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Mono Recruits Senior Designer

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Dawn Selg met her new boss, mono creative director Chris Lange, when they were students at the Minneapolis College of Art and Design in the early 1990s. "We used to go watch his band play," recalls the self-described "faux groupie."

Lange remembered the quality of Selg's work during those years. When the shop was looking for another senior designer to round out one of its creative teams, his former classmate fit the bill.

"We hadn't talked for several years," Lange said. "But I'd known about her and her work."

Selg, 34, joins the MDC-backed Minneapolis shop from Target Corp., where she was a senior graphic designer and art director working on packaging and promotions for lines such as Swell by Cynthia Rowley and Ilene Rosenzweig and Simply Shabby Chic by Rachel Ashwell. Mono's philosophy on incorporating designers early in the process lured her back to the agency side, where she had spent most of her 13- year career.

Joining the small agency, whose clients include USA Network, Sesame Workshop and Airstream, also meshes with Selg's entrepreneurial bent. After graduating from MCAD, Selg briefly worked at local design house Kilter before starting her own firm in New York with a former classmate. Bau-Da Design Lab, as it was called, focused on the entertainment industry, and clients included Capitol Records, Miramax and October Films.

But for the Minneapolis native, New York was a hard place to live. She moved to San Francisco for a stint at design house Turner Duckworth before moving back to the Twin Cities in 1998. She worked at Design Guys and Agency 11 while freelancing for Target before joining the company in July 2002.

Selg still has time to pursue fine art, her first love. Before she joined mono, she finished two paintings."Maybe someday I'll do a gallery show," she said.