Elephant is a 100% Irish owned brand that offer a fresh alternative to average.  According to them, they “don’t do average and certainly don’t do second best“. Elephant is a designer label offering fresh urban living products and designer beanbags in a wide range of alluring colours.  They take the bland, boring and bog standard and turn it into something bold, bright and brilliant.

My brief was to create a design which was clean and casual, yet innovative and fun – one which most importantly would be easier for users to navigate and use.  As the company had an existing logo/brand it was important that these style guidelines were carried through to the new design.  I feel the existing site was successfully re-structured and brought up to date and the client was extremely pleased with the end result. Why not check it out? http://www.elephantbrand.ie.

Website Design Concept

Original Website (to be re-designed)

I look forward to working with Mark and team at Elephant on future projects.  Check out http://www.elephantbrand.ie

Design:

Project also involved the design of corresponding double sided 4 x 6 invitation cards – which will be distributed at various similar events.

This was an enjoyable project to work on as the guys at Strobe gave me with full creative license on this one.  I look forward to working with them again on future projects.  Check out http://www.sproutcorebash.com

The overall goal of this project was to update the existing look and feel of the homepage and sub page – while keeping the original branding, colour scheme and simple, clean design.  From a usability point of view, my design brief was to create an extensible layout and navigation structure so that the site content could be better organised and added to in future.  This would in turn make it easier for web visitors and existing clients to find the information they were searching for, most notably the “emergency support” button.  The client also wanted a way to highlight the various services they provide in an attractive and engaging manner.  This was achieved through the addition of an animated slider on the homepage.

This was a enjoyable project to work on as the client awarded me full creative freedom with regard to the design.  The site itself was coded and developed by Southern Web Group and can currently be viewed online at http://www.overithelp.com.

Original Homepage  (to be re-designed)

Re-Design

The term ‘freelancer’ itself actually originated in the Middle Ages when mercenary knights, with no allegiance to anyone in particular, would take their lances into battle for various kings, princes, lords and even wealthy land owners – essentially for whoever paid them the most.  Our modern day knights constitute a multitude of business professionals ranging from designers, programmers, writers and actors to photographers, journalists, consultants and many other solo professions.

21^st Century Knights

By definition a freelancer can be described as “a person who is self-employed and is not committed to a particular employer long term” while a self-employed person can be defined as “a person who works for himself/herself instead of an employer, but draws income from a trade or business that they operate personally”.  Honestly I find it difficult to distinguish the two, however I have come to learn from personal experience that the term freelancer often stirs up negative connotations and I’ve had many a pity look thrown my way by those who don’t truly understand exactly what it is we do.  The term itself is frequently associated with those who don’t have a ‘real job’, who are currently in-between jobs or desperately waiting for something better to come along.  This may in fact be true for a minority of freelancers, but it by no means represents the industry as a whole.

Why freelancing isn’t free…

One commonly held misconception is that starting and running a freelance business is somehow free. Unfortunately, nothing could be further from the truth!

Being a freelance designer myself I are relatively free to decide when I work, where I work, how I work and whom I work with.  This freedom is a privilege. Regrettably however, I am neither free nor exempt from all the regular costs associated with running a business.  While it is true to say that some freelancers may experience lower start up/operating costs than other types of businesses, the term “free” certainly does not apply.

Just like all other businesses and professions, freelance designers also incur annual expenses and costs ranging from:

• Equipment & Tools (computer, laptop, monitor, printer, scanner, copier, fax, phone, internet connection, web hosting, stock resources, design & other software packages, office supplies – desks/workspaces etc)
• Advertising & Promotion (stationery, printing, online advertising, networking fees)
• Legal & Accounting
  
• Training & Self Improvement (books, magazines, tutorials, seminars, conferences)
• Rent & Travel Expenses
• Maintenance Costs
• Self Employment (taxes, insurance, retirement funds etc)

As a self employed professional I am also expected to wear many hats on a daily basis.  Not only am I a creative designer first and foremost, I’m also a project manager, an accountant, a collections agent, a customer service representative, a sales agent, a marketer, a secretary and even an entrepreneur – a jack of all trades with a multidisciplinary skill set and work load if you will.  Many freelancers also pursue years of education, obtain various degrees and qualifications and also train professionally, prior to embarking on the journey to becoming self-employed.

