Enterprise - Lecture 5

10 steps to a future you

Stephen Covey - 7 Habits of Highly Effective People
Laurence Kohlberg - Pyschologist - Ways in which people behave to become successful.
Carl Hopkins - Alumni of Leeds College of Art - Invests in young and creative businesses.

1) Proactivity

Stimulus -> Response
Stimulus -> Choice -> Response

We choose how we respond to a stimulus by developing strategies.

In our practice, we should expand our circle of influence in order to be more proactive by getting work placements and experience, meeting new people, gain contacts, network with likeminded students etc.

3 Environments

Internal environment - Skills, resources, lifestyle
Micro environment - Network of friends and associates, competitors, other practitioners
Macro environment - Economics, technology, social trends, politics. These cannot be affected as a whole.

**The micro environment is where we get our influence**


2) Project

• Develop a vision of our future
• Create a principle-centred personal mission statement
• Extend the mission into long term goals

Priority management

To build a vision for our future:

Business plan - Gain a degree in chosen subject and learn as much as you can
Life plan - Family, friends, economics, whereabouts
Business vision - Business plan and life plan combined

"Life is what happens while you are busy making other plans" - John Lennon

"Begin with the end in mind" - Carl Hopkins


3) Provide

• Clear explanations
• ...using their language
• Talk about benefits, not processes

Think - who you are talking to

Create - clear messages

Inspire - people with your creativity

Demonstrate how you can benefit a client and differentiate yourself from your competitors

4) Prioritise

• Put things first
• Keep a proper balance
• Stick to your personal mission

Time, study, social life, rest, money = Results (focus)

Prioritise your time accordingly in these areas

5) Presents

• Think - win/win
• Seek outcomes and relationships that are mutually beneficial
• Do a favour to gain a favour

Benefits them as much as it benefits yourself
Form relationships but make sure the benefits are clear
Getting together with others extends your capacity and opens your opportunities

Kohlberg's theory

1) Pre-conventional (Dependent) Ecocentric; only thinking of themselves; short term
- I want
- Why should I?
- Nobody listens

2) Conventional (Independent) Negotiate; listening to others
- I would be happy to
- Your needs
- I understand

3) Post-Conventional (Inter-dependent) Larger society - communities; working within a team/collective. Devise plans which will be sustainable long term; infrastructures that will last years
- We can
- Together
- Mutual benefit

6) Pause

• Give all your attention
• Empathise - walk in someone's shoes
• Don't re-iterate or interpret - just listen
• Do you really know how they feel?
• Seek first to understand, then be understood

Dont expect clients to understand what you are trying to say unless you have listened to what they need first - learn from your differences.

7) Proven

• Consistency
• Integrity
• Reliability

Brands need to deliver a certain quality/performance/experience which is expected by the consumers

Consumers trust these brands due to their consistency and reliability

In our practice, we must seek to achieve these traits

8) Partner

• Synergy multiplies your talents
• Work with other experts outside your field to achieve greatness

It is not possible to achieve such greatness and success without the help of others:

James Dyson - Could not have mastered the technology on his own

Anthony Gormley - Prolific sculptor who works with other parties

Michelangelo - Took several people to create his work

Everest expeditions - Cannot be achieved without help and support

Damien Hirst - Art director who finds others to help achieve his vision

The movie, Avatar, had 600-800 credits, all of which were freelance or small, independent business which all had creative input in order to achieve the director's vision.

The freelance creative has more opportunity for success than ever before.

9) Pit stop

• Sharpen up
• Rest - renew, revitalise
• Explore - challenge, excite

You need the time to acquire new skills, re-evaluate what you are doing and take time out.

Excite and stimulate your imagination.


10) Propel

• Extinguish your fears
• Exude confidence
• Instil faith

Progress Tutorial

Really pleased with the tutorial with Lorenzo. I was initially worried about my PPD in terms of contacting studios, requesting placements/feedback etc but there will soon be a PPD session dedicated this. I also thought that perhaps my concept was too focused but it was noted that there are many subject matters within this concept that I could research in more depth such as:

• Childhood TV/Films/Music/Gadgets/Toys/Sweets
• Medicines/tablets/creams
• Existing medicinal packaging
• Emotions and how we process them
• The five senses

Enterprise - Study Task 2 - Response

Where are my potential clients/employers located?

Aforementioned in the first task, my employers would ideally be small, independent studios. The work in which I aspire to is of that created by design studios I wish to gain placements with (as noted below) I would prefer to stay in the north for social and economic reasons - in order to keep close contact with friends and family and to stay in accommodation which is feasible and appropriate (transport links etc). However, I would like to think that I could adapt to a new environment, possibly abroad.

