Studio & Entrepreneurship

Week_01

Planning, Strategy, and Management-Philosophies, Roles and Approach.

Brief_01: Business foundations

Lecture Introduction

In this lecture, you will look at practitioner case studies exploring the following questions:

What do you think are the essential logistical and practical requirements to set up a design studio / business?
Tell us about your first studio space: How did you find your first studio?

What is the one piece of advice you can offer about running a successful studio?

Watch the lecture video below and take some time to explore the given materials. Make notes in your research journal, reflect upon these ideas, and use them as a springboard into your own investigations. Use the Ideas Wall freely to discuss, ask questions and share ideas.

Lectures and Resources

This week’s lectures were comprised of two parts; With the first instalment consisting of several case-studies, that had explored the challenges of starting a new business, and the day-to-day tasks that are faced by those running a design agency, in the current climate.

In his response,Simon Manchipp, of London based studio Someone, stated that a common mistake among younger designers is that, they pursue a career as a self-employed practitioner, before securing any clients. In his view, in order to establish a new business, you must first secure the patronage of at least one major client, if not three, in order to guarantee a secure and consistent cash-flow, into the company.

This answer, then segue-ways into the next suggestion, that being the securing of an accountant. In elaborating on this point, Simon shares with us, his own experience and the many benefits that he himself, had enjoyed, as a result of employing an accountant in the early days of the company’s existence.

Anecdotes aside, Simon then advises that the best strategy for securing new business is one that under-promises and over-delivers, as this approach allows a new business to establish a reputation for delivering the guarantees that they had outlined in their earlier pitch, to the client. He adds, that over-promising and under-delivering can cause substantial damage to a company’s reputation and pose challenges for securing clients, in the future. In his opinion, repeat business is the easiest business, and establishing a reputation for being reliable, can be hugely beneficial to a company as it strives to expand its market-share.

A similar note is struck, by Sarah Borris. One of the key areas of concern for her practice is, the management of her expenditure, specifically, allowing for the provision of an emergency fund, that can be used to secure the running of the business, in the event of unforeseen circumstance. She also adds, that it is important for independent practitioners to engage with the world around them during the work-day, and that in endeavouring to maintain a healthy work-life balance, it is a good idea for the individual concerned to establish a support network, in order to avoid becoming isolated and disconnected, from the external world.

Julian and Adrian, of Intro, speak candidly about the requirements of being a self-employed practitioner, and chief among their points is the need to be a good designer. Now, this is a definition that is subject to debate, however, I do find myself agreeing with the underlying reasoning, here. So many younger designers do have a tendency to undervalue the fundamentals of creative practice, and as a consequence have an underdeveloped understanding of what it means to be a professional practitioner.

As the conversation continues, Julian outlines the three key attributes, that he believes, make for a good designer. They are: Passion; Social skills; And a head for business. In addressing the third point, Julian goes on to say, that if the individual does not possess a good understanding of the business world, they should step aside and appoint a business manager, to govern the day-to-day operations of the running of the company.

In my view, some of the most practical advice this week, comes from Sam Winston; As a practitioner that operates primarily within independent publishing, he is well positioned to provide insight on the managing of budgets and the acquisition of new business. Two critical considerations, that many inexperienced designers do not fully comprehend and this oversight can oftentimes lead to a business failing, within the first three years of operation.

Sam goes on to say, that it is also necessary for the practitioner to evaluate their objectives. For example: To what degree, will your personal practice influence your professional practice? -This is a valid consideration, and one that I agree needs to be established. As a former self-employed Graphic Designer, I can say with confidence, one of the most challenging questions to address is: How do I integrate my personal practice into my commercial work? And in answering this question, many practitioners will endeavour to force their personal values onto their clients, which seldom leads to a practical approach to the managing of a commercial enterprise.

In summation: Much of this weeks lecture content had provided valuable insight and in doing-so, appropriately outlined the fundamental considerations for those choosing to pursue a career in business. There are a great many lessons to be observed here, and the insight provided, is both valuable and practical. Key among them, is Sam Winston’s outlining of the importance of sincerity and transparency, in dealing with clients, or potential partners. In his view, success is built on trust, and integrity is a key part of that relationship.

Workshop Challenge

How do you translate your perceived design ethos and positioning to your defined audience?

Revisit the geotagging workshop challenge from Week 2 of the Contemporary Practice module, and explore different studio philosophies through their about button and company statement.

Write an ‘about’ paragraph – an elevator pitch on either your current positioning or one you would like to establish. You may choose to take a speculative approach and envision your global dominance as a design studio superpower. Or as a more humble sole trader who works in a freelance capacity. Have your values changed since beginning the course? Is there a strategic approach your company would communicate to potential commissioners or clients?

