Go local for your next design project

I read an article recently about how the design industry is so different between cities and smaller towns. The article makes some really good points about the big design agencies in London in particular, and how other regions often feel ‘out of the loop’, overlooked and have to work a whole lot harder in order to be seen.

I feel this. I live in a small market town in the centre of the country, where design agencies and studios are very much ‘hidden away’, despite there being a real hub of creative talent here.

I wrote about this in another article, where I told of how important I think it is to have a sense of community in the creative field and the fact that in my town, I really had to go looking for other design agencies in places that were not immediately obvious.

Jenna Campbell’s article came about because a Manchester-based firm recognised the disjointed nature of agencies outside of London. The founders, Alice Fraser and Craig Oldham have put together the Outside Directory where designers can not only be found within their individual talents and niches, but to make it possible for future collaborations and communication between agencies too.

Local designers with hidden talents

As a small design agency, it’s so easy for businesses to overlook us, when we’re competing with large, often well-known agencies who have the budgets to make themselves heard. It’s a shame, really, because the little guys like us have so much to offer. Not to blow my own trumpet here, but in talking to other small designers both locally and in other towns, we truly believe that we can offer something unique that city-agencies can’t. That personal service, care and attention to detail, which big agencies simply don’t have the time for.

In truth, local designers know the local market inside out – because we work with our own communities every day. We know the type of people that live around us, and we get to talk with local business owners, who tell us what works and what doesn’t. And more importantly, we have the time to listen.

Small agencies and freelancers

In my experience, businesses are often wary of micro-agencies and freelancers, there’s an underlying negativity around them that they are less qualified, less experienced, and won’t have the proper resources to complete complex projects. That’s simply not the case. Though they might not have the financial clout, they are often more specialist in what they do, and so rather than being ‘all-rounders’ (though some are, and are great), they are able to focus on their specialism without all of the other stuff. For example, there are agencies within your town who will just do web design, print design, or branding, and excel at doing that and that alone.

Look at what your community can offer first

There’s definitely something to be said about ‘shopping local’ when it comes to hiring creative talent. You’d be surprised at the hidden gems that can be found right on your doorstep – and can offer a bespoke, personal service that big agencies can’t.

Perhaps you think that going the local, small agency route isn’t right for you – but then again, in hiring out locally, you could find that avenues are opened that you hadn’t even thought of. It could be the opportunity to completely freshen up your branding, or look at the design of your online presence with fresh eyes.

Take a look at some of your local designers for your next project, and see what they can offer.