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

SWOT Analysis of two Design Agencies

SWOT Analysis of Type in Motion.

Their home page reflects their design capabilities. They have a contemporary collage/cut-out student style. They are obviously competent with image and type as well and corporate identity. This may well give them a competitive advantage, especially as they are based in a city largely regarded as a student city. Their studio is located in Wetherby, about a 30min drive out of town. So their location could be better really. However it could be worse.

The bulk of the homepage texts informs:

They 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.

They know what to say to please their potential clients. With comments such as ‘we demonstrate understanding, receptivity and openness.’ ‘We want to find out as much about our clients businesses and markets so we can create ideas ad solutions that exceed their needs and expectations.’

There is an open offer to look through their work to prove they are the best choice, which suggests self confidence and also more importantly a chance for clients to look through their work.

However, where they should perhaps have examples of work in thumbnail form they just have type and image icons conveying what services they offer; though the visuals are still very good and the type is also nice, creates a strong company identity. Needs more links to existing work.

Also on their homepage is a list of their clients. Which is extensive and vital for potential clients to be able to see.

The menus, and tabs that extend from them do not lead anywhere which is quite disappointing. However you can download a credentials list, which has some examples of logo, web, brochure and 3D design. However they layout is not hugely inspiring and does not follow on strongly enough form the website. Generally the continuity throughout the website is good, but in this circumstance it is not.

A few small typos, but they really shouldn’t be there at all. 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 best part of their website is their environmental awareness page. It covers design solutions to environmental implications. Resources, materials, choice of printers, delivery and journey costs. Their ideology of environmental awareness reflects their websites aesthetic.

There is no mention of marketing or promotion anywhere. Nor are there inclinations as to how much they charge for standard jobs. These two things should be addressed somewhere on the website, especially their promotion ideas. Generally a successful website, however there needs to be more interaction and exemplification of work.

SWOT Analysis of Imagery & Design

This website is run by one 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 a 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.

He is Obviously experienced and has a lot of practice in a wide range of disciplines.This website, unlike type in motion has standard rates for jobs such as website design.

Everywhere you look on the page is something visual or an example of his work. He has obviously been very successful in finding and maintaining work, which would fill the clients with positive feelings.

He is a specialist website designer and has been recognised for it. He creates a range of different types of website such as portfolios, packages, content management systems, E-commerce and E-mail design. A well as websites he does all the usual; each has its own linked page with examples of work.

His portfolio is all incorporated into the website. It would be nice if there was a downloadable version for clients however.

He also offers a more advanced service, which can be bought in a package deal or as an extra for an existing website. It is key word searching with google. Between himself and the client they decide of a key world(s) and until it is published no charge is due. It is clear he has a strong agenda of customer satisfaction. However the aesthetics and continuity throughout the website for Type in Motion is so much more creative and interesting.

How will I promote myself / what do they want to hear?

Promoting my design services is an essential and very important factor in becoming a recognised and successful Graphic Designer. Therefore I need to select relevant and effective methods of advertising that apply to my own design practice. The types of promotion I should be considering are, personal selling, public relations and direct, marketing. Again, these should be considered with direct application to my design, to promote my services to potential ‘client bases.’

There are two main factors when considering promotion; place, and price. There is no use in spending hundreds of pounds on printing out fliers that will just end up in the gutter. If anything that mill probably cheapen how people perceive your practice.

A cost effective type of promotion would be using the Internet. Either with a full Website or just an online portfolio. This can be done for free on a number of hosting sites. However if I want to get noticed I will need to do more that this. I need to consider batches of business cards to hand out and potential client meetings. Not just a normal business card with a name and a number, but an innovative business card, something directly relevant to my practice which will be hard to forget. I could also have an ad placed in a magazine such as Computer Arts, Grafix or Creative Review. This is expensive but effective, as it is directly based at my potential client base.

http://www.streetadvertisingservices.com/?gclid=COGcr7itq54CFUiZ2AodiVMOlw

Building up public relations is highly effective way of being recognised, and more importantly, remembered. Sometimes all that is needed to get that next interview or even job is the fact that you know someone who knows someone else. Word of mouth is a powerful tool, so being nice and reliable at all times is paramount.

However if personal selling and advertising is struggle for me, or I simply do not have time for it for what ever reason there is always the option of a employing a sales agent. They will get the job done. (hopefully) But also there will of course be a price to pay for their services.

