Gaining respect for what you do as an in-house designer may seem difficult but the reality is that it starts with you, how you promote yourself and the respect and expertise you offer. Far too often in-house designers blame their organizations for the lack of respect they feel as professionals. Not only is this the wrong place to put the blame, it’s a battle you just can’t win.
You can’t win because you don’t have control. It’s a loosing battle trying to break through corporate bureaucracy and will do nothing but increase frustration and decrease the likelihood of establishing yourself as the brand expert. Instead look to change the things you do have control of… essentially, YOU!
Start with your attitude. No really! Look in the mirror and ask yourself – do I look like someone who commands respect, like a design expert, like a business partner or do I look like a victim, like someone who doesn’t care and doesn’t have the confidence to stretch the boundaries. If you (or in this case your department) feel you are not seen as you wish to be seen then I must ask you, “Have YOU looked at you?”
Let’s move on assuming you are the perfect picture of confidence and expertise. Do you promote yourself AND your department that way? I’m sad to say I’ve yet to walk into a design department to help them ‘do business better’ and see a department that overtly promotes themselves as the brand experts and as top-level designers. Put yourself in the shoes of your corporate client and imagine what they are experiencing and the assumptions they are formulating as they walk into your design department. Do they see evidence of your design expertise? Do they see an environment that reflects your abilities to create outstanding business solutions? Do they see a process that commands respect? I’m not talking about life-size Storm Trooper cutouts or Picasso artwork hanging from the walls. These are for your designers to express their inner creativity (or nerdiness). I’m talking about degrees and certificates, displays of work both for the company and outside the company. Is there a reception area where the client immediately gets the sense that you know what you are talking about? Is there a conference room where the client can sit, meet with your team and know instantly that you’re the man (or woman) for the job? How about a brainstorming area where your team can come alive and collaborate?
Do you understand that if your client does not perceive you as the experts you are BEFORE they begin a project with you, you will be fighting an uphill battle? Do you understand that if your team does not feel a sense of pride for how they present themselves that all is lost? Call it a ‘corporate makeover’. Come on, we’ve all seen the extreme makeovers on TV. You take a homely person, give them the tools to FEEL more beautiful and they instantly act more beautiful. That confidence comes across and works with the external elements that create an attractive individual. Do this with your department. Here’s just a few real world suggestion to get you and your group on a path towards greater respect within and outside:
- Visit a few of your favorite design firms – what do you EXPERIENCE when you walk in?
- Set up a brainstorming meeting with your team – how can your group emulate those experiences in your existing environment? Know your resource limitations the BE CREATIVE!
- Display the work your team has created OUTSIDE of the company whenever possible.
- Display with prominence work done for the organization, preferably in a story format that leads the client through your strategy and thus illustrating your expertise.
- Create a conference room that makes your client feel at ease and confident will your abilities.
- Hire entry/low-level designers to work on recurring projects such as imprints and forms. This will allow you to continue to offer this service but separate the initiation and communication of low-level work.
- Offer SUPERIOR customer service and follow-up with the client to determine the level of success in a given project.
Remember this when working towards greater respect within your department: you will be treated as you are perceived. How you are perceived is a direct reflection on your attitude and your ability to promote yourself.
The old saying goes, “Seek and you shall find.” Yyyyeahright. You want the truth? Creative types are hunters, feeding that appetite for fulfillment & mental stimulation much like the cat who will only pounce on a pulled string; Catch it and the fun is over—move it and the game is afoot. I have a theory on that. I’ll explain, but bear with me.
I’ve been a graphic designer for more than 14 years, mostly in the corporate world. In all that time I held on to the idea that those magical and insanely talented designers with their world-famous studios not only got there on talent alone, but that maintaining that studio was an effortless, creative smorgasbord that kept them happy all the time. Ok, granted, I can be a bit naive, but, oh, the idea of it…
“Since I was very little I’ve lived life marching to the beat of my own drum and my career as a graphic designer has been no different. In my early years, I couldn’t understand why people worked so hard for “retirement”, a time in life that is not fully guaranteed. I guess I never understood the concept that I should give up the best years of my life as a physically fit, mentally strong, and healthy person working ridiculously hard following the retirement carrot that is placed in front of me. Then when it is all over my health, body, and mind are breaking down would I finally get to live out my life’s dreams… Anything can happen at any time in life, so why not make the best of the time that is guaranteed?
We all have those moments, where somebody you don’t really know can give you the words you need to hear to help you find direction. I had won an entry to a student conference from a design contest and I was sitting in on a session when this speakers words really spoke to me. He talked about how he started his business directly out of college and while everybody told him it wouldn’t work, it did. It was like a light bulb went off in my head… it was then, I remember thinking, if he could do it, so could I.
Along the way, I’ve had everybody from my fellow students, teachers, career counselors, parents, ect. telling me everything from, “It can’t be done.” “You’ll never make it.” “You’re crazy!” “Why don’t you get a real job?” “You won’t succeed.” If I had of listened to them I wouldn’t have gotten to swim with sea lions in the Galapagos or find the Lost City in Colombia or any of the other amazing things I’ve done along with the pride I have working for myself for 7 years now. The fact remains that A. ‘Anything can happen’ and B. ‘It’s possible’. If I hadn’t of believed that and followed my heart to do what was right for me, I wouldn’t be where I am today. Lastly, always keep your ears open to those around you wherever you may be, you never know who’s words may inspire you”.
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?