There is a global recession taking place and we are all feeling the effects in our own personal way, but must we therefore be expected to work for pittens or significantly cut-rate prices for the same quality service? Are we any less deserving than our corporate competitors? The truth of the matter is, if you expect high quality work and service, you must be willing to pay a fair price – no matter who you choose to employ! As the saying goes “If you pay peanuts, you get monkeys”.

I find myself wondering which part of the word “free-lance” makes sense now?

Consider this…

When you’re sick and need to visit a doctor or specialist do you question their hourly rate? Do you try to haggle them down to the minimum wage or try to obtain the lowest possible price by offering to visit more regularly in future? Why not? Because they are experienced professionals who are highly skilled, maybe even experts at what they do. You visit them because you need their help, their expertise and their advice. If you could self-medicate or solve the issue yourself you probably would be doing it already, would you not?

So why then would you consider treating a professional freelancer any different?

I recently had the opportunity to work on a corporate identity kit for two local Irish businesses.  Ireland Chauffeur Travel, a private guided tour expert, offer customised and personalised vacations and specialise in luxury custom tours of Ireland. My role to create a new identity for an existing business. This project involved the design of a new, professional logo, multiple business cards, letterhead and web banner.

I also had the pleasure of creating a new identity for Mary Gavin Hughes, the west coast of Ireland’s only female skipper and her world renowned sea angling business.  Clew Bay is riddled with hidden reefs and dotted with 365 islands, and it is around these waters that Clew Bay Angling offer deep sea fishing trips.  A business card, letterhead and compliment slip were designed to match the logo.

Landing pages buy their definition play an important role in internet marketing campaigns, traffic generation and promotion of products and services with the ultimate aim of gaining a maximum return on investment by converting visitors into buyers and customers. My goal was to create a custom landing page which would maximise the effect of the advertisement and ensure that a strong call to action would capture the visitor attention and encourage them to contact this dealership in particular.

Landing Page Design

Advertising Banner Design

The design process is not always an easy one and communication of ideas between clients and designers can often be tricky as design is somewhat subjective in nature.  To help with this, below you will find a list of topics (or the 6 D’s as I like to refer to them) to consider before contacting your chosen designer.  Answering these questions will not only help you determine what exactly it is you are looking for, but also aid your designer in gathering the necessary creative brief for the project and help them fully understand your specific requirements – so you are both essentially on the same page. This will help the project run as smoothly and seamlessly as possible and help ensure the end result will exceed your expectations.

1. Description

• How best could your current business, product(s) or service be described?
• Are you a new or established business?
• Can you specify your business goals and objectives?
• What impression would you like your business to create for customers?
• Who are your main competitors? Are you competing with others?
• What differentiates or sets you apart from your competitors? Why should clients choose your business over theirs?

2. Definition

• Who is your primary target audience? This could be based on demographics such as age range, race, gender, employment level, social & economic conditions, education, income or geographic location etc
• If already an established business, who are your current customers?
• Are you looking to keep, expand or completely change your target market?
• Who would your ideal customers or clients be?
• Which customers, if any, would you prefer NOT to target?
• What is or will be your main source of advertising? How and where would a potential client find out about your business? Newspapers, magazines, directories, print marketing materials (posters, flyers, leaflets, brochures), online (website, email, web directories etc)
• What will your potential clients be looking for from your business?
• Do you offer your target market anything that others do not? Competitive advantage?

3. Decision

• What key/buzzwords best describe your business? Trust, loyalty, dependability, traditional, established, edgy, modern, strong, professional, unique, high-tech, fun, creative, serious, corporate etc.
• What would you like your new logo/brand to accomplish? Stand out from competition, highlight a new product, upgrade the outdated image…
• What adjectives or words would you like your new logo to be described as? Funky, edgy, modern, vintage, traditional, retro, plain, simple, clean, colourful etc.
• Is there any particular message would you like your logo to convey to clients?
• Do you have an existing logo/brand? If so, why is it currently not working for you?
• Is there a unique story behind your business or business name? Family business etc.
• Is there anything specific associated with the your business that is important to emphasise?
• How would you like to be perceived by customers? What do you want your logo to say about you? What do you want your business to be known for?