Task 2 - Summery of PEST analysis

I can learn a lot about what I should do as a designer from this company. Not so long ago it started out as just potential, which is what I have at the moment.

It proves that by focusing al your efforts into a specific area a lot can be achieved.

I am still undecided as to exactly what I want to do a designer. It is beginning to look like packaging and logo design are what I am really enjoying and interested in; especially packaging for clothes retail.

Therefore I too should develop and image and target demographic. This will lean me to who I want to work for. I imagine it will probably be for businesses like ‘White Label Clothing.’ However they may not have the disposable income as independent companies to afford me. So perhaps looking a little higher up the chain. A company which has the same ethics but on a National scale would be more suitable.

It is not just the how the company came about that is ideal however. The placement of their store in Leeds could not be better. They have a small store in Thorntons Arcade, right in the middle of Leeds City centre. This has implication of where I might want to work. I will not need to set a up a store obviously, but it does make me think; should I try to work for a company which is based in a high populated area? So that the company has as much exposure as possible. Or do I just set up with a company or go freelance somewhere more convenient to get to or closer to my flat/house.

All this affects how I would communicate with clients. Would they come to my office in the City? Or do they have to arrange to get out of the city? Should I go to them if it is more convenient? And if it is not convenient for them to get to me, them perhaphs I simply shouldn’t be here.

Task 2 - PEST analysis of a company

‘White Label Clothing’ is an independent clothing retailers which has two local stores. One in Leeds and another in Manchester. It was set up in 2002 by a guy called ‘Tim Shaw’ who after working as a DJ thought it was time for a change of lifestyle. So with no background knowledge of industry or running a company he took out a £2000 loan from Baz (a friend I imagine) and got himself a corridor between two other shops in Afflecks Place in Manchester.

The name of the company refers to White Label Records. A white label record is an independent record, which is unsigned and un-officially produced; hard to find but widely sought after. This is the nature in which the business is run. Highly sought after clothes that are hard to find, unless you know here to look.

The company was set up before the recession began, but not by much. They were expanding still by the time the recession kicked in. However because of it’s target demographic, which is students, it was able to combat the recession by putting all items on a 25% sale in store, which is amazing considering every item in limited edition. Having students as their main demographic was wise as after all students, in a widespread sense, have the biggest disposable income of anyone.

The company run my Tim Shaw stays loyal to its roots as an independent retailer. The garments that are sold are exclusively designed by independent designers and their printing partners. Their methods of manufacture are quite high cost but the turn over is good and they have never been in financial problems. This is due largely to the amount of promotion they have achieved.

Over the past 7 years they have won several awards, including, Best new Shop in the Leeds in the Leeds shopping guide 2004, best menswear and independent of the year as well as winning fashion shows and catwalks. In fact they had so much success that the BBC interviewed Tim for a online publication on the BBC Blast website The publication remained there for 4 years. They even featured on a Channel 4 programme called ‘The Hustlers’ which was about successful independent companies. So they have had to do very little promotion themselves really. (which must be nice).

They do not just sell in the two stores however. Their website offers further discounts and a delivery service which is very impressive for a company which was only set up 7 years ago.

Over all their business is run very competently by a very small team of fiends and family. But not only is it reliable it is also inspirational which is what I think makes this, such a special Company.

Task 1 - Skills - Who am I and who needs me?

P - P - P - P

My Graphic Design course teaches such a wide range of skills that there are business opportunities everywhere.

So far my skills involve type, layout, print, photography, knowledge of software and packaging; all of which have sub-categories and different job threads and possibilities. Of course I will narrow down this list over the next year to a fewer number of specialist areas. It is these which I need to apply to the global design world.

After researching a little it is clear that virtually every business has a need for design of some sort, be is communicative, informative or advertising.

There are two main types of business, corporate and private. The one thing they both have in common is a need to succeed, and to succeed they must have an image, solid products, good promotion and business development. This is what I as a designer can and will be able to offer.

...

To list a few large areas of global society which have design needs:

- Health Industry

- The economy (globally as well as nationally)

- Public services (councils/government)

- The law

- Schooling & education

...

Of course there are many more, but these are main areas of society which filter down into thousands of sub-categories; all of which have design needs.