What to Look for When Choosing a Designer
By Jena Bright, Sr. Graphic Designer at Vivid Creative
It is said that design can make or break a brand. Keeping your collateral and branded materials cohesive and powerful while remaining memorable and effective is a large undertaking. So, how do you find a designer that you trust to be professional and communicate your brand story?
There are three main things to consider when choosing the designer that is right for you:
• Understanding the Goal
• An Adaptable Style
• Responsiveness and Quality of Response
Understanding the Goal
Imagine going on a road trip without a map or specified destination. Understanding the goal or purpose of the road trip is crucial to its success. This same principle applies to your relationship with your designer. It is important to communicate the mission, values, goals and desired audience of your business to the designer and even more important to know that your designer understands those pieces. Look for someone who is easy to communicate with and provides positive affirmation that they understand your vision for the project.
An Adaptable Style
Style plays a large role when finding a designer that is a good match for you and your product. A professional designer should have a wide and varied “style.” Their work should be appropriate to the subject matter, the individual branded piece, as well as the goals of your brand as a whole. If your brand is geared towards children, for example, you may want to find a designer with a light and playful style.
Responsiveness and Quality of Response!
Do they respond within a reasonable time frame (24-48 hours)? Are their responses short and limited in detail or well thought through as though they’re invested in the relationship and maintaining an open conversation with you. Quick, short emails or unanswered or unreturned phone calls can be a sign of future frustrations.
Thankfully, design is an obviously visual field so you have the luxury to do your research on a designer before you enter into that professional relationship. Don’t be afraid to ask to see their work and communicate your anticipated expectations up front. A little up-front research goes a long way in the success of your branded designs.
Jena, received her B.F.A. in Graphic Design from Savannah College of Art and Design, where she graduated with summa cum laude honors and had the privilege of studying branding under Massimo Vignelli. Since graduating, Jena has worked with more than 60 clients including nonprofits, marketing agencies, and a variety of startups and small businesses to help them achieve their branding goals.