Dress Code Bares All
by Peter Camburn
Headlining AIGA Philadelphia’s 2010 Spring Lecture Series were Dress Code NY’s Andre Andreev and Dan Covert.
Focusing on their book, NEVER SLEEP: Graduating to Graphic Design, Andre described it not as a manual or instructions for what to do after graduating from art school, but rather a book about their experiences before, during and after graduating from California College of the Arts. The book highlights their introduction to design, which began in high school, and follows their young, successful careers to its present partnership.
Unveiling several art and design beginnings, Dan shared his Wu-Tang-Clan and ex-girlfriend-inspired graffiti designs from high school. Growing up in suburban Ohio, Dan actually pursued his graffiti work for eight years, before enrolling at a state college.
Andre was born in Pernik, Bulgaria, which he describes as an industrial city similar to Pittsburgh. His father, also a graphic designer, introduced him to the field early in his life. Andre’s design work as a teenager was inspired by photo-copy collage work and David Carson—16th birthday gift from his father was Carson’s book, “The End of Print”.
Meeting at California College of the Arts, Dan and Andre held a variety of jobs through school. Dan, designing shirts for Beastie Boy’s XLARGE clothing company, and Andre doing music packaging for friends’ bands. Dress Code (which would become the official company name) came about when the two began collaborating on screen printed posters for various projects and needed a company name to supply design publications in which their work was being published.
While gaining recognition for their poster work, the realities of life, working, and making money began to catch up with them. Seeking some (quick) cash, Andre took on stints he found through Craigslist—creating power point presentations (need I say more?). He quickly ended these gigs after some hilarious client requests for remote controls, TVs, and lightning bolts—you had to be there!
Meanwhile, Dan landed a job in NYC and then with MTV after his hopes of working for Stephan Sagmiester didn’t work out. While at MTV, he was awarded a large project for the VMA’s (Video Music Awards) using a logo he designed. Andre eventually joined Dan at MTV, as an animator for a separate, on-air department.
Getting in to projects well over their head, the friends found themselves directing photo shoots and on-air bumpers with large budgets. Getting through these projects by the skin of their teeth, the lessons they learned in that work would continue to help them throughout their careers.
Officially launching Dress Code about 2 years after Andre joined MTV, an early client, DeLoitte LLP’s film festival, provided to establish an office in Lower Manhattan and get the partnership started. In addition to some lower budget non-profit work, their client base grew, and work for such clients as Belvedere Vodka, Nike, MTV, Art Directors Club, as well as AIGA, came through the studio.
Sharing slides of their continuing interest in screen-printing posters (and plugging their book), Dan and Andre concluded the repartee with a short Q&A.
Overall, they shared an honest presentation, including failures and mis-steps as well as successes and lessons learned. It was inspirational for students and professionals alike.
Check out their site:
http://www.dresscodeny.com
And buy their book:
http://www.neversleepbook.com
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