Workshop 3 - The Business of Design

Slide:
2. 

• Uk Economy
• long term view 
• multicultural in every social measure eg. visual, economical

3. 

• goods - information all way to product services or products that they offer
• common characteristics - audience, global position

4.

• Primary
• harvesting of resources
• food/material/minerals
• can't exist without the industries

5.  

• Secondary
• manufacturing of these resources
• processing the raw materials into marketable things

6. 

• Tertiary
• service primary/secondary sectors
• distributing/ movement of those products/materials
• admin/feeding etc.
• structures/services

7. 

• Quaternary
• intellectual activities
• education/gov/law
• enhacing & develops

8.

• Artificial to an extent
• Driven by need

9.

• design decisions on sector audience
• identify who else is out there
• whos the competetion
• current market and trends
• possible clients
• what aren't people doing
• gaps in the market
• relationship between sectors - survive off each other
• see where the money is

10.

• service industry 
• creative industry with in it
• sell lifestyle/brand
• generate things in to society

11.

3 sectors

• Public sector
• basis gov./state/public services
• paid by taxes
• varies in country

12.

• free in the point of delivery
• can't be excluded if you don't pay
• benefit whole society

13.

• lots of departments in government
• manage this sector

14.

• Private
• not controlled by state
• non for profit
• most jobs are held
• biggest employer
• different in country eg china is state run

15.

• private enterprise and investment
• personal and corporate sector
• profit driven

16.

• Third
• not for profit
• charities/volunteers
• indicator of how healthy economy is

17.

• Service industry 
• creative services all of those

18. 

• not about creative practice
• economic activity behind it
• use your skill/hobby for society and make money

19. 

• sub-categories
• creative outputs as there core production break down even more and feed into one another

20.

• becoming one of the significant ares of the sectors

21.

• Going up in the industry
• driven by new blood going into it

22.

• Structure of companies
• own studio - focus/services on design
• big companies have own design departments
• freelance - self-employed - different contracts

23.

• 6 key areas of disciplines
• cross fertilisation between them

24.

• our main focus in based
• solving problems with type/image/motion

25.

• 50% worked across both
• services all sectors

26. 

• supported/monitored by organisations
• look after our interests

27.

• Creative England
• never working individual
• always a collaboration
• eg. printers/clients etc.

28. 

• Education side

29.

• Human rights/ethical/rights

30.

• where is the money from?
• treasury/civil service 
• separate from government
• the policies and decisions has to go through them to separate fairly

31.

• other directions of money
• interest groups
• organisation help you to get support

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Study Task 3 - What is Industrial Experience?

• What is Industrial experience?

Industrial experience is:

• you understanding and being active within the creative industry
• being in communication with creative people
• learning through practical activity
• creating a foundation to your areas of interest in design
• networking online and gaining business contacts

business connections - http://uk.linkedin.com

creative networking - http://www.meetup.com/C-I-N-G/

• What can you learn from industrial experience?

You can learn:

• what scale of business you want to work within eg. small group studios, freelance, large company system
• where your work and ambitions fit into the industry
• how to communicate with working professionals and printers
• the financial costs to designing and being hired
• how to present yourself to different companies

freelance - https://www.elance.com

Creating and communicating yourself to companies/clients -

“For corporate communications consultant Megan, a new brand identity increased the visibility of her business, along with its value. Aligning Megan’s primary planning, training and writing services under a single descriptor — ‘communication strategist’ — clarified her capabilities. Using language and typography to design an innovative logo reflected Megan’s personality. The result was some of the ‘The Year’s Best Work’, according to industry publication, Australian Creative.”

http://www.logodesignlove.com/megan-sheerin#

• What form/format could industrial experience take?

The different form/formats it can take are:

• studio visits
• live briefs or competitions
• online networking in the creative/business sector
• freelance work
• exhibitions and galleries

http://www.talenthouse.com

http://www.dandad.org

http://www.londondesignfestival.com

• What areas of industry are you interested in?

The areas of the industry I am interested in are:

• packaging
• branding and identity
• film and animation
• publications
• interior graphic design 

http://www.septemberindustry.co.uk/editions-of-100/

http://emeyele.com/projects/serrajordia-taller-de-pa.html

http://www.graphicadisplay.co.uk/window-graphics-and-retail-window-displays.html

http://manualcreative.com/projects/proxy/

http://jhelmuth.com/jansonBook.html

• What are your concerns about industrial experience?

My concerns about industrial experience are:

• Is my work good enough to show professionals?
• How do you talk to them?
• Finding time to go to studios/events etc.
• How can you find out about opportunities or do you go make them yourself?
• What if its abroad and in term time?
• Being taken seriously as a designer

Industrial experience comes in many forms of learning by first hand involvement of an activity within the area of interest. Graphic design experience of the industry can be by networking online or in person with creative people or actually seeing or working within a design business. My own industrial experience as of present is very little but I hope to expand what small amount I do have over the course of the year. My aims for this year to get a true understanding of the different business types such as freelance, small and large scale companies as well as the different sectors such as brand and identity, motion graphics work within different companies and areas like film production. I'd really like to enter some competitions, look around studios and do some work for small businesses possible. I feel these actions will really give a good range of industrial experience and will allow me to me comfortable and confident with working in the live industry instead of the studio.

