Derald Schultz
Creative Latitude's Articles Editor

By age seven, Derald knew what he wanted to do or at least "who" he wanted to be when he grew up-Darrin Stevens on "Bewitched". He had it all; a Camaro, a cute wife who could make anything happen, and the easiest job in the world - selling ideas.

Derald received degrees in Printing and Publishing and Visual Communications and took a full-time position at the same time with a nationally-known outdoor advertiser and large format printer. During his 15-year career he produced over 1000 projects a year for Fortune 500 companies such as Disney, RJR Nabisco, Coke, and General Motors.

In the early 90's, Derald took a new position in Atlanta, Georgia and became hopelessly addicted to the Macintosh computer. Unwilling to find the appropriate 12-step program, it became the rebirth of his creative skills and he founded Mediarail Design in 1995. Derald offers a wide range of creative services in print and web design. You can find him regularly juggling everything from corporate identity projects to commercial web sites.

His Atlanta studio is based out of his home and takes up the majority of one floor. Although he plays well with others, he brings in other artists and vendors on a per-project basis. Preferring to let his perfectionism run rampant-Derald oversees all print and web projects from concept to completion. A partial list of his client experience includes: Salvation Army, Seagram Beverage Company, Don Pablo's Restaurants, McCormick & Schmick's Restaurants, Lockheed-Martin Credit Union, and Sodexho Corporation.

On creativity, Derald says,"Design uses the best of my talents-a well- balanced left-brain right-brain activity. True creativity comes from heavy doses of research and analysis mixed with curiosity and imagination. My style leans toward clean and open designs that have a clear message."

His spare time is spent enjoying his new bride Suzanne, taking Friday afternoons off to ride his SuperJet (stand-up jetski) which he prefers to call "liquid therapy", jogging on the country roads near his home, and generally finding a lot of humor and creative inspiration in his day-to- day life.

You can find him at www.mediarail.com