Designer Primer
By Patricia Belyea / Guest Columnist
Media Inc. / May 2006
The best graphic designers have a swinging door between both sides of their brains. This enables them to be analytical and highly creative at the same time.
Ever curious, designers are full of questions. What do you want to accomplish? Who is your targeted audience? How will this project be delivered? Their ability to look beyond the obvious is what gives their work high value.
Each design firm reflects the gifts, personality and style of its leaders. Although the profession is mature enough to have established structures, many variations occur. Yet to succeed, all of them need to understand the business world, produce quality work, and have an entrepreneurial spirit.
Does Size Matter?
Besides freelance designers who work on their own, there are four sizes of firms: S, M, L and XL.
Small firms, defined as five people or under, are lead by designers who are very hands-on. These studios often have a "house style" and great firepower. Many times overlooked by larger corporations, they usually serve smaller businesses and non profits.
With a team of six to fifteen, mid-sized firms have more depth and expertise available to work on major programs. Almost always these firms work with local and regional business leaders. A firm this size, with a sterling reputation, might also be engaged by a Fortune 100 company that appreciates the principal working directly on its projects.
Next are large firms with 16 to 30 employees. To grow to this size takes a history of great work and a fair share of ambition. These companies have the capacity to take on extensive projects. The principals are generally involved in the initial discussions and direct the work with the assigned teams.
Mega-firms of 31 and above offer an expanded scope of services. With top-notch design teams, multi-disciplinary abilities, research departments, and/or offices in separate locations, these firms can handle monumental assignments.
Finding Design Resources
Choosing a design firm is a big commitment. As the investment is substantial, it is important that the right choice be made from the beginning.
The ideal scenario is to work with the same creative firm for years. This relationship streamlines projects, and creates results with consistent and well conceived branding, communication and marketing programs.
Today the Yellow Pages for Seattle alone lists 288 Graphic Artists. This includes solo designers and shops with 70 employees. So how do business owners and company executives choose the best graphic design firm for their needs?
Everyone knows that the web is an essential tool for researching almost anything. As Google yields over 24 million results with the key words "design firm seattle," it is helpful to start with a list of contenders.
To find names of potential design firms, there are plenty of readily available resources. To start, both Media Inc and Puget Sound Business Journal publish annual lists . Firms are compiled in order of total sales with the largest grossing groups recorded first. Included in each listing are the names of the company leadership, services, sample clients and contact information.
Media Inc yearly produces a "Creative Index" full of color ads for design businesses. Marketing, a local monthly newspaper for the trade, also prepares its "Atlas" with small black and white ads. These visual presentations are helpful for prospective clients to see the positioning, style and personality of many design companies in one place.
Another obvious and effective way to track down Mr/Ms Right Design Firm is to contact the marketing department of companies with exceptional materials. Full of pride, they universally share their sources for the compelling work.
With a selection of potential firms to investigate, searching the web is efficient and effective. On-line it is easy to discover vital information. Each design firm's site should communicate all the essentials, as well as demonstrate its execution of ideas. Right from a desktop, it is easy to pre-select design partners for introductory conversations.
Narrowing The Search
Calling potential design partners and making appointments to visit their offices is a very effective next step. These meetings are useful to meet the key people, learn about the design firms' approach, and observe the studio environments.
Portfolios show completed projects and are an indication of future performance. As a design firm does not produce until hired, it is important to understand who was responsible for the work shown and whether they are part of the proposed team.
Asking for references is always an excellent idea. Talking with past clients verifies that the total experience was positive, productive and as promised.
Asking for Proposals
Once a short list of compatible design firms is compiled, it is time to send a Request for Proposal. The RFP should outline an upcoming project and parameters. It is advised to request an outline of the development process, team members, time line and deliverables, as well as estimated costs. Typical turnaround time for a proposal is two to four weeks, depending on the scope of work and proposal requirements.
It may be easy to select a firm from the proposals. This is because the earlier interviews may create a predisposition for one firm and the numbers can confirm that it is the right choice. Other times additional interviews with the top two or three contenders may be necessary.
Beginning the Relationship
Once a design firm is chosen, the hardest task lies ahead: contacting the firms that were rejected. It is best to do this immediately. Frequently questions come up about decision-making process. Being honest is the most generous response to give.
Contracts need to be signed that outline the terms and conditions of the relationship. An initial advance payment seals the engagement.
Creating Results
Partnering with an outstanding design firm is rewarding as programs are developed that persuade, communicate, educate, and inspire. Over time the experience has other payoffs; the delight of working closely with a creative team, a relationship built on respect and trust, and the confidence that comes from creating results. Just like in marriage, choosing well is essential.
Patricia Belyea is founding principal and Creative Director of Belyea, a graphic design firm specializing in branding and marketing programs. She can be reached at patricia@belyea.com or 206-682-4895.