- I am a sustainably and ethically aware designer, though it is not always the driving force behind a brief. I can only benefit from a growing knowledge of this as I progress into the future.
- My passion lies with identity and branding, though I have a healthy appetite for illustration, layout and packaging.
- My skills include a good knowledge (and still learning) of the industry standard software, handcrafting and visualising initial concepts into something workable.
- I prefer to work with print based design, as there is something far more satisfying in creating a piece that you can hold and interact with physically, rather than digital or screen based media.
- For me, the future holds a career with one or two close colleagues, with the intention of expanding or moving to greater projects as my career progresses. I do not want to freelance on my own, yet I do not want to work for a huge agency. Somewhere in the middle of these two extremes is where I want to be.
- After college I hope to stay in the Leeds area for a year or so, depending on circumstances. Therefore my client base will be mainly in Leeds and it's surrounding areas.
- To travel further a field will require personal transport, something that will come naturally in the years following the college course, allowing me to expand my client base and potentially move to a more diverse or client specific city.
- The idea of a messages driving the design is something I have always considered and I believe my skills as a designer should be used to do good, to help and to raise awareness. Zerofee often donate work to charitable organisations, helping them receive more business - the book 'Good' by Lucienne Roberts has helped me form my own opinions on what design for 'good' really is.
- I want to market my business as a unique and exclusive option for clients interested in saving money through a sustainable option. Sustainability would act as part of my marketing, and selling strategy.
- I want to avoid being seen as a design 'manufacturer' like The Factory, a business that boosts it's sales with 'buy one get one free's' and 50% off. Companies like this cheapen the skills that we have spent so long earning.
Proposed position statement.
Task 4: Who else is out there - How good are they?
Swot analysis of two design agencies based in Leeds
Using these criteria
Using these criteria
- Portfolio
- Range of available services
- Contact opportunities and location
- Ease of website navigation
- Information available
Jammy
Strengths
- Website - simple and easy to navigate
- An adequate range of portfolio work
- Easy to identify branding strategy
Weaknesses
- Little to show available services
- No additional information (Who are they? What do they stand for? etc)
- Poor range of contact details
Opportunities
- Offer a better range of portfolio work
- Define range of services
- Design based for screen - animation, websites etc
- Include additional information - a personal touch and an insight into their ethics.
The Factory
Strengths
Strengths
- Large range of portfolio work
- Large range of available services
- Lots of additional information
- A personalised marketing strategy
- Special Offers + pricing
- Offers a printing solution through a printing.com franchise.
Weaknesses
- Slightly confusing website navigation
- Generic - nothing stands out.
- Low prices - low quality.
Opportunities
- Offer more specialised printing methods - spot varnish, metallics, die-cut
- Re-brand - a more specialised appearance for a more exclusive customer experience.
The factory has developed their own marketing strategy - PANDA
This is almost a marketing strategy in itself, another tool to make the client feel
like they're being taken care of.
Task 3: How will I promote myself – what do they want to hear?
From the view point of an emerging graphic designer, a marketing strategy is possibly one of the most important stepping stones to a career. It is my opinion that a dialog between client and designer needs to be personal, and individual to produce the best results, I would personally prefer to go for a marketing technique that reflected this.
Direct selling and Direct marketing are both personal techniques that allow one to one communication between client, or potential client and designer. Though similar in name, the two strategies have set differences. Direct selling can be achieved by meeting with the client, the more often the better really. In the case of gaining exposure, Johnny Cupcakes is a brilliant example. His story revolves around one on one customer interaction, from selling his shirts himself, to offering free cupcakes and other goodies at promotional events and even remembering individual customers by name, giving him a hugely devoted fan base.
My ambitions as a designer are to work freelance, maybe alone at a later date, but hopefully with a small group at first. Either way a similar marketing strategy must be formulated to help the collaborative grow. A personal approach would be the best tactic at this early stage, direct marketing would take the form of business cards and informations/welcome packs, specifically rendered to appeal to different client groups. Where as direct selling could take the form of a sample of work, like an update every month, to potential clients or colleagues. Promotional events could also be a great way to gain exposure as a young graphic designer. Give aways with certain purchases, or a free one off print to each visitor would be great ways to gain clients and develop a group of followers. All of which leads to viral communication between targeted groups of people. To get people talking is the best marketing technique of all.
Direct selling and Direct marketing are both personal techniques that allow one to one communication between client, or potential client and designer. Though similar in name, the two strategies have set differences. Direct selling can be achieved by meeting with the client, the more often the better really. In the case of gaining exposure, Johnny Cupcakes is a brilliant example. His story revolves around one on one customer interaction, from selling his shirts himself, to offering free cupcakes and other goodies at promotional events and even remembering individual customers by name, giving him a hugely devoted fan base.
My ambitions as a designer are to work freelance, maybe alone at a later date, but hopefully with a small group at first. Either way a similar marketing strategy must be formulated to help the collaborative grow. A personal approach would be the best tactic at this early stage, direct marketing would take the form of business cards and informations/welcome packs, specifically rendered to appeal to different client groups. Where as direct selling could take the form of a sample of work, like an update every month, to potential clients or colleagues. Promotional events could also be a great way to gain exposure as a young graphic designer. Give aways with certain purchases, or a free one off print to each visitor would be great ways to gain clients and develop a group of followers. All of which leads to viral communication between targeted groups of people. To get people talking is the best marketing technique of all.
Task 2: Summary
In the next few years, I hope to progress to a stage where I can be freelance, preferably with a group of like minded designers with similar goals. I hope to stay within the U.K for at least the younger years of my career, I would not feel comfortable leaving the familiar environment of my own country in the formative few years of my working life.
