Jeff Krichmar Has Wit

The "qualifications" section of Jeff Krichmar's website (www.krichmar.com) begins: "24 years ago I left my mother's vaginal canal. 20 years later I won the Adobe Design Achievement Award for interactive design. Two days later, I got kicked out of art school..." This guy's designs are as bold and humorous as he is. His identity/collateral system created for a Kentucky-based gourmet fast food restaurant is almost sophisticated enough to make grease look good for you. He created an absurd (yet cute) line of cereal with corresponding packaging for astronauts--Buzz Lightyear would surely approve. My favorite: his print ad campaign for Birthright Israel. With slogans like "Cheaper than JDate. Easier to get into than med school," Krichmar clearly understands how to appeal to his target audience.