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Workshop 2: What is Industrial Experience?

Individual 10 questions about industrial experience:

1. What is classed as industrial experience?
2. When is best to tart gaining experience?
3. How do you approach people?
4. Do you need to have contacts?
5. how long should you do it for?
6. Where can you find out about opportunities?
7. Do you watch or join in?
8. Where can you find companies in your areas of interest?
9. Would you get paid?
10. What if its abroad?

Top 5 questions from the small group:

1. How do you work out your rates and how to price jobs?
2. What mistakes do people make when they go to studios?
3. How do you contact people and what should you say?
4. How do you go about working freelance or setting up your own studio?
5. What if a visit/placement is in term time/abroad and how do you budget for them?

Large group response - 8 questions from all the groups:

1. How do you present your portfolio?
2. What mistakes do people make?
3. Whats the best way to contact them?
4. How do you get it? (overseas)
5. How do you charge/get paid?
6. Whats best big/small studios?
7. How do you make the most of it?
8. What is expected of you?

Who can answer these questions?

1. John, studio, you
2. 3rd years, graduates, John, studio
3. Studio
4. Who it is - understanding them
5. John/not just financially-way up experience
6. Depends on what you like - only no from trying
7. Doing it - ask to do things
8. Skilled, polite, enthusiastic

Small group response:

What form can industrial experience take?

• Visits to studios/printers/presses
• Research/industry related reading
• Placements to studios
• Lectures/visiting professional talks
• Speaking to professionals/studios
• Speaking to past students
• Doing work to send into the industry
• Live briefs/competitions/D&AD
• Working for a client
• Going to events (eg.Print fest)
• Going to exhibitions
• Online networking
• Getting business support
• Trade events

How do we get industrial experience?

• Contacting studios
• Networking with people in the industry
• Having qualities like being confident, organised, polite etc.
• Making contacts

Large group response:

What form can industrial experience take?

• internship
• live briefs/competitions
• visiting professionals
• freelance work
• networking (online/person)
• going to events (print festivals/D&AD talks)
• exhibitions
• visiting studios
• business support
• research? use it to get you experience
• work placement

not just going into studios and working - other sources to gaining experience in the industry

How do we get industrial experience?

• direct contact with studios
• requesting samples
• tailoring your portfolio
• professional/creative networks eg. linked in
• appropriate places
• ask for feedback - rejection
• confident & professional

Small group response:

What you get from it?

• experience
• knowledge
• confidence
• contacts
• clearer understanding
• future opportunities
• learn to apply your skills
• communication skills
• enjoyment
• money
• learn where you fit in the industry

What you need to get it?

• confidence
• contacts
• consistency in your work
• time management
• organisation
• articulate skills
• professionalism
• work hard
• clear idea of what you want
• passionate
• patience
• will power
• thick skin

Large group response:

What you get from it?

• clear direction of your practice
• different perspective on what you want to do (ambitions/opportunities)
• confidence in your professional self
• contacts & (in) fame
• learn from mistakes
• job
• enjoyment - THE BUZZ
• skill development

What you need to get it?

• commitment
• confidence
• professionalism
• portfolio of work
• samples of work
• online presence
• knowledge of company
• design identity
• business card
• C.V. - creative/digital etc.

Workshop 1: Fields of Interest in Graphic Design

In a group of 5 we brought together our individual 10 images and from these formulated a list of categories they could fall into with the industry:

1. hand rendered illustration
2. digital illustration
3. children's illustration
4. hand rendered type
5. digital type
6. branding - retail
7. screen print
8. book overs
9. publications
10. editorial - fashion
11. food and drink packaging
12. collage
13. photo montage
14. board design - sport
15. sport equipment branding
16. fashion advertising
17. paper craft
18. pattern design
19. textile design
20. magazine layout
21. album artwork
22. music promotion
23. music packaging
24. interior design
25. letterpress
26. embossing
27. travel books
28. mixed media
29. industrial packaging
30. beer promotion
31. corporate identity
32. gift wrap
33. stationary
34. book binding
35. stamps (inks)
36. fashion illustration billboards
37. advertising
38. window displays
39. restaurant interior
40. restaurant branding
41. web design
42. apps
43. hair and beauty packaging
44. hair and beauty branding
45. educational
46. health care
47. animation
48. motion graphics
49. info graphics
50. photography
51. installations
52. instructional manuals
53. decorative packaging
54. bakery/confectionary packaging
55. business cards
56. exhibitions
57. invitations
58. alcohol promotion
59. card design
60. wrapping paper
61. wallpaper design
62. backdrops
63. quilling
64. experimental type
65. belly bands
66. posters
67. music magazines
68. fashion magazines
69. independent work
70. book design fiction

Questions to answer on our top 10 images that showed a breadth of graphics

1. Who is the client?
2. Who is the intended audience?
3. What is its function?
4. What is the budget?
5. Where is it from?
6. Who is the designer/studio?

