Kelly Book's Graphic Designs Turn Heads and Pages

Launched in January 2011, New Lenox's ten40three Graphic Designs is focused on lending some beauty to the everyday world, said owner Kelly Book, a 30-year-old native of nearby Frankfort.

She combines an intensely creative and artistic nature with a practical approach that captures the eye of the beholder as well as the reader.

A graduate of Lincoln-Way High School and later Columbia College in Chicago, Book begins each project by listening to the needs of her customers. Whether it's brochures, banners, websites, newsletters and more, Book said she wants to make sure that the material she produces is consistent with the message that the client wants to get across.

Sitting in her kitchen and at the ready to share a cold drink or coffee, she said,  "I want to sit down with you. I want to know what your story is. I want to know what you want to get out of your piece."

In some ways, it's the personal relationship that develops first, according to Book. Getting to understand the customer means tapping into one's soul to capture the passion that the individual has for his or her company or personal projects. That's when Book begins the process of developing materials. It frequently begins with a sketch, which is followed up with a plan to visualize the design across a variety of mediums, such as business cards, online productions, posters and even T-shirts.

The designs are fluid and require a holistic outlook. Book's business card, for example, is no mere rectangular, wallet-sized card. Her card is in the shape of a circle. The design is unique and stands out in a crowd of other cards; however, that's not the only reason. It's done more to represent a philosophical approach to design—a circle of connected and intertwined design elements.

Aside from her eye for color, publication font-sizes and the juxtaposition of still-life photos within in a project, Book's projects take shape in an intensely, perhaps spiritual-like zone of contemplation and openness to the "feel" of a project.

She begins first by steeping herself in what she refers to as "a bubble," that time when all surrounding sounds and distractions fade into black. She's absolutely aware of them, but they don't interfere with the creative expression that comes from years of experience and rises to the surface to embrace and welcome a project. It's when the fundamentals of graphics transcend into a sphere of specific-to-the-customer designs.  

"When you hit that special moment, that special thing, you know it's in your head. That's when I'm happy. You know (the design that is beginning to take shape) will reflect what they're looking for."  It's the connection with the client, that in-sync moment, Kelly said, that drives the spirit for artistic creation on a professional level. "It's a quiet moment."

That quiet moment, the one she happens upon everyday at about 10:43 a.m., is what feeds her spirit. And that's the impetus behind the name of the company—ten40three.  

Onto the practical side of life, Book said, "people don't realize how much graphic design affects their lives. It's in the doctor's office; it's a design on a package. All of history (has been marked with ways of) getting people to see things differently. It's a way to be heard. It's the way your business speaks for you when you're not there."

An extensive background with professional associations in publication layout design, including books and newsletters, Book said the printed material is something tangible. "You have a relationship with it. With a website, it's in front of you. It's faster and it's constantly evolving; it's constantly moving." Consequently, the design has to flow in a manner that captures the moment of viewing, according to Book.

Along with skill, experience and commitment, Book said she is intent on using her expertise to help businesses and individuals in the community in which she was raised.  As a graphic designer and resident, Book considers her work as an investment in the community.

"If my designs can help a business do better, then I'm happy. That helps the community (economically,)" she said. If a company produces more and makes more, then New Lenox realizes the financial benefits, netting increased sales and more tax dollars to satisfy the needs of the community.