What is it you do again?
Until recently I worked in a design studio. I was one of a bunch of experts in design. Graphic design to be exact.
When I'm in social situations and people ask me what I do and I say "I'm a designer" they often say "Oh, what of?" followed by some sort of helpful guess like "fashion?" (to which my internal voice replies "Seriously? are you looking at me?") I go on to explain that I'm actually just a graphic designer in a design studio and, to those who haven't now sidled off to talk to someone more interesting, this is now perfectly clear. Cheers, I'll have a Peroni.
Yet, in the business world there still seems to be a grey fog of uncertainty about what exactly it is that we do.
A design studio is a creative node. It's the place where beautiful things are created. Where life is breathed in to ideas. It's not, however, usually equipped to be a full-service marketing agency. We're the visual guys. We make what the marketeers dream up look good. Yes, there is natural overlap with marketing and yes, we do have a lot of transferable skills, but we're not resourced for the wider capabilities and responsibilities of a full marketing campaign. Nor do we possess a rooftop terrace populated with young advertising hotshots dreaming up the next paradigm-shifting 'disruption'. We have, in the past, booked media, we have had input into marketing strategy, but these things exist outside our core strengths. (And don't get me started on PowerPoint).
Yet these skills and responsibilities can frequently be expected by new clients. How we solve these problems and still deliver a successful result for the client is often the difference between a fruitful new relationship or a brief, torrid encounter which leaves a nasty taste in everyone's mouths.
I suppose the democratisation of technology is partly responsible for this. In my decade-and-a-half as a professional designer, I've seen a shift in a client's perception of what goes on in a studio go from it being a wondrous thing to behold and tantamount to witchcraft, to, at it's worst, an "is it not finished yet? oh just give me the files I'll take it from here myself at home" attitude. Fortunately, by learning my craft thoroughly and doing my job as well as I'm able, this has been a unique event in my career.
“The sobering fact is this – we’ve lost our mystique.”
In the same way that the ubiquity of cameras has made everyone a photographer, the availability of powerful and affordable design tools has now made those with the perseverance a designer too.
And often, they can make a pretty good fist of it. We have to be able to find away to thrust ourselves apart from this highly capable new competition.
I realise that this article is a tad rambling and unfocused, but it's my first go, so don't be mean.
Next time, I might share some thoughts about my new and exciting journey into the world of social media marketing and how, as a 40 year-old, I'm fighting back irrelevancy. Now if you'll excuse me, There's an interesting programme on Radio 2…
First published on LinkedIn, August 26 2016