.

As I returned to the offices of 13th Floor Graphics - exhausted and again completely covered in paint - I prayed. I prayed that God would give me the ability to direct and capture what we needed for the Keane's logo. I prayed that he would help me manage all of my commitments that week. I prayed that he would help this first project with Bob go well.

My prayers were answered shortly thereafter. As I sat with Bob, everything fell into place as I saw it. In less than an hour, with Bob at the computer, we had the logo as it was later unveiled. We could not have done it without God's intervention. The best thing I did that day was to give this challenge to Him and ask that He direct the project through me.

I phoned Judy and told her to disregard my earlier message. I told her we had a logo to show her and that I felt it was exactly what they wanted. Later that night, Judy took the logo to all of the committee members. She called me the next day and told me that they all felt the same. I had done my job well.

I knew that God had given me the ability to see what I needed to give to the Keane family - a logo that encapsulated Richard Keane's spirit. God had also given me a kindhearted, generous graphic artist who gave his time and talents to this project without reservation.

[Q] We have always thought of a logo as having to be a unique, highly memorable "face" for an otherwise invisible, intangible person, place, thing or organization.

[A] This is true. Some logos might not make sense to the consumer. However, if you ask the designer what he/she was trying to capture, they will most likely tell you about something special they knew about the person or product. This insight can lead them to creating that logo. The Keane Foundation logo definitely has the elements that capture the special feelings which the Keane's have for Richard.

[Q] Please describe the components and elements of the Keane logo as they relate to your perception of the foundation itself. Tell us about the arched stars, the basketball, the hoop, and the phrase which accompany them.

[A] As I mentioned, I was concerned about all of the elements that the Foundation had asked for (name, flag, basketball court, tag line, etc.). I knew, however, that Judy understood these together would have to be a representation - not literal components.

You need to know that we actually have two logos for the Keane Foundation. The "Keane Foundation" logo, just unveiled, is being used during fundraising activities. The "Richard M. Keane Sports Center" logo will be used with activities associated with the sports center after fundraising. Here is the tricky part: the Sports Center logo was actually designed FIRST. When it became apparent that THAT logo would not "work" for other purposes, a second logo was designed. The recently unveiled logo is actually the SECOND logo; the Sports Center logo is still 'under wraps.' A goal was to make the transition from one to the other seamless.

The first important element is Richard's name. Also, I wanted something associated with his name that was personal and consistent with his giving of himself to others. The basketball about to enter the hoop was that focal element. I decided that it should take on the "flag" look by making the ball red, white and blue.

The line of stars (starting as the dot in the "i" of Richard's name) gradually got larger as it got to the ball. This arc of stars gave me the feeling I was looking for: "I, Richard, am giving something of myself, "paying it forward," if you will. The arc of stars also animated the ball so as to counter the feeling that, by itself, the ball was just floating there. The stars also gave movement to the suggested "flag" element.

Another hurdle was the tag line. The Foundation's original tag line was too long for the purposes to which the new logo would be put. I needed to shorten it without losing the original thought. Originally it was "A place where everyone gets to play, and everyone wins!" This was shortened to "Where Everyone Plays and Wins," keeping the original idea in tact.

Still too long, the logo was further revised by dropping the first name and initial at Bob's suggestion. The arc of the stars were brought out from the "K" in Keane. It was difficult for me not to use Richard's name as in the "original logo," but is was necessary.

[Q] What were some of the considerations which went into the development of the logo which might control how and where that logo could be used, for example, in or on different media?

[A] There are so many different uses for a logo of this kind. We are using it for so many different applications that we have had to create several versions of each of the two logos, along with the different elements within them. Each logo has a color version, a reversed version, black and white, just the stars and basketball, etc. It can be complicated if you do not keep them straight. Bob has been wonderful in working with all the different vendors to give them the properly formatted version each needed.

[Q] As the creative talent in "Creative Concepts," you worked with a graphic artist in the Keane Foundation's logo's development.

[A] There is always a learning curve when first collaborating on a project between a creative director and a graphic artist. Gratefully, Bob Lee is not a typical graphic artist. Most graphic artists are very egotistical; Bob is completely the opposite! He actually shies away from the credit he rightfully deserves on this project and will honestly be embarrassed by the credit I give him here. Bob added critical input to every project we have collaborated on. This quality had made what I do so much easier - and a lot more fun!

The Keane Foundation logos were our first productive encounter together. We have since worked on several projects, including all of the materials for the Prevailing Human Spirit art exhibit and the logo for Wethersfield.Net, this website - which logo we are both extremely happy with! I must say that I love working with him and all of the people at 13th Floor Graphics and Printing. Judy Keane would agree.

[Q] What was the initial reaction and response of the Keane Foundation members when they were presented with the first draft of the logo?

[A] They immediately embraced it as representing their love for Richard. I could not ask for more!

[Q] Now that the new logo has been officially unveiled (2/28/2002), would you please share with us some of the feelings about that evening and the comments you heard?

[A] I was very moved by the exhibit itself. As an artist, I appreciate the pain that must have gone into each painting and creation that was included in the exhibit. Everyone who I spoke with at the unveiling and exhibition appreciated my involvement in creating the logo and exhibit materials. It is so difficult to receive thanks from people who are so intimately touched by such tragic circumstances. It is quite bittersweet for me to accept any thanks for something that I wish I would never have had to create.

The joy I receive from creating both of these logos comes from opportunity that God gave me to give something back to each of these families. They can now hold onto something that represents their love for their departed. I receive so much more from this giving than can be realized. God brought some special people into my life just when I needed them personally. God has given me the love of two families that I probably would never have known, the Daversa's and the Keane's.

I feel so honored to live and work with these families to make Wethersfield a better place. I would tell others, if you want to be blessed, put yourself in the position of allowing God to do that by helping others with ANY talent He has given to you. My gift is not in creating logos - it is in allowing myself to be used by God to help others in any way that I can. In turn, he has blessed me beyond what I could imagine.

[Q] Knowing you to be the very busy, creative person you are, we would like you to elaborate on the scope of "Creative Concepts" and where you will be taking Creative Concepts in the future.

[A] "Creative Concepts" is a name I am using to establish a business that incorporates several elements of creativity. Being on my own has given me the freedom to work with people like the Keane's. If I were still working at a large corporation, I would still have a big paycheck but with limitations. I would not have the time or energy to be able to run over to the Keane's whenever they needed my advice or assistance. I would not be able to help with my Church productions or help with blood drives. I would not be able to go hang out on any given afternoon at Mikey's Place with my friend Sharon. I would not be able to sit at Mikey's grave on a sunny day - just because I want to. Creative Concepts gives me the freedom to plan my time the way I want, to enjoy time with friends and be where I need to be to help others. I will do this as long as God allows.

The area that I am focusing on first and foremost is community service. But, of course that doesn't pay the bills. So, I am doing a lot of interior decorating, painting interior of homes with specialized textures or techniques such as suede or colorwashing. I am also consulting for 13th Floor Graphics & Printing on projects for their clients on a conceptual basis. This I enjoy because I can work from my home a lot of the time. I am also consultant for a jewelry artist from Maine (who was featured in Arteffects Gallery, with which I was associated) and am assisting in marketing her line of jewelry with a new brochure, website and other promotional venues.

Tina, thank you very much for taking this time to tell our visitors and your fellow townspeople about your involvement with the Richard M. Keane Foundation and the development of its new logo.