4 of my designs on the Rachael Ray show!!

Recently, four of my package designs appeared on the Rachael Ray show (episode 384, January 22, 2008). I have begun using this in my proposals, email campaigns and any communication that I have with new and existing clients. It has generated conversations and gives me an opportunity to talk about my package design work. Use success stories and testimonials from your clients, as well as any press that you have gotten.

Your marketing efforts should be a year-round endeavor. One thing that I have experienced, as I am sure that many of you have, is that my self promotion efforts slow down when I am busy with projects coming in. This is exactly the time to work on promoting yourself so you can stave off those slower times.

So use any press that you get to your advantage. Stick to the facts, don't brag... the press will speak for itself. Work year-round on marketing and you will notice that you are busy all the time, instead of experiencing those peaks and valleys.

Evolution of a logo

There are some designers that despise the "design by committee" idea. The truth of the matter is, we would not have many clients if it were not for the direct involvement of our client's input. We forget who we are designing for and that our clients have a pretty good picture of their business and who their clients are.

I have seen and worked with designers that too often get offended when their client(s) offer input on their work and want to mix and match the presented designs to create a new option. The designer will cop an attitude and mumble about color theory, typography and other technical aspects to our profession. Yes, it is important to know about these rules of design. It's even more important to know who is signing the check for your design services.

My philosophy is that the customer is always right. I was brought up to believe that those who pay for our services deserve respect and attention. So our clients may not always know the "rules" of graphic design. It's our job to try and teach some of these rules, but at the end of the day... your client needs to be pleased with the end product and the process of getting there.

Who am I?

I own and operate Studio3b graphic design and creative services located in Des Moines, Iowa. I have been in the design industry for 15 years and have owned Studio3b for the past seven years. The greatest challenge was making the decision to leave my full-time career to start my own design business. It has certainly been the most rewarding decision, but not always easy. I enjoy working with clients and engaging them in the design process. I believe that everyone has the ability to be creative and imaginative.

I have the skills and training to put creativity to pen and paper and eventually transform ideas digitally to the computer. I have expertise in the software programs that are the industry standard for graphic arts. Mainly, Adobe Creative Suite (Illustrator, Photoshop, InDesign, Dreamweaver, Flash, Acrobat), Quark and the Microsoft Office programs. I have worked to develop relationships with the vendors that I use for printing and screen printing. These relationships that I have cultivated are essential to how I run my business and beneficial to the clients I serve.

I also have the ability to communicate to clients in layman's terms. I read and understand technical aspects to the graphic design industry, but can translate so my clients understand how I work and what work I am performing for them. I am straight-forward in my pricing and usually discuss my fees in the first meeting. I don't like to waste time, my own or my client's, so I get right to the point. I can also be blunt in my opinions about the design industry and don't like working with agencies that think they are always right. High and mighty doesn't work for me and doesn't work for most clients. I prefer working with an open mind to meet my client's specific needs.

I take my business seriously and try to live my life as honestly as possible. I lead by example and believe that in doing the right thing, profits will follow. Too many businesses are lead by money and do unethical things to get it. I also believe in community and the need for us to work together to make certain that humanity is taken care of and has at least the basic essentials to live.

I am a member of Business Networking International (BNI), The Greater Des Moines Partnership, the National Association of Women Business Owners (NAWBO) and American Institute of Graphic Arts (AIGA).

How far should you go to please a client?

Well, that depends on you. Ask yourself a couple of questions. Are you frustrated with the client? If so, is it because you under-quoted the job? Or is it because the client is difficult and doesn't like the work you are producing?

If the client doesn't like the work you are producing you have a couple of options. The first one is to cut ties with the client. You can't please everyone and not all companies are going to fall over themselves and think you and your work is spectacular. If you are a super-sensitive person and can't handle any rejection or negative critique, then design is the wrong career for you sweetie.

On the other hand, if you are frustrated because the client wants more for their money and you feel that you under quoted the project... well, then chalk this one up to a learning experience and do all you can to make this client happy. We all know how hard it is to bill for design services. Time billing is extremely difficult and clients often times do not realize the value of our time. It is your job to make sure your clients realize your value and charge accordingly.

I've heard many a song and dance about the designer that is frustrated with a client. Hey, I've been there too. Numerous times. But the client has hired you for a specific purpose and it is your job as the creative to educate and produce the work the client needs. Even if it means producing work that will not be appearing in any design magazine, except for the features on what not to do. We all have to realize that we are working with someone else, even those of us that run our own studios.