1. Audience and Client - The audience the ones who they are producing work for as they will be the consumers who purchase but the clients don't have anyone to answer to respect to this piece and design it on the basis of personal choice and aesthetics.

2. Home owners/ 'great for both kids and kids at heart.'/owl lovers/people you appreciate handcraft/ people who appreciate vintage/modern print design

3. To decorate the home interior

4. Low budget of recycled paper and non toxic inks

5. Online shop/Long Beach, CA studio

6. Sass & Peril - Shannon Kennedy & Cesar Fernandez

1. Jane Mayle - clothing company headed by model turned designer
2. Young females who are into wearing high end fashion/people with expensive taste/fans of the models
3. To label clothing/represent the clothing brand/to increase the quality of the brand/appear high end fashion/form an identity
4. Budget appears quite low, not a major famous company and only a few products were created to circulate across the brand including minimal packaging, clothing tags and a flyer. 
5. America - New York - Noho
6. David J Weissberg

Venetia Scott — margaret howell s/s 09

1. Who is the client?

Margaret Howell

2. Who is the intended audience?

High stature and longevity in the fashion industry, known as being the queen of minimalism, so men and women who know their stuff when it comes to fashion, who have money to spend. Her designs are known for being fundamentally masculine and are chosen by those who already know and love the brand. Margaret Howell doesn't try and compete with the high street, so high cost is to be expected.

"I've never felt the need to express femininity in the archetypal feminine way."

3. What is it's function?

To promote and advertise Margaret Howell's designs, displaying pieces from her collection. It also has to represent what she is about, and what to expect from her line of clothing. It must express her love for minimalism, androgyny and sharp cuts.

"I think I was filling a gap, making something contemporary and current in very good quality that wasn't over-designed."

4. What is the budget?

Venetia Scott has built up an extremely impressive portfolio, working for Vogue, i-D, Another Magazine, Dazed & Confused, A.P.C, Margaret Howell and even alongside Marc Jacobs. This mixed with the fact that Margaret Howell has had a strong presence in the fashion industry for nearly four decades, with what would be classed as a high quality brand, would lead to what would be assumed to be quite a high budget. 

5. Where is it from?

British designer and photographer, both based in London

6. Who is the designer/studio?

Margaret Howell clothing, Venetia Scott styling and photography

1. Who is the client?

Comme des Garcons

2. Who is the intended audience?

Experimented with an avant-garde audience. Both men and women with a keen interest in the fashion industry, that are wanting to look good at a high price. Comme des Garcons is extremely popular amongst celebrities, including Mary-Kate Olson, Kanye West, Chloe Sevigny and Karl Lagerfeld. 

'The Comme des Garçons retail experience was ahead of its time, encouraging spending through a stage-managed atmosphere that wasn't pretty or luxurious in any traditional sense; the raw floorboards and industrial racks were part of the intellectualised message.'

3. What is it's function?

Not to just sell the brand, but also to sell the 'image' of the brand itself. It is there to portray the personality and thoughts behind the label. 

 Kawakubo's stance as a champion of dissent: "The majority, is always wrong."

4. What is the budget?

High end, high cost.

5. Where is it from?

Comme des Garcons based in both Tokyo and Paris. Total management based in both New York and Paris.

6. Who is the designer/studio?

Designer Comme des Garcons, studio Ronnie Cooke Newhouse – Stephen Wolstenholme from Total

Total Management is a creative agency representing some of the most established and emerging photographers, stylists, and creative directors working in the fashion and design industries today.

1.Who is the client? 

Warren Ellis (author)

2. Who is the intended audience? 

Potential readers of 'Gun Machine.' Fans of action crime novels.

3. What is it's function? 

To promote the book and make people want to buy it. To put across the style of the book in order to attract the correct audience.

4. What is the budget? 

Because Warren Ellis is an author of critical acclaim, this would suggest that the budget for this cover would be slightly higher than a less know writer. Although, book covers are also a mass produced item so the cost would also need to be low enough to print a lot cheaply.

5. Where is it from? 

New York

6. Who is the designer/studio? 

Oliver Munday

1. Who is the client? 

Kaleid, arts and culture magazine

2. Who is the intended audience? 

Readers of Kaleid

3. What is it's function? 

To create an appealing design to put across the content.

4. What is the budget? 

This publication focuses on fashion, arts and culture which are quite high brow topics and would suggest a higher budget than say something like a celebrity gossip magazine. It would also be quite a selected readership so less copies would need to be made, again suggesting a higher price.

5. Where is it from? 

London

6. Who is the designer/studio? 

Aidan Stonehouse

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