Mad Men Meets The Michigander and Takes the Gold
Sieting was the Gold Addy recipient at the packed MIADDYS Award Banquet in category 76- Integrated Media Public Service Campaign. Selection of the most creative entry in each category is affected by a scoring process in which a panel of judges evaluates all creative dimensions of every entry. A GOLD ADDY is recognition of the highest level of creative excellence and is judged to be superior to all other entries in the category.
Known as Michigan’s classic cycling vacation, the design concept evolved out of planning and research sessions between Michigan Trails and Greenways Alliance board member Dennis Pace (Pace and Partners) and Sieting, while he was working as art director for Güd Marketing (he is currently the Associate Creative Director at Traction). Sieting received his bachelor of arts in creative advertising from Michigan State University, worked as an art director in the liberal arts & sciences, athletics, and retail branding fields and understands the importance of conceptual design to convey a story through design and, he is also a cyclist.
Sieting’s color scheme mixing shades of soft blues and greens, represent the summer sky and fresh water of the Great Lakes, and the farmlands and forests riders experience throughout the tour. The smart design of the contemporary monogram meets handlebars in his rendering on the M for the logo is iconic and a bit tongue in cheek. The design and color scheme easily translate to everything from the stationary set to a bicycle head badge, to the line of ride clothing, making it the perfect visual cornerstone for The Michigander Bicycle Tour brand.
“Being here as the client to see Terry recognized for his design is a thrill. We couldn’t be happier with his work and for Terry to receive this recognition,” shared client Mary McGuire Slevin, assistant director for the Michigan Trails and Greenways Alliance, an affiliate of the Michigan Fitness Foundation. She continued, “he has a passion that shines through in the details and his ability to merge typography, color, space and texture and translate it to our ride identity so thoughtfully shows how articulate he is in executing design through illustration.”
The creative minds of the region packed the Kellogg Center at Michigan State University to celebrate advertising, design, marketing, media and public relations work of their colleagues, the event was hosted by the Mid-Michigan Creative Alliance (MMCA). Judging the entries were three prominent names in the industry, Andy Azula, vice president and executive creative director at The Martin Agency in Richmond, Virginia, Melanie Wiesenthal, principal and creative director at Deerfield in Brooklyn, New York and Silver Cuellar III, executive creative director at Van Winkle + Associates in Atlanta, Georgia. After reviewing the submissions and hosting panel discussions on diversity in the workplace, creating award-winning work and branding with MMCA members, it was clear from the judges’ comments that the talent in Lansing, which is considered a small market, is on a level playing field with the bigger markets across the country.
Formerly the Lansing Advertising Club, the MMCA is the oldest chapter of AAF in the state and is affiliated with the American Advertising Federation (AAF), the largest and oldest advertising trade association in the United States. Regionally, the MMCA is part of the AAF District 6. On a local level, the MMCA brings together all creative disciplines in the Lansing area, including advertising, design, marketing, media and public relations. Because Sieting’s work received the regional Gold Addy, it automatically qualifies for the next level competition. the MIADDYS are a part of the local Ad Club phase, which is the first of a three-tier, national competition. Concurrently, all across the country, local entrants vie to win ADDY Awards – recognition as the very best in their markets. At the second tier, local ADDY winners compete against winners from other local clubs in one of 15 district competitions. District ADDY winners are then forwarded to the third tier, the national stage of the American Advertising Awards, which takes place this June in New Orleans.