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What do a magazine cover, a corporate logo and that cool new website have in common?

Well, more likely than not, they've all been conceived and created by graphic designers.

Jeff Curry and Bill McGrath are two of those creative souls.

They're the co-owners of Orange Sprocket, a Fredericton interactive design firm.

Orange Sprocket has fashioned an impressive roster of international clients - like Nikki Beach, the exclusive Caribbean resort and hotel conglomerate.

Curry and McGrath work with a team of nine graphic designers, all of whom have eclectic skill sets.

"'Graphic designer' is an interesting term these days," says McGrath. "In some ways, it seems a bit old school. We're more like interactive designers."

Tim Morrison, the creative director for Kiers Marketing Group in Fredericton, agrees.

"Designers have to be versatile these days," says Morrison. "You have to be able to carry your vision from one media format to another."

Orange Sprocket is a case in point.

At any one time, the company's designers might be pencil-sketching, doing print layout, creating Flash animations, constructing a website, or fine-tuning a company's brand in Adobe Illustrator.

"All the people here have their own areas of expertise," says Curry. "Everyone's coming at ideas from a different perspective, and it's great for our clients."

The relationship between graphic designers and their clients is a dynamic one.

Designers meet with clients, suss out their market, develop a concept, sketch ideas and visuals, make their pitch and continue working with their customers until it's time for production.

Finding the right brand for a client is all-important.

When things work out, both the client and graphic designer arrive at an effective and esthetically pleasing outcome, whether its a brochure or an eye-popping presence on the web.

"It's very gratifying," says Curry. "A lot of people have their eyes on what you do. We take things very personally. We want to have our stamp on things."

"It's also gratifying from the client's perspective," adds McGrath. "Entrepreneurs have a vested interest in what you do. It's their dream, too."

"It's seeing the end result and seeing your work used and in the community," says Morrison. "It's knowing that the design solution you created is working for a client."

Curry believes that graphic designers are born, not made.

"Graphic designers are the ones who were scribbling on their Hilroys in school," says Curry. "They're creative at a young age, and it's likely been their dream since they were kids."

"It all comes down to creativity," say McGrath. "Is that person creative? If they have the core creativity, you can teach them the tools. You can't teach someone how to create art."

Morrison agrees.

"Sometimes the best educated designer is not the most creative," he says. "We're looking for the ability to provide design solutions for clients."

Increasingly, those design solutions are developed and honed using cutting edge software and computers.

Technology is everywhere at Orange Sprocket's downtown space - high-end Macs and PCs, dual-monitor workstations and an in-house sound booth for producing online audio.

"We might be using 10 different programs on one project," says Curry. "You can't over-stress the importance of being up-to-date with technology and the industry. It can set apart an amazing designer from a mediocre one."

Despite the onslaught of new technology, McGrath and Curry agree that basic skills are important.

"We still sketch," says McGrath. "Design is design. You're dealing with typography, layout, colour and space. The core skills are still the same. It's just that taking things online introduces an entirely new dimension to the job."

Morrison agrees.

"A solid technical background is a must. Design goes further than making something look nice on a screen."

So, what else does it take to become a graphic designer?

"It's all based on talent," says McGrath.

"A quality portfolio is the most important thing you can have," says Curry. "We get designers who give us black and white resumes. They're applying to a design company. If you can't market yourself, you can't market a product."

The same holds true for Kiers Marketing Group.

"We look at a designer's portfolio," says Morrison. "That's the best way to gauge the level of skill."

"It's also great if you can do both web and print," says Curry. "People who do both well are a rare breed."

Once you're in, of course, the hard work starts.

"You have to pay your dues," says Curry.

"Word of mouth is important," adds McGrath.

"Things aren't necessarily going to come to you during a nine-to-five workday," says Curry. "You have to get outside yourself. It's rare, but there are times when you'll be pulling all nighters."

The payoffs, though, are big.

"We're all geeks at heart," says McGrath. "We don't work in a corporate environment. You need to be brave and take chances. If you truly aspire to be a great designer, the sky's the limit."

"It doesn't feel as though I'm working," says Curry. "If you love what you do and you're passionate, then work isn't work. I still can't believe that we get paid to do this."