RESEARCH & ANALYSIS
Sketchbooks Research & Analysis Ideas for Week 1.
Different models of creative practice & studio philosophies
You grow based on exploiting strengths, not by acclimating to weaknesses – Alan Weiss.
I believe entrepreneur and author Alan Weiss offers the most influential model for creative practice in his book Million Dollar Consulting.
Creatives should establish a value proposition that makes them indispensable. Clients need to see you as the only possible solution to their problems (Million Dollar Consulting by Alan Weiss: Book Summary & Review, 2021).
Find and focus on relationships delivering strategic value. Charge by value and not by time. Hourly billing distils your expertise, value, and approach down to a single number compared with other freelancers and positions you as a commodity weighed against the other alternatives.
A memorable story to illustrate this philosophy is that of a generator breakdown at the Ford factory. Steinmetz was called to the plant, where he listened to the generator and scribbled computations on the notepad for two straight days and nights. Finally, he asked for a ladder on the second night, climbed up the generator, and made a chalk mark on its side. Then he told Ford's sceptical engineers to remove a plate at the mark and replace sixteen windings from the field coil. They did, and the generator performed to perfection. Henry Ford was thrilled until he got an invoice from General Electric for $10,000. He baulked at the figure and asked for an itemised bill.
Steinmetz responded personally to Ford's request:
Making a chalk mark on the generator: $1 and knowing where to make a mark: $9,999.
Ford paid the bill (Weiss, 2013).
The price of anything is the amount of life you exchange for it - Henry David Thoreau.
Fig. 1: Make It, 2019.
& Walsh is a NYC agency with a social conscience that creates beautiful, emotion-driven work. Their values illustrate an approachable, inspiring agency that use their skills to start dialogues and generate change through self-initiated projects for social causes. Some of these include ending the stigma around mental health issues and creating a supportive space for women & non-binary creatives.
&Walsh is Zero Bullshit
& Crazy High Standards
& Endless Passion
& Celebrating Emotion
& Taking Risks
& Trusting Our Instincts
& Being Human
& Making Work That's Human
& Taking Work Seriously
& Not Taking Ourselves Too Seriously
& Walsh inspires creatives to not only produce high-quality work for the client but, more importantly, use their talents to effect change.
Fig. 2: Cogley, 2019.
Stefan Sagmeister, known for his eye-catching graphics, intelligence, humour and powerful messaging, epitomises authenticity in design practice, a high standard of inspiring creative work and a commitment to creating a meaningful dialogue with his audience (Andrew Burns - The creative behind the design, 2021).
Every five years, Sagmeister closes his New York studio for a year to venture to an intriguing destination abroad. He explores his practice further, in a non-commercial sense, and himself in new ways (Sagmeister.com. 2021). This approach inspires creatives to step off the capitalist hamster wheel to re-evaluate their work, passions and beliefs to enable growth.
Sagmeister echo's the sentiment of the highly successful consultant Ryan Waggnor, "learn to say no". It helps you judge the value of your time, feel less stress and focusing on high-value, important work (Waggnor, 2019). Pick and choose your clients, work on projects you relate to and with kind people who have appropriate deadlines and budgets (Sagmeister.com. 2021).
Fig. 3: The Great Discontent, 2013.
Other vital creative principals commonly mentioned by the likes of Simon Manchipp, Sarah Boris, Tom Finn, Julian House, Adrian Tabolt and Sam Winston are:
- Cash flow is key to keeping a business afloat.
- Keep costs low as it takes the pressure off running a business and allows you to focus your energy on design.
- An accountant is the foundations on which your business, financial process and tax structures are built.
- Reputation is everything, never miss a deadline and always overdeliver.
- Collaboration and a skilled team are indispensable. Build your network up over time.
- Communication and people skills are the difference between getting by and a wildly successful business. If you can exude confidence and hold an audience in the palm of your hand, clients will be beating down your door.
- Find ways to have the correct argument with the client and direct them towards your perceived vision. If you let them take the reins, your creation will always be watered down.
- Work hard, specifically when you start (Manchipp, Boris, House, Tabolt, Winston, 2021).
There is no one size fits all when it comes to a creative practice or business. Instead, you need to create your path and a better way of doing things – Simon Manchipp.
IMAGINE
Sketchbook Imagine Ideas for Week 1.
Play to your strengths, be consistent, perfect your brand – Jeff Bezos
What is the idea?