Please consider the following in your approach:

What is the idea?
How does it work?
Why does it work?

Studio philosophies-An analysis of intent and delivery.

Baron & Baron FROM ICONS TO ICONOCLASTS. FOR OVER 25 YEARS, WE’VE BEEN TRANSFORMING BRANDS INTO BENCHMARKS THAT BOTH DEFINE & TRANSCEND THEIR TIME, THROUGH A BLEND OF CREATIVE AND STRATEGIC VISION. ACROSS OUR RANGE OF CAPABILITIES — FROM BRAND WORK TO BOOK DESIGN, PHOTOGRAPHY TO FILM, EDITORIAL TO FURNITURE DESIGN — WE EXPLORE NEW WAYS TO PUSH THE EDGE, EVER IN SEARCH OF THE FRESH, THE NEW, THE FEARLESS

Analysis: Navigating a line between the traditional tone of heritage brands and the more progressive, life-affirming messaging, that is often to be found in the mission statements of none-traditional studios, Baron & Baron have established themselves as the epitome of Neo-classicism. Choosing to embrace the punk-rock spirit of the studio’s origins, and combing it with a lust for the new, the studio excels at positioning itself as a high-end agency, that provides both experience and new perspectives. At the core of the studio’s statement is a focus on narrative, and this is clear in the choice of the wording; Which in itself possesses a lyrical elegance, that projects confidence, in the company’s vision. The “About” section, perfectly surmises the ident; Using language that evokes a sense of appreciation for heritage; Paying homage to the traditional values, that underpin the studios practice, and yet also setting out a vision, for the studio’s future.

Nelly Ben Hayoun (NBH) Studios

The Manufacturers of the Impossible

For the past 10 years, Nelly Ben Hayoun (NBH) Studios has designed experiences for you to become an astronaut in your living room while dark energy is being created in your kitchen sink and a volcano erupts on your couch.

We are an interdisciplinary ‘Willy Wonka’ design studios which devise subversive meaningful events and experiences. We work and research through film, design, music, semiotics, politics, digital and scientific practices. Pioneers in the design of experiences, our mission is to reveal meanings and power structures through experiential practices and to foster critical thinking within institutions across the world. We have consulted and worked with leading scientists, creatives, writers, brands, politicians, policy makers, musicians and engineers worldwide and we have a track record of having successfully challenged public engagement mechanics through theatrical, experiential and design practices.

We like to rethink and to question systems in education, design, distribution, communication, public speaking, politics, economics, history and sociology towards further pluralistic models which we implement in our projects.

Analysis: Nelly Ben Hayoun studios has constructed an “About” section, that seeks to establish the studio as an atypical entity, born out of a nihilistic infused attitude towards the status-quo. The statement here, is one of rebellion, underpinned by academia and an intent to challenge the accepted values of traditional thinking. The tone of the message falls somewhere, between the absurd and the journalistic; Seeking to convey the intention to both document and disrupt. The statement is a juxtaposition of wording and narrative, placing emphasis on the diligent, investigative approach of academia and the carefree, dismissive sensibility, of the cavalier.

Orphans

Innovative design, dynamic web development and full service printing with the utmost attention to detail. Supported by strong marketing skills, we forge long-lasting partnerships based on shared passion, original ideas and going above and beyond.

Analysis

Opting to keep it simple, Orphans have chosen to deliver a clear, no nonsense message, with a focus on customer service. The wording within, suggests a desire to satisfy the customer, and there is little in the way of complex narratives or conceptual thinking. This is a statement of intent that is underpinned by humility, and one that endeavours to position the company as a reliable, regional brand. In a period in which high-concept, visual-narratives and multi-disciplinary practices are dominating the industry, Orphans have made the decision to align their brand values, in opposition to the zeitgeist. And simplicity, is very much a part of that strategy, here.

About Paragraph

Engaging with the conversations, that are taking place within contemporary society, through the lens of visual-culture, seeking to establish new and exciting perspectives, through which to convey the experiences of life, in a vast and complex society. Combining traditional values with a none-traditional, visual-vocabulary, in order to explore the abstract concepts that unpin the human condition. My professional practice is rooted in analytical reflection and ambitious, in its realisation. And after twelve years of exploration and experience within commercial practice, I now seek to further push my abilities and capacity for developing new and thought-provoking narratives, in an endeavour that desires to realign the role of visual communication, in the 21st Century.

Group Discussion

Bibliography