I recently picked up a new client that didn't like my first two sketches for a postcard. Learning to put your personal feelings aside will help a great deal in these situations. It's not a personal critique of you as a person, it really is just business. Once you learn to separate these two sides, you will live a more peaceful and fulfilling life. Of course, there will be clients that you won't be able to work with. Ones that cause you more time and headaches than any amount of money they could pay you.

I'm sort of preaching to myself here. I've been guilty in the past of getting my feelings hurt because someone rejected a design that I produced. Probably because I feel very attached to my work. I actually had a professor try to teach us to not get so attached to work we produced when I was in school. That was the one thing that I took away from my design classes that I think of each day and has been the greatest challenge in my career. It's a process, just as life itself is a process.

Keep your mind open and think before you speak. You'll be alright. Take your time and do it right and I bet you will be surprised with the results.

I've included the first sketch above (that was promptly rejected) that will be make it into my recycle and reuse files. The concept for the postcard was to create a neighborhood mailer (in this case a postcard) that is pointing out that this alternative health care clinic will be open during major highway construction.

Business Networking International (BNI) -- good organization, needs new branding QUICK!

I have just been accepted into a BNI chapter here in Des Moines, Iowa. What is BNI? It's a world-wide organization based on giving referrals to its members. BNI differs from other networking organizations in that it only allows one person per profession per chapter. So I'm the only graphic designer in my chapter and I'm representing my own company Studio3b. This is a great advantage for all of us in the chapter. We aren't competing with anyone within our own ranks. It really is like having 15 sales people out there pitching your services. In return, I try my best to hand out good referrals to other members. Most of my business already comes from referrals, so it made sense for me to join this group.

I have to admit, I'm not real crazy about their logo design or other marketing materials. They could use a complete design makeover. However, they do have all the pieces. Just not great design behind those pieces. BNI as a whole is a shining example of the theory of 3% talent and 97% how you sell yourself. I'm not ripping the organization by any means. I'm just focusing on their main strength... referral marketing. I've already gotten several good leads from members. Since I'm the only designer there, I first have to educate the other members on the basics of design and why every company needs it.
For those members who are representing larger companies, it's a matter of explaining that their company already employs designers and often times has some kind of in-house creative department. My pitch to the larger companies involves helping their creative department with an outside perspective and possibly taking on their extra projects. There is always the correct person within a larger company that I can be referred to.My only critique of BNI so far is to step out of the 80s and get a more up-to-date, perpetual logo! I would suggest something with a classic feel. Perhaps use a typeface that has been around for 100 years. A one color design would be appropriate. The rest of the marketing materials should follow after the new corporate identity launch. A fresh face on the current website, jazzier copy, easier to read brochures... I would push the legibility vs. readability.

Upcoming

I think I will attempt to tackle the age-old argument in an upcoming blog about art vs. design and are they the same thing? At least you will know which side of the fence I am on when I'm finished.

I'm in a movie!

My partner and I were filmed last year for a documentary produced by Crosswalk America, titled the Asphalt Gospel. The film coincides with a book written by Eric Elnes, titled Asphalt Jesus: Finding a New Christian Faith Along the Highways of America. I have not yet gotten my hands on this book, but am ordering it today. I'm very excited to have met the walkers with Crosswalk America and honored to have had a few of the folks stay in our home during their re-visit to St. Louis last year. My partner was able to walk across St. Louis with the group.

The movie is being shown throughout the country starting this month and will make its way to St. Louis on November 30 at Christ Church Cathedral and on December 1 at Metropolitan Community Church of Greater St. Louis (MCCGSL).

When the Crosswalkers attended MCCGSL last spring, they were met with dozens of protesters. As a member of MCCGSL, it is not uncommon for us to be greeted on occasion with protesters, but these particular protesters were there to protest Crosswalk's presence. Crosswalk is a progressive Christian movement and the protesters wanted to show up to make them feel unwelcome in St. Louis. They seemed frightened by Crosswalk's attempt to show America that there are differing perspectives within the Christian community. All too quickly we seem to forget that this country was founded on principles of religious freedom. Or so we've been taught...

I was surprised that this group of protesters was there for Crosswalk and not to protest MCCGSL. Historically, MCCGSL has shared space with a pro-choice group and pro-life protesters would gather outside of our worship space. Once they found out that MCCGSL is mainly attended by lesbian, gay, bisexual, transgendered, questioning and straight persons, they thought it appropriate to protest our church while they were there.

