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August 2007

In Depth with
Dan McElhattan III
Founding Member AIGA Las Vegas - President of M3 Advertising Design
Las Vegas, Nevada, USA

Sushi Logo - Osaka

Born: Salt Lake City, Utah
Current Residence: Henderson, Nevada
School: University of Arizona, Tucson

Dan McElhattan’s resume is quite impressive.

Founding member of the AIGA Las Vegas Chapter, retired Board member and advisor for over 8 years. Winner of more than 120 awards. Published in more than 26 books internationally. And President for groundbreaking integrated print/interactive design firm M3 Advertising Design in Las Vegas.

In short, he’s a respected leader in the design industry, sought out for his insights and opinions. But, as you might expect, it wasn’t that way when he first graduated from college.

He applied to some of the top firms in the U.S., and gained a lot from the experience. Except a job.

“My biggest preparation for the world outside of college,” says Dan, “was the rejection letters for employment from over twenty companies such as Fossil Design, Landor Associates, Lucasfilm, Industrial Light & Magic, Morla Design, Chase Design Group (I did spend one day there as an intern, it was awesome!), Zimmerman Crowe Design, Clement Mok designs, and RR Partners in Las Vegas. In a sick way the rejection told me either my portfolio sucked or my destiny was to develop my own firm. I took the obvious choice.”

In this interview, Dan talks about life in Vegas and his career in design.

Who played a role in you choosing design as a career?

“Robert Anderson, a childhood friend who always had a knack for drawing incredible murals and replicating magazine cover models better than the photographs themselves. Every year he would for fun paint Disney scenes on garage doors during Christmas. Some garage doors in one neighborhood were so popular thousands of residents would make a special journey to view the cul-de-sac on the east side of Las Vegas. It became a must-do during the holiday season (they were that good).”

How did your school experience influence you as a design professional?

“The VisCom (at The University Of Arizona) is an amazing program with a dedicated core staff who has expertise and experience. They have a firm grasp of basic design fundamentals and foundation, combined with passion to continue their commitment to the design world. Jackson Boelts had a profound impact on me as a conceptual message designer. He would bring in speakers like David Carson, Margo Chase and others to educate students on the application of design, while dedicating his life to running a design studio and developing future designers like Todd St. John (HunterGatherer), Todd Feddell (Cartoon Network/Pelonton design), Gary Benzel (GreenLady) and myself.”

Rock n’Roll Wine.com Wine Labels

What was your first job out of college?

“During the summers and holiday season in college I worked in California at Sideout Sport as a designer, and in Las Vegas as a runner, production artist and an entry-level designer for a few ad agencies. After college I worked in Scottsdale, Arizona before returning to Las Vegas.”

What personal trait(s) or characteristic has helped differentiate you from other design professionals?

“Genuine excitement for the original conceptual idea, enthusiasm and humor applied to life, positive mental attitude and the ability to listen. My father was a diehard businessman. I learned valuable selling tactics and the art of conversation from him. Thanks, pops.”

Tell us a little bit about M3 Advertising Design...

“The offspring of my first company O’MileyRyan, M3AD was developed from a Las Vegas valet insight. When parking my car and asking my last name I stated “McElhattan III” he gave me a double take and stated “ok M3 your vehicle will be primed and ready when you return”, The nickname stuck ever since. Our design firm integrated ground breaking message & brand developments and launched numerous Vegas and International companies. Corporations would contract our firm to execute their identity and specialized brand needs. Since we are the pioneer of strategic development and brand experiences, our strength in application of design gained us exposure to larger companies desiring to build their message. Our tag line exemplifies what we do “Your Message Defined.”

We love what we do and the design community takes notice as well, after launching RocketRisks video: http://www.facebook.com/l/8f7f4;www.youtube.com/rocketrisks

Michael Riley the designer of movie titles such as Gattaca and Kung Fu Panda closing sequence shared with us: “Your video is awesome and inspiring. There is a lot of good thought in your piece. It's got a lot of good energy. I love looking at design work that tries to pull the world toward a better place.

It's a work of art."

-Michael Riley
creative director
Shine

What about your current position do you like and dislike?

“Love discovering new opportunities and learning about new businesses. Love how the design process can influence the business role model and dynamically enhance a corporation’s business function.

“I dislike missed opportunities, chaotic business structures that base their design strategy on trends and emotions rather than proven strategies and consulting with companies that spent their funds on another agency and want us to clean up the mess for less. The biggest disappointment is watching a business fail from a lack of planning, strategy and willingness to take risks with design as a business tool.”

What projects are you most proud of and why?

“Sushi logo. I was up against a designer from San Francisco who worked at Primo Angeli’s office. Out of frustration not being able to illustrate the fish properly, I threw my bamboo brush down and went to get a drink. Came back and voila! Freakin’ loved it!

“RocknRoll Wine identity. Love the illustration and energy of the whole brand.

“Cili logo. First restaurant I ever named for Wolfgang Puck.”

What do you hope people think or feel when they see your design work?

“I would love for clients to say, ‘Wow, we need to pay more for that concept!’ I know, I can dream, can’t I?”

STRIP CD (DamnGoodDesign.com)

You live and work in one of the most recognized cities in the world. Any interesting stories you would like to share?

“I am a happily married man. One day I was to meet a client over a new restaurant identity. We always met at The Mandalay Bay, usually in a bar. This particular meeting was eventful because we were to meet at Moorea Beach Club. I thought it was a beach-side restaurant. It turned out to be a European-style exclusive pool club (aka topless). My client comes out his private cabana jacuzzi with his soon-to-be wife, a former Playboy bunny, au naturel. Here I am in slacks and a button-down shirt discussing the entire concept, as professional as I can, staring at the best pair of plastic surgeon’s, ehmm, work I have ever seen.

“After the meeting, I called my wife and told her everything. She asked, ‘Well what did you think? Were they a good size and shape? Did you get the doctor’s name?’ I nearly fell over on that one! Ahh, Vegas!!”

It seems like most people will try to visit Las Vegas at some point in their life. Can you share your list of cool places to see, eat, or experience that may be off or on the Vegas strip?

45 minutes north of Las Vegas is the spectacular Valley of Fire, on a trail deemed the Mouse Bowl, covered in Indian petroglyphs. A must-see. Also, Red Rock Canyon—the 13-mile drive on loop is spectacular.

25 minutes southeast of Las Vegas is Hoover Dam. The art deco sculpture, Wings of The Republic by Oskar J.W. Hansen, leaves me speechless. (http://www.perkowitz.net/photo/places/nevada/hoover-dam/)

Make sure you visit the life-size replica of Michelangelo’s David in the Appian Way of Caesars Palace, sculptured from the same marble quarry as the original. It is an authentic replica.

Check with www.rocknrollwine.com’s event schedule for tasting wines with great live music and they always have their events at amazing Las Vegas venues such as Bellagio or the Golden Nugget’s 14 million dollar pool.

After the debauchery of nightclub life, locals love to have a early morning snack at The Peppermill Lounge on Las Vegas Boulevard. Their liquid fire pit in the bar is old school Vegas at its finest.

The arts and culture scene can be experienced every first Friday starting at the place that started it all: The Arts Factory. Call StudioWest for an appointment. Great photographer, awesome studio!! (http://www.theartsfactory.com)

Cili Restaurant for lunch. You feel like you’re in paradise! (www.cili.com).

View Dan McElhattan III's designerID portfolio.