Client and Student FAQ
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How do you begin to approach a project and what's your process?
First, I review the strategic brief. With my client's communication objectives top of mind, I begin researching the product or service that I’m designing for. While I'm researching, I’m writing unique differentiating details and concepts which separates my client from others. A thorough understanding about what you're selling and what makes it unique is key to developing strategic creative that moves product, sells services and builds brands. I would never attempt to simply sit down with the computer and execute my first idea because that takes much longer to work through the problem solving process. Concept exploration with a pencil and paper is still the most efficient and effective problem solving method for me. The computer should only used for research and to prepare your files for the printer.
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How do you handle clients who are indecisive, unreasonable or unreachable?
I’ve found if a client becomes indecisive, unreasonable or unreachable it’s usually because they have been completely excluded from the design process. The key is to keep your client involved and continue to ask questions. Always start your jobs with a strategic brief which is a brief list of questions that a client completes prior to starting a job. The strategic brief is the document that helps ensure both client and designer are focused on the same objectives before any work begins. Once work begins I always try to remember everyone's taste level and design aesthetics are very different. Ultimately, my designs are a reflection of my business and reputation. I always deliver work that best meets my client's communication objectives and represents the quality of design I want to be associated with.
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How much would you charge per project?
Every project is unique when it comes to estimating. Email greg@worktodate.com for an estimate.
Before emailing, please prepare the following information:
• What are the deliverables?
• What is your timeline?
• Do you have a budget in mind?
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How would you handle a circumstance where you would require more time than originally agreed? Does your answer change if it's the clients' fault? (Last minute changes)
If I'm working with a client that exceeds the agreed upon rounds of revisions from my signed service agreement and statement of work, I always issue a change order which is a form that outlines what the extra costs will be and why they are necessary.
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I noticed a generous portion of illustration in your work- (I’m thinking of the sea-horse projector in particular) Do you consider illustration and graphic design to be separate entities or is it a more cohesive relationship?
Yes, I feel illustration and graphic design are a cohesive relationship. From the illustration of a logo to the creation of a typeface, they all require the discipline of illustration to some degree.
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Do you classify yourself as an artist?
Yes and no. While I’m not an artist who seeks to get commissioned, I will introduce illustration into projects when appropriate. There are many great designers who have made a name for themselves by illustrating their own projects.
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What is it that gets you to show up to a design function?
What brings me to any career related event is my search for professional refinement. I'm always looking to learn a new process to enhance my creativity and efficiency.
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If you could go to any kind of design event, what would you want to get from it?
To walk away seeing something from a different POV.
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If you could only use 5 fonts for remainder of your career, which would you choose?
The five fonts I find myself using the most are Trade Gothic, Futura, Avenir, Meta and Akzidenz Grotesk. I have a core set I use on a daily basis. By adhering to this set, I eliminate much of the counterproductive time which results from searching through thousands of fonts. I recommend you start building your core set of fonts immediately. When you find something that works, add it to your set.
Other fonts I find myself using often and recommend are Bodoni, Frutiger, Helvetica, Franklin Gothic, Walbaum, Univers, Mrs Eaves, Kaatskill, Trajan, Interstate, Garamond, Duty, Din, Scala, Conduit, Filosophia, Bembo, Sabon, Baskerville, Vag Rounded, Adobe Caslon, Excelsior, Minion, Perpetua, Stempel Schneidler, Centaur, Fedra Sans, Georgia, Hoefler Text, and News Gothic. Of course, your hand can make interesting fonts as well!
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What advice would you give to students about to graduate and enter the Graphic Design field?
I suggest you stay versatile and complete a variety of jobs that your potential employers will respect and associate with. For example, I would look at the top ten or twenty places you would like to work and examine their portfolios. When choosing a firm, make sure you could see yourself growing with their clients as well. The client is as important as the work you're doing for them. No client means no work. From there, I would complete every school project as realistically as possible. Be mindful of the details such as paper, typography, photography and color usage. Think about how these projects would be produced from a production aspect. Remember, show a range of your capabilities. I would focus in the areas of Typography, Trademarks, Identity, Packaging, Posters, Magazines, Books, Photography, Illustration, Environments and Signage.