I designed a shirt a few years back and passed along a few to the Crosswalkers. The shirt is called the Love Thy Neighbor shirt and was recently featured in the July 2007 issue of Curve magazine. Here is a link to our site that has these shirts available for sale. Love-Thy-Neighbor.org Wear the shirt, spread the message!

Which is better... new or existing clients?

Easy, existing clients. Existing clients should be the main focus of any marketing campaign. Why? Well, for me I know these clients use professional designers. For you, it may be that you know those clients have bought your products and like your brand. That's always a question that I ask when I'm approaching new clients and it's one that many business persons ask themselves. So many businesses overlook their current clients in search of the ever elusive audience "X." What is audience "X?" It is the audience that many companies laud as bringing them into making their millions. If they can just tap into the surface of this audience, they would be set! This is a HUGE misconception.

If you don't know your target audience, then you will NEVER get to audience "X." Spend more time looking at your current clients and ask them why they buy your product or service. You can't answer these questions fairly, so let your customers do it for you. Put a survey out there. Survey Monkey is one online-based company. You could also consider sending a survey in the mail. Ask appropriate questions and hire someone to put the survey together for you. This person or company should be a true third party and unbiased. The better the questions, the better the results. You might be surprised at what your customers are saying. Fix the bad and push the good.

I always focus my marketing efforts on appealing to my current clients. Chances are if you have developed a loyal group of clients like I have, then what you do for them will also get you new business. 85% of my business is from repeat customers. This is far above the average for any designer. Why is this true for me? I take care of problems when they arise, I listen and I do a good job.

Many of my colleagues would argue that new clients are the way to go to grow your business. You do need to find new clients, but you can't do this at the expense of your current clients. Your current clients are the ones that have helped you grow your business thus far and they should not be ignored. Sometimes you make mistakes and clients disappear. Sometimes you do everything right and clients still disappear. Do what you can to find out why you've lost a client and fix it for the next client that comes your way. If you learn from past experiences, then you have not made a mistake. If you continue in the same pattern and don't learn from past experiences, then you'll have to call them mistakes.

Keep an open mind. Know that you can't please everyone all the time and say no to the projects or customers that drag you down emotionally or are too time consuming. No matter how much they pay. Do the right thing and profits will follow. Take time to get know your clients and enjoy spending time with them as people. Stop looking at them as dollar signs. Stop letting money rule your world. All that will bring you is heartache. Ask yourself, what will I have if all my money goes away? Spend time with your friends and family. Am I saying take a vow of poverty? Absolutely not, but what I am saying is to take on projects that feed your soul and treat your clients as fellow human beings. Remember, do the right thing and profits will follow. Volunteer, donate some money or your time to your favorite non profit organization. Ask yourself, "When is enough, enough?" Ben Franklin asked this question and decided not to patent all of his inventions to benefit the greater good. He said one day that he had enough. Enough money, enough resources, enough. He wanted others to have enough. So get up early in the morning, go to bed early and be healthy, wealthy and wise. Don't forget to ask yourself when is enough, enough.

Gatlin Toys Logos

I have just completed a logo design for a new client, Gatlin Toys.

Here is the final logo. Later, I will complete a case study of my logo design process using this client as an example. This project took about a week to complete with just over 10 sketches.

When and why should you hire a professional designer?

Since almost everyone has a personal computer and loads of software (including Microsoft Word, Paint, Corel Draw, Photoshop, etc.), there are a lot of folks out there that can mock up a decent brochure, sales flier, business cards and all the necessary printed documents to run their business or organization.

On the flip side, there are too many business owners producing a lot of bad design. Really bad design to be specific. How do you know the difference between good and bad design? Well, if you don't know then it's time to hire a professional.

So why should you consider hiring a professional designer and how do you know when to budget for that added expense? And is it worth the expense? These are questions that I am most often asked by fellow business owners.

Here are my answers.

Your business or organization needs to present itself as a legitimate organization to obtain funding, capture new clients, keep existing clients, attract top talent and keep employee morale at an optimum level. A good rule in business is to hire peoplethat are smarter than you in their areas of expertise. This not only makes you smart in running your business, it frees up your valuable time to focus on growing yourbusiness.

The skills that a professional designer should bring to the table are:

> a good understanding of your business structure
> skills to accomplish the job(s) at hand and the equipment
> an understanding of color theory
> know the rules of graphic design and when to break them
> a good grasp of the rules of typography
> a network of vendors to produce a good quality end product for the best price
> a portfolio of work performed for other clients
> references from other clients
> be a member of a professional organization

A good designer will be able to give you a customized quote for the projects that you need help with and be easy to work with. You have to be comfortable with the designer or design company you choose to work with. I would suggest meeting with 3-5 different companies of various sizes. You might find that you like working directly with your designer and want to hire a smaller company such as my company, studio3b.

