Working with a Designer
Today I (Theron) was listening to an interesting discussion on NPR concerning the difference between native, heritage, and learned speakers of a foreign language. It really got me thinking about the challenge and opportunity of working with a graphic design partner to achieve your objectives. As we enter the heat of the summer months, I thought I would share some ideas for you to consider and to help you each be more effective in your interactions with graphic design firms in the Fall (selfishly hoping that at least one of them is Studio Red Design!).
First, begin with who you are. Your organization, its history, its stakeholders, and its objectives are really central to everything that touches a potential or existing stakeholder. Do not assume that the designer really gets your goals, your missions, your history, your objectives…make these clear and transparent. This will help improve the alignment between the project and the longer tail of your organization.
Second, start with the end in mind. Clearly articulate what it is you are trying to achieve. Far too many design projects are developed on the basis of a defined project. e.g. make a brochure, develop a flyer, design a logo. If you begin with the end in mind you will be able to develop a deeper partnership with your design firm that will take you to directions you never imagined. You are an expert in your space — your designer is an expert in their space. Get the most out of this domain expertise, versus treating your designer as a simple worker bee.
Third, be open. It’s incredibly hard to hear that your “golden idea” will not achieve the desired outcome. We all get deeply invested in specific ideas and outcomes. Rather, and how yourself in your specific goals for this project and let your graphic designer be your sherpa/guide/guru to help you achieve those objectives. If they cannot fulfill this role it’s probably a pretty clear sign that you are not working with the right partner.
Finally, link to successful firms. Today’s world of RFPs tries to treat each design effort as a unicorn and ignores the history a design firm may have with you. Invest in history, success, and results. Do not be afraid to single source if it gets you the best results. Similarly, if that’s not happening move fast to get a new provider. All that said, there is real magic in working with a designer who has years of institutional knowledge of your organization. Find ways to make this happen.
With this I wish you each a magic summer. Thanks for all your friendship, patronage, and partnership with Studio Red Design for the the last six months of 2022, and for many of you for almost 20 years! Alston and Theron will be taking some time away this summer to enjoy the world and our families. We hope you do the same.
However, whatever you design itch is, we remain here to scratch it. Be safe, be well, and breath!
