In the Know

A college student recently interviewed me for her class and I thought I’d share with all of you.

1. How did this / your design firm or agency get started? What did it take and when did it begin?

The company started as a freelance business while I worked a full time job. 3 ½ years ago I quit my full–time job to commit to the company. It took everything I had. Lots of time, experience and trial and error.

2. What should a designer know (skills and technology) to get a freelance position in the field?

You must have the Basics of design and art along with good knowledge of all the leading design programs such as InDesign, Illustrator, Photoshop and Dreamweaver. It’s best to get an internship, so it shows you have some experience. There is too much risk hiring someone with no experience.

3. As a business manager or owner, what qualities do you look for in a freelance designer or production artist?

Experience so I can trust them to do a good job. Quality work that is not just repeating what has already been done. Being local is a little important so we can meet up or work internally if needed. Personality is always important as you are working side by side in a small company.

4. When dealing with clients, what are some ways the agency helps the client understand what was designed and what costs are involved?

Everything is written in a clear proposal before work is initiated so there is no missed expectations.

5. How many people does it take to run the agency or design firm?

One. But you need to know a whole lot.

6. What does the agency do to market or sell its services?

Some mailings, a website, enewsletter, networking, and more random things.

7. What size company did you start out as?

Originally, just me

8. Do you have any advice to someone wanting to start to their own design business?

Save at least 6 months salary before. Plan, Plan, Plan. And gain a lot of experience first.

9. What has been your greatest challenge in business?

Changing from a Designer to a business owner. They are very different from each other and it’s easy to underestimate what it takes to be a business owner.

I get lots of young creatives asking for advice about what college or type of college they should go to. How does it affect them getting a job? Do employers care?

Yes it matters. Yes the employers care.

I teach in an Associates program (2 year degree) at a community college. It’s a good program, but it only teaches about half of what you need. It’s a great start to a 4 year school. It’s like a crash course compared to a 4 year institution. Many people go to 2 year schools and get good jobs, but employers are much more interested in a 4 year degree. Business schools seem to teach even less basic courses and focus on getting you work. Many of the people in the hiring positions of companies have degrees from good 4 year schools. They know what they learned and want you to have the same education.

When hiring someone with no experience, school is one of the only things to go by. Usually the better the school’s reputation, the better the candidate is, but certainly not always. I would suggest sending your resume with a couple of samples of work if you want people to think of your work before your education. I have worked for several companies that only hire from the top 3 schools. They wouldn’t even touch a 2 year school, but that is only at the very high level. Also, once you get some work experience your education will matter less and less. It’s good to do an internship so you get some experience on your resume.

Your portfolio only matters if you can get in the door and show it. Another important thing is to do a simple website portfolio so they can see it quick and get an idea for your work. It is much more likely for them to see the online portfolio, because they don’t have to waste their time bringing you in for an interview if you are bad.

I went to a 2 year community college and then transferred to a 4 year university. Because transferring credits became difficult I went to school for a total of 5 years. I took a lot from both schools and they both heavily contributed to my success. I believe I made the right choice for me. I do not believe I could be where I am and have the level of quality I do, if I didn’t go to both schools.

Research your schools and the professors. The school is the professors so make sure they are people you respect. The better the schools reputation, the better chance you have of getting a better job. That school will also have better connections that can help you get great jobs.

A friend just asked me to give her graphic design friend some advice.

I’m not sure what advice to give. I teach, so I could give a semesters worth of advice if you got me going. But, not sure what to say off the bat without a specific question.

Couple of things if you’re looking for work. Most of which will sound obvious, but are good reminders…

1. It doesn’t matter how good you are if you don’t know anyone. Network, Network, Network. Get involved in the art organizations. Don’t just go to meetings, participate. Design firm owners will become your friends and probably hire you over a stranger.

2. Value yourself. Most artists don’t think they are worth anything. Your time is very valuable and so are you. A major difference between an expensive designer and a cheap one is that someone is brave enough to ask for it. The reason the industry pays so little is because designers that don’t know their worth ruin it and do work for nothing and then complain that they live at home and drive a beat up Rabbit.

3. Job negotiation is not just money. If you don’t get money, ask for vacation time or added personal days or signing bonus. Or ask to be reviewed at 3 months for the salary you want because you can prove you are worth it.

4. Show confidence in yourself and your work.

5. Always do every piece like it will be your masterpiece, next thing you know you have a kick ass portfolio. Don’t just blow off a project because it’s free or the client sucks. Every piece has potential of being great. But don’t fit the clients to your portfolio, embrace the company for who they are and design as if you work for them.

6. Don’t be afraid to mix mediums. Even if a project isn’t paying for fancy work, give them everything. Throw in some hand done illustration and mix it up.

7. Don’t look at design annuals for inspiration. You will only produce what everyone else is. Look everywhere but there.

8. Take a pro bono job here and there, but not too often. It will allow for amazing pieces and will be great PR. But this will take over your time if you do not watch out.

Well those are quick thoughts out of many more. Not sure if it’s what that designer was looking for, but that’s some advice.

I put part 1 because I figure I’ll eventually put down the other slew of thoughts I have for advice.

Good luck has very little to do with it, so Good work to you.

Paul

Many of my students have made comments about selling out…They’ll refer to artists that they like who have sold illustrations or designs to corporate America as sellouts. To this I reply, “At least they sold something”.

I was inspired by this gallery exhibition of “Red Bull Art of Can”. http://www.redbullartofcan.com where it’s an obvious Marketing ploy to promote Red Bull through art. However, the artwork is pretty cool! Check it out.

What good is art if it’s sitting in house somewhere instead of being hung up or printed for public purchasing. What good is talent if it’s waiting for that perfect job instead of creating something that was commissioned. I do think there are times when artists “sell-out” and represent themselves poorly for the sake of a dollar. But… Selling to corporate America or to the masses is successful business and will gain exposure for the artist and hopefully pull them out of that one room loft. Whether you like it or not, art is a business and always has been. It’s only recently that Artists have been undervaluing their work.

- Paul Kiesche