Yves Bernard, Graphic Designer / Art Director
Yves Bernard is a senior art director and graphic designer from Montreal (Canada). He received many years of graphic design training and worked for 20 plus years as creative-art director and studio manager within established Montreal agencies. He currently works as a self-employed, full service, creative-art director and graphic designer.
Creative collaboration on many B2B or B2C North American and international brands including Alliance AutoPropane (the Quebec counterpart of Alliance AutoGas), Groupe Lacasse, Simunition FX by General Dynamic, Walltite by BASF, Canexel & LP SmartSide by Louisiana-Pacific, StoltLN Gaz and some more local brands.
How did you get started in the graphics industry?
Still young, I was fascinated by signs, posters and billboards that I could see through the classroom windows. I never planned to do anything other than this work. After some years of study, I started as a junior graphic designer in a small agency in Montreal. This was before the arrival of the Macintosh in the industry so I cut my teeth on the drawing board. I also made lots of illustrations using AirBrush and RapidoGraph. This gave me a good technical base for the arrival of desktop publishing tools such as Aldus Pagemaker, laser printers, PhotoShop and later the Adobe suite.
When did you start using Strata 3D?
I always enjoyed technical drawing, architecture and design in general which includes product design. The use of 3D applications was therefore the natural way to supplement my work as a graphic designer. I had already explored some rare 3D applications available on the Macintosh at this time. I discovered and started with Strata 3D 5.0, around 2006-2007.
What made you pick up Strata 3D? Was there a specific problem/need that caused you to seek out a 3D application?
For my needs and budget, Strata was a fairly complete 3D application at the time and certainly the best choice for the Apple platform. To my knowledge, it still is. Using Strata allows me to generate realistic images and more relevant mock ups. Also, creating a ‘wow’ effect is always a big plus during a presentation.
What’s a typical day for you? What other software do you use on a regular basis?
As a 360° creative-art director and graphic designer, I try to contribute with relevance at all levels of the creative process, from ideation to implementation – advertising, corporate communication, marketing program, packaging, exhibition display or any branding purpose. After briefs and discussions, I usually start by composing concept and mood board with conventional 2D tools such as Indesign, Illustrator, retouching images in Photoshop and not to mention many hours looking for the right image over the Internet. Strata allows me to integrate people into a scene where there is no one or simply a customer’s product in a frame as a comprehensive layout.
Which features do you use the most in Strata 3D?
I love modeling because of its technical aspect. Strata has many interesting features, but the ones I’m using most regularly are those concerning the lighting and everything related to the materials. Also, for mock up and layout, I often work with already modeled 3D objects, supplied by partners working on other devices and/or client’s files. Being able to import and open files like .3ds, .obj or Collada for instance is extremely convenient. Strata Design 3D CX 8.0 now gives us the opportunity to generate amazing 16-bit images and provides more possibilities for HDR lighting. These are some new features that I try to use to their full potential.
What has been the biggest benefit from introducing 3D into your workflow?
Any advice for new users?
Start first with a very good understanding of the basics of polygonal modeling and having a solid habit of working around the x, y, z axis. Despite the countless hours you will devote to learning the 3D environment, including textures and lighting, if you have a natural ease with technical drawings and are familiar with photography, you should be able to quickly benefit from 3D and a new world of possibilities opens up to you. For the rest, be patient and never stop experimenting.