As of late, I have come across design devised by studios located in Norway and Sweden. Heydays, for example, have a design ethic I wish to aspire to - they work primarily with branding and design which, as stated on their website, 'create strong visual con­cepts that trig­ger curios­ity, cre­ate excite­ment and show ambit­tion'

Potential clients are located throughout the country, from independent sectors as opposed to more commercial and corporate sectors. My main focus in terms of a client base, would be small, independent businesses; clients who I could work close with to develop ideas that will inspire and communicate their brand effectively.

Because Studio
Preston
http://www.becausestudio.co.uk/

Because is an independent design studio based in Preston that offers an 'integrated services including branding, art direction, print and website design'. Because work primarily with with clients from the creative industries and not-for-profit sectors as they pride themselves in collaboration. Communication is essential throughout the design process and this is what Because states heavily informs their practice. 

Aforementioned in study task 1, I believe my own practice would be best applied to small businesses within the culture / independent sectors therefore working or partaking in a placement at Because Studio would be brilliant and would inevitably help me move forward as a designer.

Located fairly near Manchester, this offers good links to industry which is reflected through some of their clients - Manchester university, for example. 

Heydays

Oslo, Norway

http://heydays.no/

The Consult

Leeds

http://www.theconsult.com

What media do my potential clients/employers use?

Having an online presence is almost a necessity nowadays. However, the most obvious form of media in terms of publishing and editorial is through print, particularly newspapers and magazines. However, a good example of this transition between digital and print and vice versa is annual business reports.

Businesses usually publish their annual reports through print but through technological advances and the way we now communicate with one another, many have published their findings online for several reasons, particular economic ones; cost, ease of distribution and further technological adaptations (web > mobile > tablet). However, print is far from dead. Aforementioned, I aim to work with small, independent businesses which not only need an online presence, but also require printed, promotional materials which can be distributed easily. Brand identity and consistency throughout a brand is essential - this includes web design, stationery, promotional materials and so on.

What do you need to communicate and how does it match what your clients/employer need?

Ultimately I need to communicate that I am passionate about what I do, to both clients and employers. Although a sense of professionalism is paramount, I as a designer need to be approachable and sociable in order to engage with the client and create interest - before, during and after the design process.

Enterprise - Study Task 1 - Response

Client groups

Retail

Publishing/Editorial

Music

Education

Travel

Food/restaurant

Electronics

Fashion

Television/film

Medicine

What skills / interests you have and how they relate to the needs of your client group?

I typically approach work methodically, with a focused attention to detail; traits of which I believe can be adapted to brand identity. My skills have developed since beginning this course, from a keen interest in advertising and web design to a primary focus on print, type and layout. I believe my skills lie within software as I used the Adobe programs extensively on my college course which is why I am most familiar with computer generated design as opposed to a hand-rendered approach.

Every business needs a brand and every business needs promotional material for this brand to be applied to. Small, independent businesses require a strong and distinct brand to distinguish them from their competitors. In the current climate, it is proving more difficult for small businesses to differentiate themselves from others, particularly in the culture sector. Restaurants and independent food stores are constantly emerging and therefore need a brand aesthetic which sets them apart from similar businesses.

What skills are needed and what skills do you want to develop?

Brands are accessed by everyone and anyone and although small in comparison to a complex magazine layout, for example, it requires a lot of thought and conceptual thinking. Print is everywhere and covers an extensive range of media, from packaging and stationery to bus shelters and billboards. A brand identity needs to be visually engaging and consistent throughout all materials to create a common aesthetic.

I would like to develop my communication and presentation skills as these are essential in client communication and pitching ideas to clients. I also find it difficult to put myself across to a design studio (who I would like to gain a placement with), even through e-mail, as I feel as if I would be wasting their time. If I intend to work primarily with brand identity, I need to work closely with the client in order to gain insight into what their business is, who it is targeted towards and the services / products it has to offer. Client communication and feedback is essential throughout the design process therefore I definitely need to improve upon my presentation skills.


What are your professional/creative aims and how do they relate to the needs of the client group?

Upon graduating, it would be great to work within an independent studio as a junior designer. Through the design process, I like to bounce ideas off others therefore a firmly integrated and close team would prove beneficial in me developing as a designer. I hope to gain contacts through this course in the form of visits, placements and networking by trying to 'get my name out there' - direct mail, networking events and developing my online presence.

