The Vitals: Ben LaPlaca – Creative Director: Charley’s Grilled Subs

Ben has been with the company for 2.5 years and consulted for 6 months prior to that

Ben has a degree in illustration with a minor in graphic design.

Me: What does the creative director of a QSR concept do?

Ben: Anything that bares the Charley’s logo comes across my desk… or at least it’s supposed to. Of course in a franchise model sometimes it doesn’t, which means a franchisee is putting their own feet on the street for promotion. I can’t hate that, but I still own the visual brand.

It’s a very large range. I handle everything from the product photo shoots, to the packaging, copy writing and editing, promotional design and concepting, directing designers and agencies and even get to work on new product and limited time offer taste profiles.

Me: Talk about the differences between being an artist and a visual brand guardian in a corporate environment.

Ben: My artistic process is meticulous. If I’m painting, there’s a consistency to my attention paid to the entire canvas just as there is a consistency in my attention paid to every aspect of the visual representation of this brand. So, the jump back and forth has never been as abrupt as you might think.

Me: How did you go from illustration and an artist to a corporate creative director?

Ben: One: I’m still an artist [smiles, but makes it clear]. Two: I never wanted to show in galleries. I wanted to tell stories, visually. I have always loved editorial illustration. The task of visually depicting an entire story without the viewer ever having to read a word has always intrigued me. Graphic Design was a natural transition for me. I have always felt that to be a good painter, illustrator, sculptor, etc, you first and foremost have to be a good designer. Regardless of the medium, a job well done takes the consumer from A to Z in one visual. When a logo can convey a brand, it’s truly incredible. So developing and evolving a brand, visually – telling that story to a customer and guiding their experience – it works for me.

Me: What are some brand’s that are telling great stories?

Ben: There are definitely some brands that I love, but I don’t know if they are telling great stories. I might be bias though – I live in this world but I don’t believe the hype. I feel like I’m being sold by most brands, and then I judge how well they are doing on their sell.There are a few brands that I do buy because I like their product. Nike, Lifted Research Group, Mac [Apple] – though I refuse to put the sticker on my car [note that there is a Detroit Tigers chrome emblem on his car]. Also, sports are a huge part of my life. I view each league as a brand and each team as a brand within that brand. Some individual athletes are brands too.

It’s amazing to me how the strength of some sports brands are so strong that they can continue to produce a horrible product, but also continue to sell out stadiums and arenas. You do have those other sports brands that put out a great product, but can’t sell tickets to save their lives. Why?… Less than impressive branding/marketing.

Me: What is your medium of choice, outside the office?

Ben: For what seems like forever now, it is still graphic design and my trusty ol’ MAC. Typography is a huge passion of mine. Both traditional and nontraditional forms … Graffiti was a huge part of my life. I’ve been writing (active and inactive) for a long time. The thing about graffiti… it’s about everything that surrounds it: street and urban culture, music. Active participants see it as a true art form. It really borrows from and gives to “skateboard art” – They both truly are a mix of pop culture and graphic design. Urban textures have and currently help define my current styles. I stopped actively writing graffiti when I moved to New York years ago. It was like quitting heroin [I would assume].

I did a piece this year at Art Al Fresco that integrated graffiti, graphic design, hand cut stencils, textures and more in a controlled, legal manner. Viewing it in regards to grafitti, It’s “sellout”, but truly, we are not out there trying to be “grafitti writers”, we simply have allowed our background/experiences with/praise for grafitti influence us as artists, and I think it is reflected in our style and the final product(s) from this years event. Similar to grafitti, your surroundings and life experiences help define you as an artist.

Me: Art Al Fresco? What’s that?

Ben: The event started in Columbus last year. The concept…well I never read it [the mission statement]. The Art Al Fresco committee selected 30-40 artists from a large pool of submissions to gather downtown over a two day period and do public art installations at verious locations throught the downtown arts district. I see it bringing art into the real world. Art is too often reserved for, or at least perceived as, galleries, museums and private collections. It’s elitist. Some people are afraid to go into the Wex. Art Al Fresco is the opportunity for people to interact with art in a space where they feel comfortable; where they can talk as loud as they want and interact with it however they want.

Me: What made you get involved this year?

Ben: Actually I got involved last year with 2 friends, all of us are from the graffiti, skate, design, art culture. Our piece last year won best-in-show. It was nice to find some recognition from a city we’ve contributed our talents to for many years.This year the event nearly got canned. There were budget issues. I’m glad it didn’t because I suspect it’s great for local businesses.

Me: Ok, so give us a tip here Mr. Best in Show and Brand Guardian

Ben: Specific to digital design: Keyboard shortcuts. Learn them. Love them. If I never have to touch a mouse, I’m a happy person.

Ben lives in Columbus, Ohio (home of Charley’s HQ) with his wife who is also very active in the arts.