4. Design

• Are there any elements you would like to see incorporated into your logo? Icons, symbols, imagery, characters etc.
• Have you any preferences with regard to typography and style? Block, heavy, light, hand drawn, script, traditional, ultra modern etc.
• Do you have a tag line/strap line or slogan for your business? If so, would you like it to be included in your new logo?
• Do you have any colour preferences or existing brand colours, which must be adhered to?
• What elements, if any, would you like to keep from you previous logo?
• What exact words/text need be included in your new logo?
• Are there any restrictions on the logo design? For instance are there any colours, symbols or imagery that you most definitely do not wish to have incorporated?
• Have you seen any other logos that you liked? What was it about them that caught your attention or why were you drawn to those in particular?
• Are there any logos that you strongly dislike? If so, why?

5. Distribution

• Where will the logo be primarily used and in which mediums? Printed materials, website, signage, vehicle, clothing (embroidery), merchandise, products etc
• Are there any production restrictions or considerations? Size? Does it need to be one or full colour, work in reversed format. If a logo needs to be branded primarily stitched onto clothing merchandise for instance, this may affect the complexity of the design.

6. Deliverables

• Is there one aspect in particular for your business which is of specific importance i.e. speed, quality or cost?
• Do you have a determined budget to work with?
• Is there a time frame or specific deadline for the project?
• Do you plan on requesting unlimited revisions?
• Will you require or like to have any other brand identity design services in addition to a logo? Business cards, letterhead, compliment slip, envelope, postcard or other?

My project brief was to create a design which was clean, easy to navigate, serious and stylish and which would seamlessly blend in with the organisation’s existing logo and colour scheme – namely red, orange and grey.   Originally I had envisioned a design which had an subtle earthy, textured look and feel to it which would tie in with the activities of the organisation itself and the history behind the name of the logo (named after the plant Indigofera disticha).  The client however preferred a more corporate, minimalist theme for their new site and were extremely pleased with the end result.

Original Website (to be re-designed)

Initial Concept

End Result

This was an exciting project to work on, and the organisation clearly shows a real understanding of the value of investment in a strong online presence.  I was glad to be apart of helping them make a difference.

In this day and age with the prevalence of the World Wide Web and various social media marketing tools, the commercial design industry has never been so competitive.  In an industry with such limited regulation, we are unfortunately beginning to hear more and more design-related horror stories.  You’ll commonly find individuals who own a computer and some software and have completed a 6-week course in “design”, marketing themselves as “professional designers”.  This you may need to be weary of!  Not only does it devalue the work of highly qualified and experienced designers, but unknowing and unsuspecting clients could be taken for a ride by amateur and often “cowboy” designers – with unfortunate consequences.

First impressions really do leave their mark so design is an essential part of any marketing campaign and a necessity to compete in a media driven world. It will determine how the public perceives you and your business and ultimately how successful your campaign will be. So finding the perfect match is vital, although it can be a little daunting if you don’t know what to look out for…

So, how do you determine if a particular designer is right for you, you ask? The answer is quite simple really…. all you have to do is a little bit of homework. The following are a few things to look for before making your decision:

1.  Specialised or Multi-disciplined?

So you need a new logo designed…The obvious choice would be to find a logo designer who specialises in logo design, branding & identity.  Sounds logical, right?  True, but this choice also has its advantages and disadvantages. While you may get an amazing logo designed, what happens when you need your logo designer to work on the rest of your marketing & promotional campaign – flyers, posters, brochures, advertisements or signage? Perhaps you will need to source another graphic designer who provides multiple services.  But then what about your website? Do you need to search for yet another specialised developer?

Well the truth not necessarily.  There are many well-balanced designers out there who have experience in many different areas and in many different mediums.  Each designer has their own skill level and style of design, so employing one multi-disciplined designer will help to maintain a consistent look and feel across all of your marketing materials, which is vital to the success of your brand.  It must be pointed out though that the term “designer” can refer to one of many specialised professions.  Not all graphic designers can code websites and not all web developers can design.  So it’s important that you do your research and find out exactly what services you require.

2. Do you like what you see?

Showcases and portfolios are how designers sell themselves so this is one of the most, if not the most important resource available for researching a designer’s skills and aptitude and suitability for the kind of work you have in mind for your project. Qualities to look for include variety, originality and whether you consider their style of the design effective or suitable for your business. An obvious question to ask yourself is do you really like their past work and was it effective?