Small, start up businesses such as restaurants and independent food stores may not have the credentials to work with an established, international and renowned studio who are known to work with large corporations. This is where I believe my creative aims could match those of small businesses. I believe they require constant, integrated communication to relay information back and forth. A small team would prove beneficial in getting to the 'heart' of a business in order to devise the most effective brand solution.

PPD - Study Task 2 - Response

What is Industrial experience? 

To gain insight into industry practice through working in employment. Studio placements can vary from a few days to a few months and could potentially lead to employment after education.

What can you learn from industrial experience? 

• Gain further knowledge in all aspects of design
• Create contacts, meet new people and collaborate with others
• Industry standard practices
• How a studio works and how they approach the work they take on
• Your own work ethic

What form/format could industrial experience take? 

• Studio visits/placements
• Freelance work
• Visiting professionals
• Feedback from those in industry
• Working with live clients (freelance)

What areas of industry are you interested in? 

Overall, I am more interested in print as opposed to web. Although I have worked with web-orientated projects (mostly creating web templates) prior to starting this course, I see myself working primarily with print due to the vast range of possibilities.

• Branding & Identity - Corporate identity, stationery 
• Packaging - Unique, interactive
• Editorial - Layout, methodical

What are your concerns about industrial experience?

Daunting - Although this course prepares us for industrial experience, there is no knowing how we will react and adapt to the design industry. Studios differ and they each have a different way of working, something that we as prospective employees must work towards.

Contacting studios - I find it difficult to put myself across in an email; should I show my online portfolio or send them samples of my work? I feel as if I would be wasting their time by either asking for a studio visit, placement or feedback on my work.

Whereabouts/financing - As a student, I would need to find a studio 'close to home' in order to reduce costs in travel, accommodation and so on. However, there are studios which I would love to work in but are situated in London, for example or even abroad.

OUGD201 - Good is? - A different approach

One idea I had been focusing on since my idea generation and the research I collated was to package 'nostalgia' as a medicine using typical conventions of medicinal packaging such as dosage instructions, warnings and so on. Although this was received well in the packaging workshop (here), the group crit a couple of days ago changed my direction slightly.

Through my research, I have briefly looked at how we process senses into emotions (nostalga) found here. The following is a quote from an article I found:

"The olfactory system, the apparatus responsible for our sense of smell, has a pathway in the brain closely associated with the limbic system. The limbic system contains the amygdala and the hippocampus parts of the brain which are closely associated with emotion and memory respectively."

In the group crit, it was brought up that certain smells evoke certain nostalgic memories which is in reference to the quote above. This gave me the idea of creating various test strips (much like perfume test strips) of certain smells. When discussing this idea with Steph, she suggested looking at all of the other senses, too, which focused my idea onto a 'nostalgia pack'.

I therefore want to again, brand 'nostalgia' into an identity which I could apply to a range of promotional materials but focusing moreso on a 'nostalgia pack' containing various items relating to each sense which would stimulate nostalgia in different ways. This could be sold a novelty gift either independently online or as Kirsty suggested in the group crit, a shop such as Urban Outfitters as these tend to sell unusual gifts.

OUGD201 - Good is? - Revised Rationale

Good is...

Nostalgia

Why? 

• Childhood memories represent times when we were free from the responsibilities and anxieties of adulthood
• It is proven to improve mood, self esteem and strengthen social bonds
• It is accessible anywhere
• Provides comfort and familiarity
• It is see as a natural anti-depressant

I intend to

Inform

... a group of

workaholics who have little time to relax

...that

nostalgia provides a break from day-to-day life, can be incited by all our senses and simply makes us happy.

In order to achieve this I will produce...

Product - What is your product?

A nostalgia pack consisting of 5 sections each catered to one our 5 senses

Range - What range of deliverables will you produce/propose

• Brand identity
• Nostalgia pack with 5 individual segments
• Nostalgia medicine
• Flyers/information booklets

Context - define the context in which your products will exist/be viewed

• Independent shops/online as a novelty gift
• Flyers handed out in busy commuter areas such as train stations

PPD - Study Task 1 - Response

Identify and explain 5 reasons why you chose to study on this programme. 

1) As it is a specialised art college, I knew I'd be surrounded by like-minded students who were all studying something creative.

2) Due to the small numbers on the course as opposed to the hundreds on other courses, there is a lot of tutor contact, plus it's nice to know everyone on your course.

3) I was inspired by the past graduates works and their work was something I aspired to work towards. The percentage of graduates leaving university and getting a job in the design field immediately attracted me to the course as I knew the tutors and the course itself would help me prepare for industry.

