Ida Cheinman isn?t just an advertiser or marketer ? she?s a teacher.
The principal and creative director at Substance151, Cheinman helped found an award-winning and internationally recognized Baltimore-based firm dedicated to multimedia design. Substance151 shares industry knowledge through teaching, lecturing and judging industry competitions. Its clients include Hewlett-Packard, GSK and the Olympic Regional Development Authority.
A former creative director with gr8, Cheinman strives to stay on the cutting edge of interactive media and design.
Q What is the story behind the founding of Substance151?
A I never intended to start my own firm, but when the job offer came along, it pushed me to realize that striking out on my own was the right thing to do. When looking for a name, I wanted it to reflect our strategic thinking and business-savvy approach ? thus, “substance” was born. Having a number was inspired by the periodic table (substance equals matter) and the idea that we are the next element for the world to discover. The actual number “151” has personal meaning to both founding partners ? it?s a numerical combination of our birthdays, anniversaries, etc.
Q What is the most important thing you learned coming into this job?
A Staying focused on the big picture. While design has always been my passion, running a company requires a lot of different skills. Never losing sight of the two principles that Substance151 is built on ? quality of work and cultivating lasting client relationships ? provides an ongoing motivation.
Q What is the project you are most proud of?
A Brand development for the Green Building Institute ? an organization working to advance environmentally sustainable building practices through green building education. The concept behind the organization is the synthesis of natural and built environments, which presented us with a great opportunity for creative exploration. The case study we did for this project is profiled on the national AIGA Web site in their Sustainability section.
Q What is the hardest part of your job?
A The balance of management and being creative. In my previous life, the late nights were all about design. But now, if I am in front of my computer at 8 p.m., [it?s due to] working on the business development strategy or finishing a proposal.
