When collaborating last year with the Martha Stewart Weddings team on Martha’s nephew’s nuptials, Darcy introduced me to a wonderfully talented, fun-spirited graphic artist working out of St. Louis who designed the invitation for the big day.
A big thank you goes out to Darcy, as Cheree Berry and I have been fast friends ever since. Not just friends, by the way, but we have been great collaborators on many other projects, and I am always awed by her clever and creative visual responses no matter what the occasion is. For me, an invitation is the critical link to an amazing event. It is the “movie trailer,” it is the single element that gets you excited, seduces you, and sets the tone for what an occasion will be. And for those naysayers that say, “We don’t need to do anything special, people just throw it out.” I say, “What a shame!” My goal is for the invitation to be a jewel, a piece of art to keep, even frame. Cheree never fails to deliver on that promise.
(The above image is by William Brinson and appeared within a story we created for Rue Magazine on the occasion of the launch of our recent David Stark for west elm summer collection. Of course, Cheree created the invitation for that afternoon tea!)
Recently, Cheree and I got to talking . . .
David Stark: The design of invitations is a very specific aspect within the very large world of design. How did you get into that facet of design?
Cheree Berry: I love paper. When I was an art director at Kate Spade, I had the very fortunate opportunity of designing the launch of the Kate Spade/Crane & Co. wedding stationery line. I later realized that this was the start of my career. Growing up, I loved construction paper and markers over Barbie and Rainbow Brite. I looked for any opportunity to make a card for someone. A get-well card for my sister who got a splinter was not out of the question. My favorite store was Hallmark and the rows and rows of greeting cards would make my stomach turn with excitement. I love the tactile, intimate and keepsake nature of the stationery medium.
(The entry to the launch event of Kate Spade’s Crane & Co. stationary line above)
DS: Which artists' and designers' work inspire you?
CB: I love the work of Tim Burton -- an imagination like no other. Cipe Pineles -- a pioneer for designers, not to mention women of her era. Tibor Kalman -- a design genius who inspired so many in his short life. Andy Spade -- A brilliant collector. Alexander Girard -- A maker of all things colorful and happy.
DS: If you could make an invitation for anyone in the world, who would that be for and why?
CB: It would have to be for Tina Fey. I don't see her throwing lavish parties with petite fours and fancy place cards, but whatever party she is hosting, I would love to be the stationer on the job. To have the opportunity to sit down and brainstorm with her live would be amazing. And who knows? Maybe she'll need a wedding invitation designed for Liz Lemon and Jack Donaghy one of these days.
DS: In a time period where digital correspondence through the likes of paperless post and cocodot, for instance, are both inexpensive and fast, why do you believe in paper? Where does the value in custom paper goods lie for you?
CB: There is definitely a time and a place for an evite, like 1 out of 10 occasions. I do like the immediacy of digital correspondence. I think it makes sense to send an electronic save-the-date for certain events, excluding weddings and big occasions. Everyone is conducting busier lives so announcing the date of a party well in advance via an eblast is appropriate. However, I think it should be followed by a printed invitation. Besides, who doesn't love to receive fun mail? The idea of an invitation traveling many physical miles and delivered by hand is just so much more charming than sending something with one click of a button. It's not only about the design of the invitation but the experience and anticipation you have with this intimate form of communication.
DS: What is your studio like?
CB: My studio is a lot of fun! Mostly because of the girls who work in it. I am fortunate enough to have a great business partner and design savvy staff. We work in a 100+ year-old building, and when I first signed the lease 5 years ago, I only took one room at the end of the hallway. The shot gun style building has multiple rooms separated by large pocket doors and before I knew it, I was renting the whole floor! Our invitation samples really pop off of the red DWR table in the client meeting room and our design space wouldn't be complete without a David Stark poster hanging on the wall. You should know that there is a large David Stark fan base in St. Louis.
DS: [blushing] Thank you! How many invitation packages do you work on a year?
CB: Since our work happens well before the event date, we can fortunately take on many orders per calendar date. In addition, we have a "collection" of designs which is great for tighter budgets and allows us to offer our favorite designs without the heavy lifting of custom orders. Everybody wins! Our newly designed website, launching this fall, will showcase our collection with contains about 50 designs.
(Above are a couple of sneak peeks at the new “collection!”)
DS: Do you do graphic work outside of invitations? Posters, books, web design? You are one of the most talented people I know. You could point your magic wand at ANYTHING and make it special.
CB: Thank you so much for your wonderful compliment, but I will swap you magic wands any day! We definitely take on other types of graphic work! In addition to invitation and stationery design, we love creating visual identities for start-up companies. One of my recent favorite projects was the logo design and packaging for Bully Boy Distillers. The company, based in Boston, is owned by two brothers, Will and Dave Willis. The boys were inspired by their childhood home and the local spirits which were stored in the farmhouse basement during prohibition. In addition to this project, I had the privilege of working on their sister's wedding last year which took place at the farm. They are such a wonderful family and the relationships you make in this business are better than the work itself.
DS: I agree. We work so closely with people on the major milestones of their lives, you can’t help but become close with them.
DS: What's next for you?
CB: Since I recently had a baby, I think disposable paper onesies in colorful patterns would be fun...babies grow so fast!! As for what's next, our goal is to have more visibility in stores and households across the country. We want to continue to grow our reputation as the custom stationer to go to when you need something thoughtful, creative and different from the more traditional designers. The operative word being custom, as we believe that is really where our strength is - creatively bringing our client's vision to life on paper.
DS: As far as I am concerned, you ARE and DO! I can’t wait to check out your new website in the Fall!
Cheree has another skill that I think we, in the design world, don’t talk about enough: her amazing attitude. Growing up, my dad used to chant: ATTITUDE IS EVERYTHING, and not a day goes by without me thinking about that. Design is collaboration. Design is about bringing a client’s dreams to life, making them feel that anything is possible, that everything is under control, that it’s all fun. You are an inspiration to me in that regard, Cheree, the service world needs a little more “can do” with a smile. That is something that is a big focus of ours at David Stark Design, too. As I always say, “It’s not just the end result that is important, but it’s the journey along the way that makes us friends for life.” I really believe that. To the core.
D.
