re-energise Archives | &Something Studio

February 3, 2023 — No Comments

Into 2023…

…the year of change

My last post inspired me to talk more about my goals and plans for &Something going into 2023. In truth, it's easier to give advice than to follow it – and that's something I'll try to focus on much more this year.

You see, for a while now, I've felt like I've hit a plateau in my design business. While I recognise that I've worked on some amazing projects over the past few years, I also need to step up and allow the business to move forward somehow. I've outgrown the current model, but I've been trying to figure out the next logical evolution for a long time.

I've got myself stuck in a cycle of taking jobs that I feel comfortable with, the kind that I like and know. It's a dangerous place where my mind is telling me, "It pays the bills; you need this." It's where I feel safe, but it doesn't always excite me.

It wasn't until I spoke to a designer friend about my thoughts that I realised that this feeling of stagnation ran so deep. I started questioning myself, and then I sat down with him and asked him what he thought I should do about it. That meeting was a game-changer. A giant neon lightbulb flashed on, and I felt optimistic for the first time in ages. And now, I have a plan.

The story so far

I live and work in a fairly small, well-established market town on the English-Welsh border. I've mentioned in several of my posts before that it can be challenging to have a creative agency in a place like this because it's not a city, it's not near London, and there are very few, if any, large corporate businesses here.

Despite the issues, though, I like the sense of community here. And I enjoy the opportunity to work so closely with the businesses that thrive here. Many of the businesses I've worked with over the years have become friends, and I've been able to get involved in all sorts of things that I wouldn't necessarily have done anywhere else.

For a small town, it is diverse. There are a lot of little boutique businesses, as well as the better-known high-street brands, and so I've been lucky that I've got to work with some interesting people.

But the downside is that it's difficult to break out of this community. No one gets to hear much about a small studio like mine in places like Birmingham, Manchester, or London. That's where the bigger places are, and there are much bigger fish in their pools.

So my bread-and-butter tends to come from the businesses around my location, and they are predominately looking for branding projects such as logo design and websites. And while I enjoy getting involved in those, it's hard to find stuff that stretches my wings.

Getting good advice

Those already following me might remember that I changed my business name last year. Looking back, that was another sign that I was craving something more. I'd already started to recognise that I needed to evolve, and this was the one thing I could control – by rebranding.

I also knew that I couldn't make any serious changes on my own. I've always tried to maintain relationships with other designers, but asking for help? That's a whole different ballgame, isn't it? Though I knew that's exactly what I'd have to do if I wanted to make changes. I needed help deciding how to use my marketing knowledge to promote my own business growth. So I took a deep breath, and I reached out to someone I knew and trusted – more so, who I admired – and had already achieved some of the growth I wanted for my own business.

He was good enough to listen to my woes and willing to advise me on how he'd approached things from the start. He talked me through the obstacles and how to push through them. The most important advice was to be patient. Marketing, the way he'd described it, is a long game. Things aren't going to happen today or next week. Probably not even next month. But you have to remain consistent, and, in time, you will get results.

Patience and consistency. That's the hard part, isn't it?

Moving forward

There's a lot of noise online about knowing your audience and niching and all that stuff. Yes, I recognise that marketing has changed – it's no longer about the hard sell (which is great because I dread that) and more about being where your ideal client is and giving consistent value. It's all about building community and sharing. I know all that – but how do you do it?

My first task is to find the right platform. My focus will be LinkedIn because I already have a following, and I realise that the type of people I want to connect with are there, too.

The next challenge is to make more effort to interact…

This part I've always found hard – posting valuable content. I'll put more effort into sharing my work, views, and vision about the things I'm interested in. For example, I'd love to be involved in larger projects – not just on paper or screen but actual places, environments and exhibitions, etc., and more or the enjoyably challenging jobs that came in last year.

I already have experience on a smaller scale that I can talk about. Perhaps I haven't pushed those projects enough? How much is too much?

This is a reminder to myself – but I hope you can find value in it too. Now I have this roadmap to follow; I'm hoping that I can maintain it:

Keep things simple by using one central platform.
Connect with the right people.
Be useful with my content – post stuff that lets people learn about what I do and who I am.
Build community – make an effort to talk to people, like and share.

What about you? Can you add anything to this? I'd love to hear about your experiences (and pick up more tips).

Published by admin in Design Community, Other things

Tags: designcommunity, re-energise, relaunch

January 10, 2023 — No Comments

Using goal-setting to get the right work

I don’t want to sound like a cliché here, but as we start a new year, it’s hard not to think about goal-setting. Of course, it’s important to set and review our business goals at various points in the year, but it feels kind of fitting to align new goals with the start of a new year, doesn’t it? So, cliché or not, I’d like to put some thoughts on paper about how I’m setting new goals to focus my marketing efforts as a graphic designer. Sharing some ideas on how and why I think it’s important to set goals so we can get more of the work we really want to do and less of the work we don’t necessarily enjoy.

