Will Work for Respect
How to Select a Creative Partner
In the process of choosing a design firm or advertising agency, it can be difficult to ascertain competence. So organizations, through an RFP process, will sometimes solicit creative or strategic thinking up front. (It’s called “working on spec,” mostly because “working for free” is somewhat less inspiring.)
In effect, respondents are charged with coming up with solutions, and the organization decides which of those solutions best solves its particular problems. One lucky winner gets the project while the rest of the participants are uncompensated for their work.
Which, when you think about it, isn’t all that different from telling a chef you’re going to need to sample his orecchietta (and, while you’re at it, some of the squab terrine) before you commit to dinner.
In other words, it’s wrong.
That’s been our position since we started back in 1988 – a position that’s aligned not only with the AIGA (a 96-year-old association of more than 22,000 design professionals, educators, and students), but also with the longstanding ethical standards held by the communications design profession worldwide.*
Why? Because our clients deserve appropriate and responsive work. If we can’t get inside the problem – if we can’t fully understand your audience, your needs, your expectations – we can’t solve it for you. Nobody can.
And, of course, as capable and professional designers, we don’t work for free.
So. Back to the problem. How do you determine whether a firm is experienced enough to handle your project, competent enough to manage it effectively, and creative enough to deliver real results? Glad you asked.
*Learn more about speculative work here.
Articles
The Apple Core vs. Linear Logic
Coming of Age of Corporate Anthropology
Why We Love Milton Glaser
You Talking to Me?
Identifying, Understanding and Remedying Brand Gap
Up Close and Personal in Banking (environmental graphic design)
What's in a Name?
Organizations
American Institute of Graphic Arts (AIGA) – the oldest and largest membership association for professionals engaged in the discipline, practice, and culture of designing
Corporate Design Foundation (CDF) – a nonprofit education and research organization, was to improve the quality of life and the effectiveness of organizations through design
Design Management Institute (DMI) – an international nonprofit organization founded in 1975 to heighten awareness of design as an essential part of business strategy
Society for Environmental Graphic Design (SEGD) – an organization providing resources for design specialists in the field of environmental graphic design, architecture, and landscape, interior, and industrial design
Publications
Communication Arts – since 1959, the largest design magazine in the world, showcasing the top work in graphic design, advertising, illustration, photography and interactive design
Graphis – the International Journal of Visual Communication, first published in 1944 in Zurich, is the premier publication covering graphic communications worldwide
How – provides graphic-design professionals with essential business information, covers new technology and processes, and profiles renowned and up-and-coming designers
Peter Miller Architectural & Design Books and Supplies – the best and latest books on art, architecture, and design: exhibition catalogues, monographs, and reference titles
Print – a bimonthly magazine about visual culture and design, covering the field of communications as it documents and critiques commercial, social, and environmental design
How to Select a Creative Partner
In the process of choosing a design firm or advertising agency, it can be difficult to ascertain competence. So organizations, through an RFP process, will sometimes solicit creative or strategic thinking up front. (It’s called “working on spec,” mostly because “working for free” is somewhat less inspiring.)
In effect, respondents are charged with coming up with solutions, and the organization decides which of those solutions best solves its particular problems. One lucky winner gets the project while the rest of the participants are uncompensated for their work.
Which, when you think about it, isn’t all that different from telling a chef you’re going to need to sample his orecchietta (and, while you’re at it, some of the squab terrine) before you commit to dinner.
In other words, it’s wrong.
That’s been our position since we started back in 1988 – a position that’s aligned not only with the AIGA (a 96-year-old association of more than 22,000 design professionals, educators, and students), but also with the longstanding ethical standards held by the communications design profession worldwide.*
Why? Because our clients deserve appropriate and responsive work. If we can’t get inside the problem – if we can’t fully understand your audience, your needs, your expectations – we can’t solve it for you. Nobody can.
And, of course, as capable and professional designers, we don’t work for free.
So. Back to the problem. How do you determine whether a firm is experienced enough to handle your project, competent enough to manage it effectively, and creative enough to deliver real results? Glad you asked.
- Take a look at their previous work. Sure, it’s all eye candy, but you’ll at least get an idea of what they can do.
- Check references. Nobody seems to do this anymore, but it’s one of the easiest ways to learn something about a firm.
- Put together a written overview of your needs. In it, ask for details about how candidates would meet those needs, including anticipated processes, cost estimates, and scheduling.
- Make an effort to meet them. You know...in person. You’ll probably get a presentation and everything. If you do, don’t be afraid to ask a lot of questions. You’ll be surprised at how much you can learn.
*Learn more about speculative work here.
Articles
The Apple Core vs. Linear Logic
Coming of Age of Corporate Anthropology
Why We Love Milton Glaser
You Talking to Me?
Identifying, Understanding and Remedying Brand Gap
Up Close and Personal in Banking (environmental graphic design)
What's in a Name?
Organizations
American Institute of Graphic Arts (AIGA) – the oldest and largest membership association for professionals engaged in the discipline, practice, and culture of designing
Corporate Design Foundation (CDF) – a nonprofit education and research organization, was to improve the quality of life and the effectiveness of organizations through design
Design Management Institute (DMI) – an international nonprofit organization founded in 1975 to heighten awareness of design as an essential part of business strategy
Society for Environmental Graphic Design (SEGD) – an organization providing resources for design specialists in the field of environmental graphic design, architecture, and landscape, interior, and industrial design
Publications
Communication Arts – since 1959, the largest design magazine in the world, showcasing the top work in graphic design, advertising, illustration, photography and interactive design
Graphis – the International Journal of Visual Communication, first published in 1944 in Zurich, is the premier publication covering graphic communications worldwide
How – provides graphic-design professionals with essential business information, covers new technology and processes, and profiles renowned and up-and-coming designers
Peter Miller Architectural & Design Books and Supplies – the best and latest books on art, architecture, and design: exhibition catalogues, monographs, and reference titles
Print – a bimonthly magazine about visual culture and design, covering the field of communications as it documents and critiques commercial, social, and environmental design