3. Is it up to scratch?

If you’re looking for a designer, its probably because it’s out of your realm of skills or something you can’t do yourself and professional advice and guidance.  This essentially means that you are looking for a top quality designer to get the job done right, so make sure when looking through a portfolio that the designs and graphics are of a high quality and suitable for their purpose. If not, then it’s fair to say that that’s likely what you will receive also.

4.  Is The Price Too Good To Be True?

Price is often one of the biggest concerns when starting a project, so you must always be particularly cautious when receiving a quote that’s very low or very high.  There will always be designers who will charge excessive amounts for their design services, however there are just as many designers and companies out there offering design services for ‘next-to-nothing’ prices and these you also need to be weary of.  If a quote is too low it may mean that the designer may not fully understand your project requirements or may be cutting corners. I hate to say this but most times, you get what you pay for.  Take a website for example – A website can range on average from between €800 to €3,000+ depending on your functional requirements and the complexity of the project.  Choosing to proceed with a quote lower than the average scale may suit those on an extremely tight budget, but you must ensure that this quote includes the following standard requirements:

• Your website will be uniquely designed and not based on a modified or pre-existing template
• Will be visually appealing and suitable for its intended target audience
• Will be developed with clean, valid semantic code and conform to current web standards and user accessibility guidelines
• Will be search engine optimised to perform and rank well in popular search engines such as Google, Yahoo etc
• Will function well across all modern (and optionally older) browsers.

In my own personal opinion, accepting an extremely low bid may well result in a website which will lack one or more of these basic requirements.  My advice is to shop around and compare price with quality.

5.  Evaluate their Experience!

If you’re happy with all of the above points then it’s time to consider the person’s background.  Do they have much experience? Where have they worked previously? For how long?  What was their position? (director, lead designer, intern etc). Ask for a resume if need be.  What did their education entail? Have they any other skills that you might find attractive or relevant? Remember though that you want someone who can think and work creatively so don’t be discouraged if they don’t hold any degree at all. It’s the work that’s important!

6.   Do they seem interested?

You send through a project proposal and don’t hear anything for over two weeks?  This should set off alarm bells. It is important that a designer responds to your requests and queries in a timely manner where possible, so you know that you and your business are important to them. If they don’t respond to your original request, they are either too busy to work with you, are unprofessional in their work manner or simply not interested. This could be a sign of things to come so it’s best to consider another designer. Presuming they are interested, find out if they plan on building a working relationship with your for future projects.  Have they repeat clients?  This will help you to determine whether or not they will be in it for the long haul.

7. Do they understand what exactly you want?

There’s nothing worse than have a mental picture of what you want, only to get back designs that are so far from your concept that you can’t fathom what went so wrong.  A professional designer will try to ascertain your project requirements by asking appropriate questions and gathering all the information they require before commencing work.  Although you should listen to a designer’s suggestions, they also need to listen to yours and guide you on the right path.  Their job is to find a medium between your ideas and their capabilities.  That way such misunderstandings can be avoided!

8.  Do you get along with your designer?

It’s important that you take the time to talk to or even meet with your designer to ensure that you get work well together and that your personalities don’t clash before employing their services.  This may seem rather obvious, but having a good working relationship is critically important, as you will need to communicate effectively with one another to achieve the result you want.  There’s no sense in having the world’s best designer if you can’t work with them is there?

9.  Get Referrals!

There are many ways to search for a designer  such as the phonebook, local directory or an online search engine, but the truth is one of the best ways to go about it is to talk to your friends, family, colleagues and associates and ask if they’ve availed of a designer in the past or would recommend one in particular.  My advice is to ask around and be inquisitive!

Designers are the people who will be designing the face of your business so it’s important you find one that’s right for you!

Anyhow, I look forward to hearing your thoughts on future posts and if you’d like to keep up to date with my latest ramblings then subscribe to this blog using the RSS icon below this post, or the top right hand corner of this page.

I intend to use this blog to discuss all things that I find interesting about design, be they inspirational or just simply informative.  I also hope to write and post some useful articles related to graphic design, web design, web development, SEO, social media and freelancing – so if you’re interested in that sort of stuff then stay tuned…

Thanks for visiting!