I’m sure you can relate to this, particularly if you’ve been in graphic design for as many years as I have – feeling like you’re at a crossroads. A point where you’ve spent so many years taking any viable project that comes your way and being convinced that you have to do that because you need it to build a well-rounded portfolio and get enough money rolling in.

Is that the point of this gig, though? I know from my experience I had something else in mind. I want to win projects that excite me. Yet it never quite ends up that way. I’ve been here long enough to know which projects I’ve done that have really got under my skin. I can so easily tell you about the designs that have been so perfect that I’ve enjoyed doing above all others. So why am I not chasing more of those perfect projects? And why aren’t you?

Why bother with goals?

I know – creativity is mainly about spontaneity and creative inspiration. It seems to go against what we do to; make plans and goals. And yes, in the creative sense, it does, but I’m talking about setting future goals to get the work that allows us to tap into our natural creativity.

We’ve all had those jobs, haven’t we? The ones where it feels as though we’re wading through treacle. The inspiration is hard to cling to because we’re, in all honesty, not that passionate about it. And that’s not what we signed up for, right?

By setting goals, we can pinpoint those ideal jobs and find ways to seek them out.

Steps to finding the right projects

The first goal to consider is the type of projects we want to work on. I think the simplest way to do that is to look back at your current portfolio and reflect on what’s in there. Which projects stand out? What was it about those projects that made them enjoyable? Was it the style? The client? The niche industry?

This will give you clues about who you want to target to get more of those jobs.

Secondly, go back and find out where those clients came from. Did they find you through your website or social media? Did you contact them? See if there are any patterns to where those people came from.
Now you’ll have an idea of the kinds of projects you’d like to do more of and the type of clients you’re most happy working with.
Now, you’ll want to think about exactly where you need to focus, given the information you gathered in points 1 and 2. If most of those ‘perfect’ clients seemed to come from LinkedIn, double your efforts there. If they seem to trickle through from your email newsletters, then that’s where you need to put most of your energy. On the other side, if you’ve been doing loads of work on one of those or on something else with no return – stop doing it!

Relationship building

One of the things I’ve become aware of is that I need to focus on looking for people rather than projects. Because although I have a good idea of the types of projects I want, I know from past experience that it’s most often a particular type of client that makes my work most interesting.

Although I do a fair bit of cold marketing, I often get good results from online sources, such as my website, blog, social media, and LinkedIn. From my perspective, putting more effort into those going forward makes more sense. It might be different for you, so it’s a good idea to dig into it.

But throwing out social media posts and blogs, while important, is only part of the whole picture. Because what we really need to be doing is building relationships on our chosen mediums. For me, that means actually seeking out and talking to the kinds of people I want to work with via LinkedIn etc. I’m now starting to spend more time reading people’s posts and taking the time to reply and comment – striking up conversations. Sometimes, that’s potential clients, and sometimes, design and marketing agencies that could potentially outsource or collaborate.

The point is if we don’t think about our goals, who we want to work with, and the direction of our business, we can so quickly end up just…plodding.

How about you? Have you set any new goals recently? Are you using those goals to grow your business, find more niche projects, or maybe change direction altogether?

Published by admin in Design Community, Lists, Other things

Tags: collaborate, Goal-setting, graphic design, re-energise

June 9, 2020 — No Comments

Why side projects can be good for graphic designers

I’ve heard a lot of talk, especially during the current climate, around whether or not graphic designer should consider creating their own side projects. Opinions tend to vary quite widely on the subject – some designers see them as somehow a waste of their time, in that it takes them away from doing paid work, and perhaps sends the message to prospective clients that they’re not so much in demand. Others think that they’re a great way of doing something ‘out of the norm’ and taking it as an opportunity to expand design portfolios, and indeed knowledge within the field of design.

While I can see both views, I think that, done right, they can enhance a design portfolio, and even lead a designer off in a new direction that might not have been possible within ‘the day job’. In fact, I myself published a book showcasing my design journey, and am currently organising some events promoting local designers, both of which were things that have come as a result of my own passion and desire to push myself beyond what I normally do.

I think, as creatives, it’s easy to get bogged down in doing work for others, so in occasionally doing things that come from our own passion can be a welcome release, and a really good way to inspire us. I’ve found that, in doing these side projects, I have so often been inspired to try different techniques and designs for my client work, too.

Above: Spectra Kinetic Sculpture by Accept & Proceed

Looking around at other agencies, there are some examples of side projects that have been so successful, they have enabled the agency to take on completely new projects that they might never have had the opportunity to bid for under normal circumstances, like London agency, Accept & Proceed, who created a kinetic sculpture representing the impact of meteors on the surface of the moon that led to a commissioned project for NASA. Ok, so that might be an extreme example, but you never know…

Above: Grace-FO Display by Accept & Proceed commissioned by NASA/JPL

Of course, there is no harm at all in flexing your creativity and working on a project just for the hell of it, even if it goes nowhere. It can teach you a lot – not just by playing around with different styles and techniques, but also giving you practice in new programmes which might not come up in your usual work. Unlike some industries, the graphic design field is ever-evolving, and it’s good to try out new ways of working now and again. It might give you the opportunity to incorporate a new service for your clients, or even take your agency in a different direction.