- Single entity design studio specialising in packaging and strategic branding
- Creative Excellence, technical, strategic and legislative knowledge in packaging and branding
- Perfectionist and attention to detail
- Quick turn around
- Fiery and passionate work process and client relations
How and why it works?
- As an excellent creative director and designer, my expertise manages every step of the design process, from client brief to concept, production and delivery
- I execute what an agency requires a team of individuals to do thanks to twelve years of specialised packaging and strategic branding experience, together with technical, print and legislative knowledge
- The ability to strategic position and structure brands ensures the creation of a brand for the market today and relevancy for years to come across multiple rollouts and platforms while still ensuring consistency, diversification and interest
- A designer with technical, legislative and print knowledge guarantees an innovative and cost-effective approach to design while limiting errors
- I'm a perfectionist at heart which ensures a commitment to delivering high-quality design through attention to detail
- Agencies and designers these days are trying to be everything to everyone; instead, I play to my strengths, excelling and perfecting my craft
- A small studio allows me flexibility, where I can pick and choose projects based on my passions.
- Knowledge across multiple disciplines ensures a quick turnaround without having to engage with numerous company divisions and individuals
- Agencies can be intimidating and diverse where I offer a focused, specialised and niche approach to design
- My fiery personality manifests in excellent client relationships and passionate design delivery
Final Outcome
Creating a Storm
Creating a Storm is a single entity strategic branding and packaging design studio based in Cape Town. As a fiery, passionate perfectionist, I ensure the highest standard of creative work through specialisation and attention to detail.
As a niched packaging and strategic branding specialist with technical, print and legislative knowledge, I manage every step of the design process, from client brief to concept, production and delivery. As a result, I am ensuring the creation of an innovative, differentiated and engaging brand relevant today and for years to come.
It's about creating an arresting design that competes for consumer attention and an authentic experience that guarantees you brand ambassadors for life.
Ultimately, my role is to help your business grow.
REFLECTION
I have had my company for eleven years now and feel a sense of kinship, comfort, and familiarity in other practitioners' shared experiences and reflections.
Thus far, a key factor not mentioned by any creatives is the need for mentors in business as they are a wealth of knowledge, inspiration, and guidance. Some of the best designers fail because a design practice is essentially a business that requires many elements over and above great design to ensure success. You need to excel in all avenues to ensure a thriving company.
One of the critical pieces of advice I received early on was to fire 10% of my clients every year, including unpleasant clients and those who pay late to make room for better opportunities I am more passionate about.
At its core, design practice is supposed to make us and our audience happy. Never forget, "We can delight"! – Stephan Sagmeister (Sagmeister.com. 2021).
Reference: Waggnor, R., 2019. The Freelance Rate Mistake Costing You Millions - Ryan Waggoner. [online] RyanWaggoner.com. Available at: <https://ryanwaggoner.com/freelance-rate-mistake/> [Accessed 2 June 2021].
Reference: Four Minute Books. 2021. Million Dollar Consulting by Alan Weiss: Book Summary & Review. [online] Available at: <https://fourminutebooks.com/million-dollar-consulting-summary/> [Accessed 2 June 2021].
Reference: Weiss, A., 2013. Million-dollar consulting proposals. Hoboken, N.J.: Wiley.
Reference: Thoreau, H., 1974. The correspondence of Henry David Thoreau. Westport, Conn.: Greenwood Press.
Reference: Sagmeister.com. 2021. [online] Available at: <https://sagmeister.com/answers/our-work/> [Accessed 2 June 2021].
Reference: Thecreativebehindthedesign.com. 2021. Andrew Burns - The creative behind the design. [online] Available at: <http://www.thecreativebehindthedesign.com/Andrew-Burns.html> [Accessed 2 June 2021].
Reference: Manchipp, S. Boris, S. House, J. Tabolt, A. Winston, S. Lecture, Module GDE730, Part 1 Practitioner case studies, [Accessed 2 June 2021].
Image 1: Make It, 2019. POWER PLAYERS. [image] Available at: <https://www.cnbc.com/2019/06/20/million-dollar-coach-alan-weiss-most-common-work-problems-ceos-have.html> [Accessed 5 June 2021].
Image 2: Cogley, B., 2019. Jessica Walsh splits from Stefan Sagmeister to launch creative agency &Walsh. [image] Available at: <https://www.dezeen.com/2019/07/24/jessica-walsh-launches-creative-agency/> [Accessed 5 June 2021].
Image 3: The Great Discontent, 2013. Stefan Sagmeister. [image] Available at: <http://thegreatdiscontent.com/interview/stefan-sagmeister> [Accessed 5 June 2021].