Design from all corners of the mind that comes to life in t-shirts, photos, web sites, production photography for films, fashion photoshoots, and marketing materials.
The coolest thing about technology
In 1990, I found myself frantically learning Adobe Illustrator and Photoshop. I'd just taken a job as an Art Director, and totally lied about my software skillset – which was zero! My previous graphic production layout experience was with Rubylith, Border Tape, wax machines, X-ACTO knives, and Letraset rub-on letters. I didn't know jack shit about computers. I couldn't even find the ON switch the first time I tried turning on the Apple Macintosh.
The world completely changed for me was when I dragged the mouse and created a rectangle. The lines were perfectly straight and the corners were perfectly 90 degrees. After years of hand-making borders with border tape and using an X-ACTO to – poorly – craft 90 degree border corners, a digitally-generated rectangle was AMAZING!
It's good to have smart friends
My University-educated and dear friend, Kimberly Robichaud, wrote the following graphics bio for me in the late-1990s:
Over twenty years experience creating captivating and memorable logo designs, CD covers, business cards, stationery packages, brochures, banners, t-shirt graphics, hang tags, clothing labels, and merchandise packaging. Custom loyalty cards are the newest addition to the marketing family.
He has worked closely with music producer and head engineer, Tom Gordon, providing CD cover artwork for over 30 recording artists.
Reid's working knowledge of high-resolution offset printing and screen resolution Web graphic requirements provides clients with a smooth, worry-free process and successful end-results. He can save graphic artwork to any format for any platform.
A love for t-shirt design
Learning t-shirt design and printing at Sunrise Sales in Sparks, NV, gave me a life-long love of t-shirt graphics. I designed, printed and sold my first "Mozart" graphic tees at the Pioneer Center in Reno, NV, in 1991, during their performance of Mozart's Requiem to celebrate the 200th anniversary of Mozart's death.
Behind-the-scenes pics are the best
Music producer and recording engineer, Tom Gordon, owner of Inspired Amateur Productions, recommended my CD design services to many bands who recorded at Granny's Recording Studio when he worked there in the early 1990s. I ended up taking many late-night/early-morning behind-the-scenes photographs of recording sessions for some of the CD art. In the following years I came to really enjoy taking behind-the-scenes pics of fashion photoshoots that I produced; fashion and trunk shows produced by Isha Casagrande in the early 2000s; and acting as Production Photographer on David Howe's film sets.
Eventually, the Internet became a thing
After years of designing logos, business cards, stationery, brochures, sell sheets, and folders, my clients started asking about website design. In 2001, I designed my first website with WYSIWYG editor NetObjects Fusion; eventually graduating to Macromedia Dreamweaver (now owned by Adobe). The transition from CMYK and press-checks to RGB and HTML scared the shit out of me. Then in 2005 my brother Lance Walley asked me to delivery just the CSS design in a stylesheet for a business website he was co-producing. It was the first time I actually purchased a book on the subject: CSS for Dummies.
Got into WordPress in 2007 because a client wanted to simply replace an image and some text on her website, but she couldn't because she didn't have the Dreamweaver software I'd used to create her HTML site. WordPress. Changed. Everything. Content Management Systems (CMS) like WordPress and Joomla became what all of my web design clients use. I'm typing this text into WordPress right now 🙂
Taking photos with a phone
I've always enjoyed producing an image with good composition. But I never got into the habit of lugging a camera around with me everywhere for the past 25 years like my photographer-extraordinaire friend Karla Kelley (I also helped design her Femme Photale logo). But now I just whip out my Samsung, double-tap the home button, and start taking pics. The smartphone has forever changed how life is captured and documented.
Accidental modeling scout
In 2003 I started a graphic design t-shirt company in Reno called Girls Play Clothing, and invited a handful of friends and new acquaintances to model for the clothing catalog. Photography by David Howe, and hair & makeup by Summer Arthurholtz (formerly Pieren). At the same time, Isha Casagrande was producing her first trunk show for her Ciao Bella fashion boutique. Someone mentioned that I was good at finding modeling talent. Isha asked me to help supply models for many of her trunk shows, fashion shows, and eventually her Fashion Lounge Wednesdays, a weekly show at the BuBinga Lounge in the El Dorado Hotel & Casino in Reno.
In 2004, music producer Tom Gordon asked if I'd be interested in producing a fashion photoshoot for Jackie Love's Shakti clothing line. It was the first time I was able to get everybody paid: models Candace Eddy and Bethanie Triplett, photographer David Howe, and makeup artist Kamla Greer.