4) Links with networks such as D&AD highlighted its links with industry (as referenced above).

5) The extensive range of facilities were far better than any other university I saw.


Identify and explain 5 things that you want to learn during your time on the programme.  

1) Although I am more comfortable and familiar with computer generated imagery, I want to develop my hand-rendered skills as I am pretty useless and I know it will help me with idea generation.

2) I want to learn how to promote myself as a designer through pricing strategies, invoices and generally getting my work out there. I have a website which features a selection of my work but I'd liked to know how to promote this outside of social networking sites - for example, should I email studios with my work?

3) To know who I am as a designer and what skills I want to specialise in. I'm not too sure what area of design I want to focus in as currently, I have a passion for both print and web. Maybe I could try and get other perspectives on my work to see whether I am heading down a certain route or not and whether I need to focus on something in particular.

4) I have only had a screen-printing workshop therefore I definitely want to try and put this into to practice. I want to look at other printing processes to expand my knowledge on what can be achieved and how.

5) I only briefly covered software used for design for screen (Dreamweaver, Flash, After Effects) so I want to try and learn the ins and outs of these in more depth - especially Dreamweaver as my coding knowledge is next to none. I'd like to design and code my website in the future as previously, I had to ask a friend to code and publish my design.


Identify and explain 5 skills that you think are your strengths.  

1) I think my main skills lie with computer software (in terms of design for print - Illustrator, Photoshop and InDesign) as it was covered extensively on my National Diploma course.

2) I believe I am quite methodical in my work in terms of layout and composition and believe this has helped me to stay organised in general, also.

3) I work well independently.

4) I am motivated and passionate

5) Attention to detail


Identify and explain 5 things that you want to improve.  

1) Although I am more comfortable and familiar with computer generated imagery, I want to develop my hand-rendered skills as I am pretty useless and I know it will help me with idea generation.

2) Experiment with a diverse range of design ideas and avoid focusing on one idea. I want to explore many possible directions to cover a thorough body of work as opposed to limiting myself to one concept.

3) I lack in presentation skills therefore this is something I definitely want to improve. These skills are essential for client communication and although I have worked on web design projects with clients before, this was predominantly done via e-mail and not face-to-face.

4) I have only had a screen-printing workshop therefore I definitely want to try and put this into to practice.

5) Decision making and concept development.


Identify and explain 5 ways that you will evaluate your progress.  

1) Throughout the design process, I will try and get feedback from peers, tutors and also friends outside of my course to get a 'non-design' perspective on my work.

2) Always create to-do lists, whether this is for a short space of time or for the rest of the year; this will help me stay organised and keep on track.

3) Constantly review my work throughout the design process and document this on my blog. I will reflect on these during the later stages of a project to see whether I have fulfilled what I wanted to achieve and if not, work on these.

4) Look at my work from the 1st year and see what I did wrong, what I did right and how I can improve in the second year.

5) Work on the points outlined in my PPD presentation (and 1st ever task) from the 1st year.


Identify 5 questions that you want to find the answer to.

1) How do I go about contacting studios regarding visits/summer placements/feedback on my work - I feel as if I'd be wasting their time.

2) This has probably been asked hundreds of times before but what is an average salary for a junior graphic designer and does it vary on location?

3) What area of design am I more suited towards? I find it hard to review my own work as a whole.

4) How much should I charge for freelance projects?

5) Would it be beneficial to gain industry experience in studios after I graduate before I think about going freelance/setting up my own studio, for example.

Enterprise - Lecture 4

How to successfully promote yourself in SIX easy steps

From a freelance/small collective view

We are subject to an onslaught of around 5000-6000 messages every day
- Too much visual noise
- It is difficult to get yourself known

The internet is not a method itself, it is a means of communication

The 6 Steps

0) Do nothing, get nothing

1) Get their attention

• Memorable business card
• Advertising
• Network events
• Radio interviews
• Write articles
• Run a blog (and contribute to others)
• Exploit social media
• Publicity

With business cards, carry one everywhere you go
- Make sure you write exactly what you do
- A simple job title is not enough

2) Build their interest

• Website
• Portfolio
• Information packs 
• Catalogue
• Curation (credited)
• Exhibition (interactive)

3) Convince them

You need to convince a client that you are the right person to do business with by showcasing your values.