And they can be so varied – I’ve seen designers doing online courses teaching others simple design techniques, YouTube channels showcasing everything from ‘a day in the life’ to time-lapses of works in progress, blogs and magazines, photography…the list is endless.

Above: Part of our visual proposal for a community project documenting a day-in-the-life of one of Shrewsbury's iconic buildings.

Do what you love

I know what you’re thinking – if you are busy indulging your passions, doesn’t that pull you away from the money-making projects? And yes, of course that’s true, but if you don’t make time for creating your own stuff, then what’s going to inspire you if all you’re doing is working for clients? As a creative, you need an outlet, somewhere. After all, most of us got into this industry from a place of love for creation and design, and if we fail to keep doing what we love, then there’s a danger that working could become monotonous.

A fresh perspective – for you and your clients

Of course, there’s the added benefit of being able to show your clients a different side to what you do. If you’ve been designing as a job for a while, you tend to end up doing the same kinds of things, but think about this: what if the very client you are designing that website for is also in the market for some photography, or a new identity, a video…if they are not aware that you have a talent for those things, you could be missing out on a whole new set of projects.

All in all, I believe that there can be great things to come out of doing side projects. So why not plan for them? Even if it’s simply a one-off, or a few hours at the weekend? It could be great for both your mental health, and your career.

Published by admin in Other things

Tags: just because, learning, new skills, personal development, portfolio, re-energise, self promotion, side project

August 29, 2019 — No Comments

Reasons for Graphic Designers to go back into education

Graphic Designers – never stop learning

I’ve worked as a graphic designer for a long time, graduating from Wrexham Glyndŵr University in 1993 and working in various studios, bringing me to launch The Severn Agency in 2017. You might say that I’ve made it – that there’s nothing else that I need to achieve from here. But you’d be wrong. Graphic design is a fluid industry, ever changing, ever evolving, and to stay in the game, it’s important that I don’t sit still, because chances are, if I do that, I’ll fall behind, and things will move without me.

Digital Evolution

In the early 90’s, things took a real leap in the field of graphic design, as it was in 1990 when we saw the first version of Photoshop arrive on the scene. This changed the industry a lot, as it meant that designers could experiment with graphics in a way that we’d never seen before. The techniques it allowed were ground-breaking, with overlapping text, image overlays, and faded elements, which previously had been impossible to achieve on-screen.

By the 2000’s, the tech had become much more powerful, and we saw a surge in portable devices. Graphics evolved again with this new technology, and images with movement came into focus. Corporate design and logos began to look much more like they were in motion, using new techniques with angles and shadowing.

Now, trends change year on year, and there are so many styles and techniques open to us in the graphic design industry. But both design and technology continues to change and evolve.

The next step

This year, I have embarked on a Master’s Degree in Graphic Design. Why? Because I want to safeguard my future in this industry, and I want to be the best that I can be.
And that is the reason for my writing this article. Whether you are a graphic designer, are looking to get into the industry, or are pursuing another job entirely, I think there are huge benefits in going back into education in order to get better at what you do and advancing your knowledge.

It can be a great refresher on what you’ve already learned, or it can take you to the next level in the evolution of your career. And of course, it gives you the opportunity to learn about advancements within the industry, whether that’s technological changes, changes in trend, or changes in the industry that you might otherwise have missed out on.

As well as this, you could be connecting with people who are at the same point in their career as you, which gives you the opportunity to learn about what others in the industry are doing.

Why go back into education?

For me, going back into education, to get my Master’s Degree in Graphic Design, is about me keeping up with the industry, and becoming an expert in what I do. But there are many reasons for you to seek further education, whether you’re already working in the industry or not. And you can do it at any age.

It could be that the career path you’ve chosen is no longer a good fit for you, and you’re looking to change. There are plenty of people who decide very late on in life which career path they have a passion for – it’s a myth that everyone who leaves college or even university has a clear idea of what they want to do for the rest of their lives. People change, and so you shouldn’t be afraid to make changes in your career, no matter your age.

Perhaps you are in your chosen career but have come to the end of your potential, either by salary or skill. If this is the case, you might decide to take the next step and go back into education in order to climb the ladder and further your career.

Or it might be that you simply want to learn something new, to accompany the education you’ve already got. There are plenty of jobs in which graphic design feature, and having some kind of formal education can do wonders in enhancing your skills.

Graphic Design never stays still – and whatever your reasons, learning the skills needed to keep yourself current in the industry is always beneficial.

Published by admin in Other things

Tags: falmouth university, graphic design, online learning, personal development, re-energise