The function of in-house design departments within larger organizations has long been a heated topic among designers that work both within them and outside of them. Honestly, I don’t get it. The purpose of any design department (whether in or out) is to create compelling visual communications and brand initiatives that further the vision of a company. So, what’s the problem? I’ll list just a few for you:
- Design departments don’t function like their counterparts in outside firms (organizationally or procedurally).
- Internal design teams and outside agencies often don’t work as partners towards the greater good.
- Team members can act like victims, not experts in their field.
- Design departments ask for permission rather than proving their worth.
- Clients of in-house groups are not courted and coaxed (hell, much of the time they aren’t treated like or expected to act like clients).
- Design departments usually do the work for free, not instituting chargeback systems.
Have I got you fired up yet? Good. It’s time to change the course of things for in-house design departments. Many of us in the industry feel we are on the forefront of an evolution in the structure and function of the agency model. With the expanded role of visual communications in reaching a greater demographic of consumers, agencies are struggling to be everything to everyone; brand creator, web architect, advertising guru, product design promoter, etc. Seemingly, this makes the role of the internal design team intrinsic to the success of its organization. Its time for in-house teams to take the bull by the horns and make words like ‘respect’ and ‘value’ the norm not the exception.
There is no doubt in-house departments should consist of high-level designers, producers and directors that are promoted as experts on the brand. Now more than ever in-house designers have an amazing opportunity to be partners in establishing and implementing an organization’s vision and brand.
Let’s keep this conversation going. Keep your eyes open for upcoming articles on creating ‘world-class’ in-house departments.
I can’t agree with you more. I’m an in-house designer at a screen printing firm, and I just don’t get any respect. What you said about asking for permission is right on the money. Please put out some more blogs on this subject…it really helps!
Btw, I attended your lecture at the 2007 HOW Conference in Atlanta. Fantastic job (belated kudos, I know)!
I just added you to my Twitter: follow me if you want. @sfcreative
Keep up the awesome work!
Nice piece. We have an in-house group at EBSCO and are working hard to be as good or better than external resources. The two questions to ask in evaluating whether to have it in or out are: Is the in-house group more cost-effective? Is the creative fresh? First answer is easy–for most companies, it is more cost-effective to keep it in-house. The second question is the tough one. Keeping an in-house group fired up is a challenge. We’re doing well here at EBSCO but are interested in learning how we can sustain and improve our work. Any ideas out there?
Brian McD
Great questions, Brian! Interestingly, I find that most in-house groups are constantly trying to prove they are more cost effective. If they are not not using tangible metrics that definitively prove value then the group is typically seen as unnecessary expense. If this is a hurdle groups can jump, on the other side they are often seen as the ‘budget design’ group. This perception is completely within the control of the group but it requires buy-in and support from the team members and a willingness to present themselves as experts in the field. Look at any firm or agency out there. The space exudes creativity and talent, work and awards are displayed, services are promoted and the process in organized and entices the client to buy into the concepts. Let’s keep talking on this! Next blog will be up soon.
Scott, check out the questions from Brian and my comments. I’ll be posting more on this soon enough but in the short term the number one question that has to be asked is this: “Is the design group deserving of respect? Do they function in a way that commands respect AND do they give respect themselves?”