Corcoran Alumna Helps Bring First Scratch-and-Sniff Stamps to Life

Frozen Treats stamps

Leslie Badani headshotFrom the first computer graphics class she took in high school, Leslie Badani, Corcoran Graphic Design BFA ’07, knew she’d found her calling.

“I remember thinking, ‘wait – you can do this as a career?’” she says.

Today, Badani is a successful DC-based graphic designer who has created a diverse portfolio of products – including a few you may have in your home right now.

Badani is part of the team that designed and delivered the first scratch-and-sniff stamps for the U.S. Postal Service (USPS). Tapping into childhood nostalgia everywhere, the “Frozen Treats Forever” stamps feature vibrant illustrations – and corresponding scents – of summertime favorites, such as bright pink watermelon popsicles.

“We found the work of artist Magrikie Berg – these fun watercolors – and it took off from there,” Badani explains.

Frozen Treats stamps“Frozen Treats” came together over a period of several months; Badani worked on the project with art director Antonio Alcalá, her former professor and mentor from the Corcoran. Alcalá’s expertise in printing methods and materials led to the whimsical scratch-and-sniff format.

Badani says that her former teachers – including Alcalá – were “integral in teaching me everything I know about design – I learned so much [at the Corcoran].”

A Northern Virginia native, Badani came to the Corcoran after a year at Maryland Institute College of Art in Baltimore. She chose the Corcoran, in part, for its graphic design program, where she soon thrived. She also capitalized on being back in DC via internships with the design firm OmniStudio and National Geographic magazine.

During her senior year, Badani earned another internship at Alcalá’s Studio A in Alexandria, where she stayed for eight years. In 2015, she moved to Weber Shandwick in DC, where she is currently a senior designer.

“Frozen Treats” may be the first scratch-and-sniff stamps, but it wasn’t the first time Badani lent her talents to USPS. During her time at Studio A, she worked on several stamps, including Geometric Snowflakes Forever, Elvis Presley Forever, and USA Nonprofit – a special design only available to U.S. nonprofit organizations.

While Badani designs a variety of products for a range of clients, there’s something unique about an everyday item that reaches so many people. Once, while standing in line at the post office, Badani overheard a customer reviewing stamps in the display case on the counter. When the customer saw Badani’s snowflakes design, she told the clerk how much she liked them, and bought two booklets.

“It’s surreal and exciting to work on something that’s out in the world and being used by real people,” Badani says.

Compelled by the arts from an early age, Badani has found a way to a way to turn her enthusiasm into a productive, engaging profession.

“Being passionate, really being tied to the work you do, is probably the most challenging – and most rewarding thing – about having a creative career,” she says. “If you genuinely care about your work, it’s possible to yield the best product that you as a designer can yield in that moment.”

-Melissa Nyman

Are you working toward a career in graphic design?
Badani has some behind-the-scenes advice:

“Students are often really up to date on the latest software, which I think is great. We are always interested in designers who can create motion graphics or work with code – being a bit of a ‘design generalist’ is really valued right now due to the highly collaborative nature of most creative teams.” Badani also stresses the importance of typography. “I don’t know how design schools are teaching typography these days, but it needs to be a high priority. It’s really obvious when someone’s typography skills aren’t great – so make it a lifelong learning experience.”

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