• Authority
• Authenticity
• Being a professional
• Trustworthy
• Integrity
• Skills

This can be done through the following:

• Artist statement (value proposition)
• Recommendations
• Testimonials (work placements, clients)
• Awards
• Community engagement
• Professional bodies
• Charity events

4) Make your offer irresistible

• Value proposition
• Pricing strategies
• Packaging (additional services/extras)
• Try before you buy
• Recommendation
• Differentiation (who you are & how you do business)

5) Close the sale

• Convenience (delivery, timescale etc)
• Buy it now
• Right place, right time
• Delivery
• Personal selling
• Interactive website

Let the clients convince themselves


6) Reinforce

• After sales service
• Advertising
• Public relations
• Longevity
• Merchandising (innovative, unique)
• Maintain contact
• Building relationships

**Top brands continue to advertise so we are further convinced we made the right choice**


Johnny Cupcakes

Despite no art and design education or any business training, Johnny Eagle formed the 'Johnny Cupcakes' clothing brand and now has 4 retail stores. He is currently on tour across the US promoting his brand and gaining interest.

- Posts weekly video updates on his whereabouts
- Reinforces the brand and reassures existing customers


AIDA (now extended)

Attention - Awareness - Promotions, advertising
Interest - Educate - Website, portfolio
   Conviction - Confirmation
Desire - Need - Value, try before you buy
Action - Acquisition - Convenience, personal sale
   Reinforce - Extension

Who is your customer?

• Cannot be for everyone
• Not one 'thing' can appeal to everyone
• Customers desire a specialist in a particular market
• A service needs to be tailored to suit a need

Selvedge.org

Selvedge Magazine provides information to potential advertisers regarding their readership

They have broken down their readership demographic and created a readers profile including:

- Ages

- Income

- Gender

- Education

- Occupation

Facebook

All our information is provided to advertisers therefore he ads displayed on Facebook are targeted towards us an individual. They are personalised, relevant and therefore minimises wasted ads/spam.

**Demand for a product/service you didn't know existed/didn't believe you needed**

Can work for any industry

Bringing advertisements to the customer as opposed to the other way round

Market segmentation

Complex

You are able to target a customer in multiple ways depending on several factors; these include gender, age, interests, employment, household size, income.. and so on.

Bases for market segmentation

• Geographic segmentation 
• Demographic segmentation 
• Psychographic segmentation 
• Behavioral segmentation

Media usage

Knowing where our customers go for information tells you how to reach them.

Newspapers

Magazines

Radio

TV

Social media

.. and so on

B2B

Secialist industry

- Comeptitive, new trends

Employer

- Training

- Environment

Communications

- Internal/External

Media usage:

• Specialist magazines
• Radio 
• Industry exhibitions
• Conferences
• Broadsheets

Internet

The internet is free of state regulationa nd control

We hold the power

Free of supervision and censorship

OUGD201 - Good is? - Presentation feedback

In groups of six, we presented our concept boards to the others. It was interesting to see how those who had not heard of our chosen good responded to our concepts. Fortunately, the feedback I received was generally positive and directed me well. I began by introducing my concept (good is... the psychological benefits of nostalgia) and showed how I wanted to package and brand nostalgia in an innovative and lighthearted way, despite it not being a physical object.

We pitched out boards in a group and then separated into pairs to crit another persons work in more depth, providing feedback on all stages of concept development and possible actions to take.


Peer feedback

Strengths

New, no competition
- Original
Novelty, personal, individual
Lighthearted

Areas for improvement

Focus on a specific concept idea
- Package nostalgia?
- Novelty gifts?
How to package something fictional?

Additional comments

Look at companies such as Moonpig who provide personal greetings gards. This concept could be adapted to the idea of nostalgia where people can send personalised gifts to their friends/family.
- Specialised, personal
- Individual

Perfume
- Smells
- Fragrance test strips

Urban outfitters
- Novelty gifts
- Quirky and unique


Peer feedback [2]

Comment on the extent to which the initial research and development of the concept demonstrates a significant understanding of the chosen subject matter.

Clear, indepth research shows a strong interest in the chosen subject matter. Lots of strong ideas that can be developed

Very good

Comment on the extent to which the concept proposal exploits the practical and conceptual investigation and application of Design for Print

Packaging nostalgia - the idea allows significant space to investigate packaging and print

Very good

Comment on the proposed range of products to be produced in response to a clearly identified problem

Endless possibilities
Expand your mind

Very good

Additional comments

- Awesome concept
- Identified a gap in the market, because it is direct and specific in what it does and is honest. It is also personal to the buyer, if you were to take the direction discusses in the crit
- Make it work and it will be brilliant

Team Impression Print Visit