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5 Things to Look for in a Design Firm or Ad Agency
By Jeff Kear
by Jeff Kear © 2004
Creative Director, www.myicondesign.com
Thinking about hiring a design firm to create your logo design, stationery, Web site or any other marketing materials?
Then take a step back and ask yourself this question … How can a design firm help my business?
Ideally, a design firm can create a professional image for your business that:
· Effectively communicates the essence of your business in one glimpse
· Clearly expresses your core message to your target audience
· Differentiates you from your competitors
· Increases awareness of your business in the marketplace
But how can you be sure the firm you choose will create designs - logo design, brochures, sales sheets, etc. - that work for your business?
Although there's no black-and-white answer to this question, here are a few things you should keep in mind to help you narrow down the firms you are considering.
1. How experienced are their designers?
As in most other industries, experience is king in the design world. Experienced designers have a deep knowledge about the right motifs to use for certain industries, the best colors for attracting the eye when it comes to company colors and business logos, what fonts are easiest to read, how to properly arrange graphical elements and hundreds of other important details.
A good rule of thumb is to make sure the designers and creative personnel working on your project each have at least 5 years of professional experience developing designs and materials for businesses in a variety of industries.
2. What is the quality of their previous work?
A firm's portfolio of work can quickly show you the level of ability of their designers. Most online design firms display samples of their work on their Web site; be wary of those firms that do not.
When you are browsing through portfolios, look for designs that are clean (that is, not busy or cluttered), original (not copies of well-known logos or clip art), easy-to-read and clearly define the companies featured. And keep an eye out for appropriate use of color.
3. What is their experience across many industries?
When you're reviewing a firm's portfolio, also look for experience across a number of different industries; this breadth of experience is proof of the versatility of the design staff.
A firm having such broad experience is likely to have already produced logo designs and other graphics for companies in your industry. Even if they have not, their breadth of experience gives them a leg up on firms lacking such experience.
4. What do their customers say about them?
An experienced, reputable design firm will have many customers that are happy to attest to their high quality of service. Read through a firm's client testimonials, case studies and anything else on their Web site that might provide insight into a firm's success in serving actual clients.
If you want to be even more certain about a firm's reputation, call them and ask if they could provide references, and then contact these references and ask about their experiences and the quality of the work performed.
5. Can I trust them with the image of my company?
This is the most important question to ask of a design firm, and although it is a subjective one, it is essential that you are able to trust the firm you eventually choose.
How do you know if you can rely on them to create the designs you need? Read through their Web site, call their offices, speak with their staff, ask many questions and trust your instincts.
Remember that image extends beyond your logo design to all marketing materials, so look at all the different types of materials the firm has produced so that you know they're capable of working in all mediums (print, Web, etc.).
After some cursory research and a few phone calls, you should be able to find a few firms that fit your needs to a T.
About the Author
Jeff Kear is Owner and Director of Client Services for myICON Design (http://www.myicondesign.com). In his decade-and-a-half in the industry, Jeff has created revenue-generating advertising and design for nationally recognized brands such as Budget, MetLife, Moosehead Beer, Qwest and Toyota. In addition to working for design firms and ad agencies, he has served as a marketing and communications specialist at Fortune 500 companies and holds a master's degree from the University of Maryland.
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