I founded my design agency, We Design, in 2009, which means we’ve been in business for over 15 years. And for me personally, it’s been a lot longer. In fact, I started out as a junior designer back in 1997, so I’ve got over 25 years of experience under my belt. And in that time, I’ve learned a lot about why some projects are effortless, and others stall or fail.
Today, I want to share the 10 most important lessons I’ve learned over 20 years in designing and launching successful brands.
1. Look for an agency that shares your aesthetic
Paul Rand – famous for creating logos for major American corporations like IBM and UPS – once said, “Design can be art. Design can be aesthetics. Design is so simple; that’s why it’s so complicated.”
Design means different things to different people.
That’s why if you’re commissioning design work, it’s important to study the agency’s style and view their portfolio. Small studios will have a preferred aesthetic, and it will be obvious from their work. Work with people whose style you love rather than convince someone to design in a style that’s not natural for them.
2. The highest price doesn’t always equal the best results
Let’s face one of the biggest issues in our industry – how much does design cost?
Generally speaking, prices are all over the place. Some designers or agencies charge ten times more than others. And it’s natural to think that the studio charging the highest rates will deliver the best outcomes. But it doesn’t always work like that.
It may be that an agency with lower rates has a style that aligns more closely with what you’re looking for. I recommend getting 5-10 quotes, rejecting the two extremes, and chatting with a few agencies to see who you connect with best. Trust your gut on this as a good personal relationship will lead to better results.
3. You need a razor sharp brief
“I’ll know when I see it”
“Make it pop”
“Jazz it up”
“Do your magic”
Nope. These are all red flags that a brand has no clear direction and unless that’s defined, the project is doomed to fail.
Design exists to solve a problem; without that problem being understood at the start, your solution will be like a shot in the dark. I’ve written more about how to write a killer brief in my previous article. Explain exactly what you don’t like and what you like. Be precise and direct. Provide more references if needed. Design is a collaborative process between the client and the designer.
4. Avoid ‘design by committee’ at all costs
Great design is born from great ideas. And great ideas come from collaboration and brainstorming. But too many people in the design process is never a good thing.
When one person wants it hot and the other wants it cold – the result is lukewarm. In other words, mediocre work that kind of appeals to everyone but that nobody really loves.
By all means, listen to all opinions but never try to please everyone. The only criteria should be whether it meets the needs of your ideal audience and your business goals.
5. Always test with your target audience
Why do you want a new logo? Why are you working to develop your branding? There’s just one answer: for your audience. So everything you do as part of your project has to have the audience at the heart of it all. So how do you know if a design speaks to your audience? It’s simple: ask them. It doesn’t have to be quantitative research. Ask a few uninvolved people from your audience to share their opinions. Ask open questions. It’s an exploration. You might be surprised.
6. Don’t rush the creative process
Deadlines are important. But designers need time to create and come up with solutions. Let the subconscious do its work. An idea might pop-up at the most unexpected moment.
Remember to also give yourself some time before providing feedback. First impressions are only sometimes correct, and you might find yourself changing your opinion after a few days, or after discussing design with other people. Don’t rush into conclusions.
7. Keep emotions in place
Emotions can – and do – run high in the design world. Design is personal and subjective. There are egos involved. Every emotion under the sun may appear, from excitement and passion to disappointment and even anger. I always advise my team – and my clients – to try and keep their emotions in check for the sake of the project.
It’s important to stay calm and open-minded. Sometimes, a design may not be what you were expecting. Or what you’d imagined in your head. But before saying ‘no’ straight away, consider what’s in front of you. Discuss it calmly and give yourself room to be convinced. Likewise, it can be disappointing when a client doesn’t like your design, but listen to their reasoning – they might be right.
8. Don’t force it
Although being open-minded is important, it’s also OK to part ways. You need to be on the same page from the start. If there are big differences of opinion about the project at the beginning of the process, they won’t go away, they’ll only increase with time. The professional approach is to part ways and look for a better match.
9. Consistency is key
I believe that designs work best when it’s being kept consistent across all channels, purposes, and uses. All too often, I’ve seen designs become watered down over time, with the branding today almost unrecognisable from what was originally delivered. Brand consistency is hugely important, so I recommend asking your designer about brand guardianship, especially if you commission others for design work.
10. We are always growing
And finally, the most important lesson I’ve learned in my 20+ years in branding? There’s no such thing as a ‘finished form’ for designers, for brands and for humans.
We are always learning and growing, and we grow more by working together. Collaborating with clients over many years to make every project better than the one before has been some of the most rewarding work we’ve done at WeDesign. And I hope to have many more relationships like this for the rest of my career, and my life.
Thank you for reading!
If you have any comments or article suggestions drop us a line at studio@wedesign.pl