End of Module Evaluation

This enterprise module has been really quite interesting. It seemed too business orientated in the beginning and was hard to find a personal interest in. However, as the presentations and business plans developed it became clear how much I have learned and how many useful methods of analysing the market, client, competitor and my own business I have used.

Of course I do not fully understand business planning, but I feel as though I have a solid knowledge of something that most people at this stage of their design degree would not. The lectures were spaced out well and made it simple enough to come to an understanding with the subject material and respond to the tasks.

I think the pricing strategies were a little lost on me. I could have better learned how to maximise profit by carefully planning work hours and distributing my work among employees. However over all I think I responded well to this module and probably became more personally attached to my presentation and business plan that I had foreseen.

Proposed Position Statement

1. My current personal approach to Graphic Design is varied. I have found that the packaging, editorial and logo design processes are all very interesting to me; each for their own reasons.

2. However I do have interests in many other areas of design. But I do not want to be a ‘specialist’ in the sense that I end up working in a specific area of design. The thing that I find enticing about design is that there are endless possibilities. Taking away any of those possibilities is not something that interests me.

3. Ultimately freelance work interests me the most. I would like to have some choice in the work I do, as I strongly feel that I do graphic design because I enjoy designing. I don’t want it to become a job, in the sense that it is a chore to do.

4. Currently my problem solving skills are maybe a little under developed, however I feel this is because I am still working with heavy influence from people around me. If I were to be in a design agency with just a few other peoples input I believe that is when I will realize my full potential.

5. I am confident with the software I am familiar with, and am quick to understand new software that is introduced to me. I have tried 3D animation and music editing software prior to this course, which helps greatly when encountering new programmes such as After Effects.

6. My potential customers will most likely be based in the Midlands and in the South of the country as that is where I have spent my life up until now. My home is very important to me and I feel working around London will offer up a lot of interesting job opportunities. Of course I am open to work abroad as it would be a real eye opener to my perception of Graphic Design.

7. I would like to spend some time abroad perhaps in Switzerland, Holland or France. I love nature and the peace and quiet of the countryside, I think it this will have strong implications on my design practice. Not necessarily from a strong eco-friendly moral stance, but in the geographical placement of my design practice.

8. After analysing my competitors and their means or promotion I have a good idea of what I need to do to get my company started. A full and accessible website with a downloadable portfolio and plenty of assurance of my skills and professionalism. Also I could compile example packs and a cost effective level to send out to high end potential clients.

9. My interest in Design reaches from packaging to editorial work. At some point in my career I would like to spend some time specializing in each of these, not just working with them both together. This may be decided by the jobs I take on, or perhaps something as drastic as a change of direction for my own company.

10. At present I do not have a specific target market for my company. I am still just enjoying what ever I have put in front of me. However I can see (as I mentioned before) nature and the environment becoming an increasingly important part of my design practice. My competitive agencies would be companies such as ‘Enigma’ who are based in Berkshire and ‘Studio7’ who base their entire practice on clients with an interest or concerns with nature.

My skills

Typography

Design for print

Packaging

Logo Design

Software

Editorial

As my aim is to become a varied designer of many skills, I will have a large list of competitors. Comparing my skills to theirs will mean constant evaluation of what they are doing and what they are going to be doing. Perhaps trying to stay one step ahead of them, having that one more innovative idea than them could give me the edge.

If I do indeed head towards an environmentally aware design practice, my skills in print design for posters, fliers and business cards and other promotional material could help being more attention to their cause. As well as earning a living I would like my work to be personal, something I believe in and stand for. That way my social and moral way of life can run parallel, to an extent, with my design practice.

Task 4 - Who else is out there and are they any good?

By using the SWOT analysis system I have objectively analysed two design agencies websites so see whether what they communicate to the viewer is informal enough and covers everything a potential client would want to see. I was also looking for any innovative ideas, be it in production methods, promotion or moral stance that may give them a competitive advantage.

Type in motion is a Leeds based design agency. Their homepage clearly reflects their design capabilities with their collage/cut-out student style. They are obviously competent with image and type as well as corporate identity. Their student aesthetic may well give them competitive advantage, as Leeds is widely considered to be a student city. However they are located in Wetherby, a 30 min drive from the city centre. This is not too bad, however a little closer would be better.

Imagery & Design is a design agency based in Hertfordshire. (my home county). This website is run by a one-man design company. His website covers almost everything you couldn’t possibly want to hear, maybe too much in fact. Everything moves and interacts with the user, which is a good thing. It is clean-cut a professional looking. It has the apple glossy aesthetic. There are clear indications of services that are offered with tab links at the top to website design and graphic design. Further down the homepage there are clear and concise lists informing potential clients who he is, what he does, how he does it and why they should choose him.

Imagery & Design certainly have all the bases covered more so than Type in Motion. I was not left looking for information on his company, it was all very accessible.

Type in Motion regard themselves as ‘undaunted, confident and secure’ with a wide range of disciplines and offer a diverse range of design solutions across both digital and printed media. This gives the impression that they have a good attitude toward their work and also have access to production resources. However by the same degree, Imagery & Design are also very confident and also have an air of professionalism about them, and the examples of their work speak for themselves.

The strongest part of Type in Motion’s website is their environmental awareness page. It covers design solutions to environmental implications such as resources, materials, choice of printers, delivery and journey costs. Their ideology of environmental awareness reflects their websites aesthetic. Imagery & Design does not seem to have much of a morale stance. His website simply suggests he is a reliable, professional designer, so quite possibly these matters will be considered anyway.

The large defining factor between the two is a few small typos on Type in Motion’s website. This is a very large issue for a design company who will be dealing with type. If a job is sent through to the printer with a typo it costs them more money and the client more time. Ultimately they will not be used again.

The main difference between the two agencies is that Type in Motion lacks visual exemplification of their existing work. Whereas Imagery & Design have a fully developed portfolio for each area of design, be is website, brochure, logo or corporate identity. If a potential client cannot see what they might get as a result they will try another agency immediately.

Other Issues that I should think about for my own website:

• Prices for standard jobs
• Moral implications
• Location
• Portfolio (downloadable)
• Interaction
• Innovative elements/ideas

Type In Motion

Imagery & Design