Corporate creative teams and agencies can learn much from each other. Inhouse corporate teams are strong in their abilities to live a brand, knowing the ends and outs of a particular product or service. Agencies are good with process, promotion and keeping current with trends. All of these traits are necessary in the production of visual communications and business solutions.
I speak to inhouse groups often about functioning like a design firm. Don’t misunderstand this idea, its very simple. Inhouse groups need to align their departments to be the agency of choice for their organizations. Obviously companies have options for who they use to further their vision and business goals. The first question to ask, is why are they not choosing the inhouse group? I think the answer is simple but the reality is harsh. The answer is that the company believes they can get better service, a better outcome and more value outside of the existing department. This is the misconception that must change. And it won’t change by complaining or by being complacent.
Think about it. This is a problem every business must overcome; how will I get my customer to notice me, choose me, use me and come back for more? Inhouse departments should function no differently. This can be one of the most exciting initiatives for corporate creative teams. It starts with asking who is my client, what do they want and do I have the capabilities to give them what they need? These questions must be investigated and answered truthfully. This is the very foundation on which everything else must build.
Beyond the foundation or core business offering, inhouse teams need to market to their clients. Inhouse groups assume because if they work for the organization they will automatically get the business. That’s just an entitled attitude. You have to ask for the business, show you can produce the best possible product before they even walk in the door and, ultimately, earn their trust and loyality.
Another interesting observation within corporate creative teams is that of continued education, or the lack thereof. Having worked with 100s of inhouse departments, I’m always shocked by the low percentage of designers that pursue opportunities to expand their capabilities. The competition within an agency as well as the vast diversity of projects requires that designers stay current and always look for ways to improve their skills and inspire their creativity. Inhouse designers need to stay competitive for the good of their own careers as well as the good of their client’s business.
Keep in mind that every client whether internal or external is looking to further their brand recognition and see a return on their investment from marketing campaigns, visual communications and product design. Design is about solving problems, big or small. Providing a client with successful solutions is the core of what makes a good designer and a good design team.
Please add comments below with your thoughts and experiences. Design is a collaborative process, so let’s collaborate!
The great global sports extravaganza and world hug fest better known as the Winter Olympics is finally over at least for another four years. As I sat on my comfy sofa, cocktail in hand watching our athletes ski swifter, jump higher and skate stronger I wondered if there was anything that I could or should learn from them. Is there anything inherent in what they do in their respective sports that I could emulate in my sport – design? Are there a few techniques from the biathlon or giant slalom that could also serve me better in the design studio?
Connecting to your projects and your clients is not always an easy thing to do. Often the design profession is seen as interesting and glamorous, a fun and sexy profession where you get to play on a computer and work with exciting products day in and day out, creating beautiful visual pieces. Truthfully, that is often not the case. Particularly when you are working on projects or with clients that are difficult to connect with.
“I was fairly artistic growing up. It is a trait I get from my mom, whose house is now filled with paintings and design work I did in high school and college. My dad had a crazy-hard work ethic and didn’t see how I could make a living in art (he was straight old school). My biggest step toward becoming a designer was when I was accepted into the Alabama School of Fine Arts (ASFA) in Birmingham, AL. To keep in line with both parents wishes I applied for both the Math and Science program and the Visual Arts program. Luckily, I was rejected from the Math and Science.
Being a good designer may be enough for some people; obtaining a degree from art school, mastering all the right design programs, winning a design award here or there, getting a job with a well known company or firm. All of these markers indeed warrant the title of ‘designer’. The question is this – is that enough for you?
It’s hard for me to believe I presented at the InHOWse Designer Conference over a month ago! Truth be told, I got home and moved right into birthday mode, celebrating the last few days of summer, getting kids settled into school and then I’m off to yet another conference (AIGA Make/Think if you must know). Good things though because it gave me a chance to reflect on the conference experience as a whole, many of the specifics and most importantly, the great folks I connected with. Let me give you the rundown.
Packed full of real world tips on successfully navigating the waters of ‘self-employment’, 100 Habits of Successful Freelance Designers by Steve Gordon Jr. is a must read for anyone in the business of design or those wanting to be. In a world where many are being economically forced to enter into bona fide freelancing (i.e., being laid-off), or are fighting harder to salvage a business started a few years back, its good to hear from those individuals who have made freelancing a successful career path.
