July 22, 2022No Comments

Collaboration and Community

Firstly, I don’t know about you, but this summer feels like the first one in a long time where people – both creators and businesses – have begun to emerge from the fog of lockdown and are thinking more positively about moving forward. I think we’re all pretty exhausted by the isolation that covid brought and are beginning to seek out new connections. To me, the idea of fresh collaborations and community events feels pretty exciting.

And on that note, I and some others who I completed my recent MA with have come together to exhibit at the London Design Festival, which is taking place in September. Our group, in itself, has become a ‘hub’ where we have spent time bringing ideas and experiences together. They are one of the reasons why I have come to recognise the importance and huge benefits that having like-minded people around you can have.

I’ve always maintained that outside of cities, the opportunities to attend design events are very few and far between. In my area of Shrewsbury, there are many creative businesses – not just designers, but photographers, writers, filmmakers, and so on – but very little in the way of community. If you walk around my town, you can find several design agencies, but none of us knows much about the other. We never seek each other out, which is a real shame. Rather than see how we can collaborate or help each other out, we tend to close our doors for fear of ‘the competition’ getting in and finding out our secrets.

Perhaps that’s what sets big agencies in big cities like London or Manchester apart – they don’t think of each other as competition, in that sense. Instead, they are willing to not only come together to celebrate great design but invite other people in to celebrate with them, too.

It’s prominent on the web page for the London Design Festival: “(London Design Festival serves) to create an annual event that would promote the city’s creativity, drawing in the country’s greatest thinkers, practitioners, retailers and educators to deliver an unmissable celebration of design.”

I think these events shouldn’t just be left to the cities; there is no reason why small towns can’t create their own, smaller-scale hubs and events all around the country. Why shouldn’t designers in smaller communities celebrate their talent and dedication?

An idea that I’ve begun to resurrect, The Shrewsbury Design Festival, is a project I had been working on before covid stopped us all in our tracks. It started as a way to bring together creativity in and around Shrewsbury so that we can be found more easily within the community, form collaborations, share ideas, and bring local networks into the spotlight.

I don’t want this to sound too much like a promotional piece – it would be nice if what I’m doing here might inspire other design agencies to consider creating their own hubs and communities. Wouldn’t it be amazing if we could have small pockets of designers who felt comfortable collaborating on work projects, meeting with each other to share ideas and experiences, building each other up and offering support? Imagine that…

June 17, 2020No Comments

How having a local creative hub can help designers get more work

I’ve spoken before about the lack of creative support in my town – there is little here in the way of events for designers, and that’s something that I’d love to rectify. I think there are a great many benefits in creating a community, or hub, for creatives in my town, but they seem to be reserved for larger towns and cities. It’s important that as an industry, we are able to call on each other for advice, support, and inspiration.

So this article is more for the benefit of my fellow designers, who, like me might be struggling to connect with like-minded people, and wonder how we can better support each other in creating such a community and share resources in searching out and getting more paying clients.

Firstly, I’d like to explore some of the ways we might get clients, because we all do things very differently. There is no right or wrong way, but in sharing ideas, perhaps we can help each other to try new avenues, and get more of the types of clients we really want to be working with.

When I created my design agency, I did so because I believe that being part of something gives a professional edge. I decided to open as an agency for that reason.

I don’t really know whether the way that I market my agency should differ very much from the way that a freelancer might, perhaps being an agency means that my marketing is a little less personable, in that my brand is The Severn Agency rather than myself, Tony Clarkson. So whichever method I use to market, I’m doing so as ‘us’ and ‘we’, rather than ‘me’ and ‘I’. It kind of sounds a bit more professional to the kind of people that I want to be targeting, but you might think differently.

Sharing resources

A lot of us get overwhelmed when it comes to looking for new projects, especially in the beginning. Although in time, we find our own methods, it can still be difficult – the current climate has proved that. It’s important that we explore different ways of marketing, and building a design community can once again be so helpful in that. When we get stuck in a rut, as we all do, it’s useful to be able to call on others for support.

In that, I’d like to be able to share a few ideas here with you about methods that you might already use, or that you might not have thought of but want to try.

My methods

In my experience, the best work comes through referrals. Getting your name and face around as much as possible, talking to people about what you do, and not being afraid to network face-to-face is by far the most effective way you can grab people’s interest. If you can get even one client to refer you to a few of their contacts, it tends to have a ripple effect, and you can build quite a decent portfolio this way.

When you’re at the beginning of your career, I think the most important thing you can do is to create enough samples of the kind of work you want to be doing and sharing it across your website and social media platforms. The great thing about graphic design is that it’s visual, and can easily grab people’s attention. If you’ve got a specific style, people will begin to recognise it as yours and look out for it.

If you do want to approach people ‘cold’, it’s vital that you address any emails or letters to a specific person. Get a name, and do a bit of research about them. There’s no harm in stalking someone you want to work with on LinkedIn, and this can then lead you to their other social platforms and websites, where you can learn so much about their businesses, helping you to approach them in a more personal way. Rather than a ‘Dear Sir, I’m a designer, please hire me’, you can be saying, ‘Dear Tom, I see you are creating a great brand through your Instagram – I really think I could help you with that…’

Can people find you?

It stands to reason that if people don’t know you exist, they’re not going to seek you out. Something I see time and time again when I’m asked to help businesses with rebranding and web design is that they’re not making any effort to share what they do. It’s all very well having a beautiful website, but it will just sit there if you fail to use it.

Your aim should be to lead people to your website, and make it clear what you want them to do when they get there (i.e. hire you!) Make sure that all your best work is on your website, and share it around social media. Update people about the work you’re doing right now. Create a blog and drive people to it via a newsletter or sales funnel.

The more content you create through your website, the better you will rank on Google, and the more you will be found.

Be visible, and pool your resources

Rather than seeing others in your industry as competition, start talking to them. This again comes back to the original subject here of building a design network – other creators are not the enemy, and we can and should help each other out.

If you see a piece of work by another designer that you admire, there’s no reason you can’t reach out to them through social media – tag them publicly telling them and others how much you love their work. Spark a conversation, and get to know them.

If you don’t yet have a design community in your area, like me, look at ways you can create one. This is where I’m at right now. I want to make that happen so that I and others in my town and surroundings can have our own ‘hub’ to call upon.

©2017–2022 Tony Clarkson/&Something Limited