An important factor to consider when contacting potential employers or clients, is their ethical stance. I believe it is an extension of everything we have learnt thus far about being conscious designers, considering every last detail of a piece, to go on to consider the method in which it is produced and look for sustainable options. I would not want to work for or with someone who wasn't open to at least considering an environmentally sound option in design production.
The current economic climate is still in a state of recession, and being a student I am happily avoiding a lot of the repercussions of this. However, when I leave college to go into industry there may still be difficulty finding work. With the economy as it is, commodities such as art, design, music, literature anything considered luxury will be the first things to be hit. Hopefully this trend would have died off, and spending would have began to pick up again by the time I leave university. Coming back to my previous comment however, a sustainable option in design is not only good for us as a civilisation, but good for keeping the costs down too.
...
unfinished*
Task 2: P.E.S.T analysis example
Chosen Client group - fashion Industry.
Local - Blue rinse
National - BHS, New Look
European - Marks and Spencer, Bon Marche
Transnational - French Connection, American Apparel
BLUE RINSE
Political
Economic
Sociologic
Technological
Local - Blue rinse
National - BHS, New Look
European - Marks and Spencer, Bon Marche
Transnational - French Connection, American Apparel
BLUE RINSE
Political
- Fabric recycling and reusing
- Environmental Impact
- Hygiene standards for reselling
Economic
- Charity donations
- Priced lower than other vintage stores
Sociologic
- Trend in vintage clothing
- On the eco-friendly bandwagon
- Celebrity endorsement
- Branding
Technological
- Ebay store + website
- Tailoring Machinery
I have used the clothing industry as a base to work from as I am interested in packaging, identity and environmental issues, and I believe this local example encompasses all three. Blue Rinse could offer a wide range off possible design opportunities, and the results of this analysis show that their ethics are very well suited to my own. Their own client base would be an excellent group to work with, being ethically aware, or at least conscious. Blue Rinse has two shops, located in Leeds city centre, and Manchester. They also have an Ebay store and a website with contact information. My interest in the company lies with their identity and packaging needs. Blue Rinse has gone so far in creating itself as a brand, though would definitely benefit from a proper identity, logo and packaging. To reach this company, I would have to market myself as a designer, and a person that they would want to work with. I feel, as this is a local company, that a more informal approach would be more advisable, I would want them to trust me to make decisions on materials etc.. and know that I was making a choice that fitted best with their ethos. As this is a local company, communication wouldn't be an issue, as I could walk into the shop and speak to the owner without any real problems.
However, if this was a large company the method would be completely different. I would first have to consider advertising myself in a way that would attract the attention of that particular market. A website would be the most logical step, with a portfolio of relevant items. I would approach the company with a lot more caution, and more formality, professionalism would be a key factor here. They wouldn't particularly be interested in someone they could be friends with. Lastly I think a good network of co-workers and industry friends does a lot to aid the communication process, a business card of some form or another is a great aid in these situations.
Task 2: Initial thoughts
Though I am currently based in Leeds, the nature of my chosen career means that I'm connected to the rest of the world, and my client market is so broad and diverse it is a challenge to try and condense it, or define it. After a bit of research I came across an article by one of the Build members, with a few inspiring words on the business aspect of the graphic design industry..
"its easy to overlook (the business basics) in the pursuit of creative excellence, but the simple rule is pay attention, it will get you in the end! ...don't neglect the nuts and bolts of business. It's so boring but essential in allowing you to pursue your creative ideas." http://the99percent.com/articles/5521/build-from-scratch
And this is really the crux of the matter. Business comes so unnaturally to all of us creative folk, yet it is essential to the growth of our careers.
Task 1 - Who am I? Who are they?
- Product
- Place
- Price
- Promotion
What skills do I have, and who needs them?
As an emerging graphic designer, I have always tried to visusalise where my place will be in the world after education. I have never quite been able to see that place, though it is certainly becoming clearer. My skills as a designer are broad at the moment, though very unrefined. My interests lie with print finishes, the one-off/handmade, typography (to a certain extent), the ability to convey a message through image (specifically with branding and identity in mind) and packaging. These are the areas I will be concentrating most in, and therefore the areas I hope to find work in when I graduate. My skills do not include web-based design, or animation. This would be a major disadvantage in the competitive industry, especially with many clients wanting websites and moving image, my lack of skills in these areas will limit my opportunities for work.
It seems a risk to try and master web-based design or moving image with the possibility of sacrificing my skills in other areas...
Another area of interest, which I have yet to mention, is that of all things sustainable and ethical. For me, reusing something in a innovative and interesting way is what design is about. It is a little harder to apply this to graphic design, though a quick look through my design context blog should iron out any confusion. Our job as designers is to make the world a better, more visually engaging place. We should feel a responsibility to design for a better world, and try our best not to contribute to the world's ever growing list of problems. Fred asked us in the first few weeks of this course "would you work for MacDonald’s?" and since then I have been pondering whether or not I would be able to design for a company whose ethics did not adhere to my own. It has taken me an entire year to realise the answer to his question is no.
Another area of interest, which I have yet to mention, is that of all things sustainable and ethical. For me, reusing something in a innovative and interesting way is what design is about. It is a little harder to apply this to graphic design, though a quick look through my design context blog should iron out any confusion. Our job as designers is to make the world a better, more visually engaging place. We should feel a responsibility to design for a better world, and try our best not to contribute to the world's ever growing list of problems. Fred asked us in the first few weeks of this course "would you work for MacDonald’s?" and since then I have been pondering whether or not I would be able to design for a company whose ethics did not adhere to my own. It has taken me an entire year to realise the answer to his question is no.