Don't forget to also focus on writing and designing your résumé, cover letter, business card and self-promo in addition to completing your portfolio. Presentation and consistency are key for your identity system. The résumé is often overlooked, however it’s a persons first impression of you. It's the first opportunity you have to show a potential employer what you can do with a single piece of paper. When creating your résumé, keep in mind content hierarchy, paper selection, font selection and copy writing. However, don't over design your résumé. It's main function is to show your credentials and get your name out there. Your self-promo will function as a mailer and leave behind. As for printed portfolio samples, be sure to get at least three samples of every project you complete and photograph them at the time of completion. Always shoot your work on white or gray seamless paper or plexiglas. This will save you much time in the future. At the same time, complete internships and attend networking functions through your local AIGA, Production Club, Advertising Association and so on.
Be ready to jump into this career head first. If you aspire to be a great designer/artist you must be prepared to work 10-14 hour days. Days, nights and weekends. You will quickly learn that you get out what you put in. I recommend that you focus on getting into a firm or agency who's work you have the utmost respect for. It is the creative direction you receive early on that helps you develop a solid foundation and molds you as a designer. Don't push any one style - that will come with time. Simply prove your a conceptual thinker. If you do this, you will always be in control of your career path.
Finally, if you already have not buy your url. I recommend simply buying your name (www.john/janedoe.com). If your name is unavailable, be sure not to pick anything that would take away from your work. Design a simple and easy to update web site at this point. This is important for job searching, legitimizing yourself as a professional freelancer and maintaining an updated portfolio.
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Do you keep subscriptions to design periodicals? Which ones?
I have subscriptions with Communication Arts, Print Magazine, Lürzer’s Archive, Baseline, Plazm and Swindle. I recommend you subscribe to as many as you can. The first three noted I find myself referencing the most throughout the day. You can get discounted subscriptions through Amazon and Ebay. Also, inquire about student discounts.
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In your opinion, what is a reasonable amount of time when finishing a project, if the project is to create a logo and banner for mailer and web add?
Every project is unique when it comes to estimating. Be sure to ask many questions up front and throughout the entire process. This will ensure that the creative you deliver is not only meets the deadline but also your client's needs both conceptually and strategically.
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Is there anything in relation to your job that you wish you had learned earlier on?
Yes, be patient. Being patient is too underrated. I’ve been in many situations throughout my career that I thought were such a waste of time. However, there’s always a life lesson tucked away somewhere. That being said, don’t waste time and allow people to take advantage of you. If you feel something is not right, sit back, take a deep breath and if possible, sleep on it.
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If you could shadow 4 Graphic Designers, living or dead, for a week, whom would you choose?
Stephan Sagmeister, Paula Scher, Joe Duffy, Paul Rand
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What kind of approval process do you go through?
Generally, I provide 3 different design directions which includes 2 rounds of revisions, if necessary. I will recommend paper and printing techniques in the creative presentation. Once I have an approved design, deliverables will include print-ready files, high or low resolution pdfs and sometimes printouts.
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Do you schedule a payment plan with your clients?
I do not. I require 75% of my fee up front and the remainder due when I release the art files.
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Any other tips for students?
Be your own brand ambassador // You're only as good as your last project // Stay out of your comfort level // Don't get lazy, there's always someone more hungry // Inspire others and be inspired // Keep a journal // Trust your gut // Respect your peers // Sacrifice for the good of your work // Never burn your bridges // Do something special for a teacher // Go to yard sales & flea markets // Build a resource library // Collect and save everything // Stay true to yourself // Constantly sell your passion // Update your portfolio weekly // Design a project using only type // Design at least one philanthropic project a year // Think before you send that email // Spend time with the ones you love // It's not who you know but who knows you // Take as much ownership of your work as possible // Spell check and save often // Practice what you preach // Listen to your music loud // Experiment with every project // Push others and allow yourself to be pushed // Share what you have learned // Lose battles but not the war // More money means less honey