My clients prefer the one-on-one attention that I can give and the level to which I research and understand their business. This helps to make my designs effective to their target audiences and helps them achieve their sales and marketing goals. You should feel as though you are receiving a highly valued service and that you are getting a return on this investment.

Think of the websites that you visit and the websites to which that you are willing to give your secure information. 80% of online purchases are made because of how legitimate the website appears. If you've had your cousin throw together a website with hopes of increasing your online sales, only to find that this cousin really doesn't know much about web design and your business is suffering and you have become frustrated and have headaches all the time, then it's time to consult a professional.

A professional should make the process of building a website as quick and easy as possible for you. The end product should not only look good, but be functional and easy for any user. If you have hired a professional and are unhappy with their service, then fire them immediately. There are good professionals and also professionals that just squeaked by in their design classes. You want to sift out the bad ones by interviewing and asking probing questions.

Be specific in the questions you ask and don't be shy to talk about the cost. Design is a service that is billed on time spent and creative thinking. I always give a cost per project in writing so my client knows what she will spend and not be surprised when the bill comes. If your designer is unwilling to commit to a price, then move on and work with someone who is honest and forthcoming about what she will charge for her time and creative thoughts.

Another question to ask is how long it will take to complete a project. A timeline should always be included in the proposal. Again, if the designer can't pin down a specific time, then work with someone that can commit and can produce results as promised.

There are horror stories out there about designers taking months and months to work on a given project and never completing the work. A good designer will give you a timeline that is appropriate for the project. There are some web and database projects that will take 4-6 months to complete, but you should know this up front. Don't let your designer string you along without providing hard dates.

How much should you pay for design services?

Well, that's a burning question on many of my client's minds. I've heard fellow business owners say that they hired a designer and it was expensive. My opinion is that "expensive" is a relative term. What is considered expensive to one, may not be to another. Am I side stepping this question? Sort of.

Each project deserves its own customized price. You can't charge a small business, say a licensed massage therapist that runs her business by herself, the same price as you would a larger company, like Energizer. I've done work for both of these clients and each deserves a fair and reasonable price.

This brings us back to what is considered fair and reasonable for graphic design services. When I'm quoting a new project, I start with my base pricing structure at $50 to $80 per hour. I then estimate how many hours a particular project will take to complete. A typical logo project can run anywhere from $400 on up to $5,000. It just depends on how complex the client's needs are. A corporate identity project that includes a logo design and a full corporate identity packet (sometimes these are more than 100 pages) are on the higher end of the scale.

If I'm approached by a client that just wants a logo to use on her website, business cards and collateral material, then that would fall in the lower end of pricing. This doesn't mean that she is receiving a lesser quality logo, she is receiving a lesser amount of research and identity rules to her logo. I will spend less time with this project and therefore the cost will be less.

This is where many high-end designers disagree... and yes, I do consider myself a high-end designer. For me, high-end means that I went to school to learn design and know the general rules of graphic design and when I can break them or not. I am an expert in the software I use (mainly Adobe Creative Suite) and try to keep up with the industry standards and what other designers are doing and saying. And, my vendors love me because my files come to them very clean and organized. I see these things as qualifiers for a high-end designer.

I am trying to take a stand for the small business owner and provide fair pricing options. I do great work, for a great price. A lot of design and marketing firms will charge huge amounts of money for their work and it's really not all that great. I've worked with many of these firms and have gotten incredibly frustrated when looking over their pricing. When I was working full-time for someone else, we were quoted over $800,000 for one year's worth of work. What services did this cover? Not enough to warrant my company spending this amount of money, but my boss went ahead and hired them.

I was continually disappointed with their work. They were egotistical and hard to work with. They made mistakes, big ones! The senior designer even sent a package design off to press where she "guessed" at the dimensions. Guess what... that turned out to be an $11,000 mistake. It seemed like they were playing with Monopoly money, only it was my company's money and it was real.

A few months later, my boss fired them. They weren't worth their weight in salt. I still can't figure out why she hired them in the first place. I think there is an allure with certain price points. If it's expensive, then it must be good quality. Not always true.

I have since left that company and have branched out on my own with Studio3b. I thank God every day for that decision. Not only do I have freedom to give fair pricing, but I get to create great work to my clients without the egotistical nonsense that I have had to endure when working with high priced, low productivity firms.