Category Archives: Targeted Design

What to expect when working with a Graphic Designer

By | Concept, Graphic Design, Targeted Design | No Comments

What happens if I don’t like the design?

This is one of the questions I’m frequently asked by new prospective clients who receive my proposal and quotation (which generally outlines concept, development and 3 rounds of revisions as part of the price). I think it’s a fair question especially if you’re new to working with a designer, so here I explain how I achieve effective design for my clients. 

All clients have varying degrees of experience in writing design briefs. Marketing professionals are generally very good, whereas the owner of a small/medium business without a marketing department may not have any experience at all. Either way this shouldn’t be a barrier to receiving a great design service. Each client will have supplied some form of written/emailed brief and it’s the designer’s job to go through this and really understand what is required.

I have a list of questions I use, it covers specific campaign goals through to the number of stakeholders involved in the project and I effectively interview my client to build up a complete picture of what they want and what the design project needs to achieve.

Once I have this all in place and the client is in agreement with the brief and scope of the project, I will start the concept work. As a designer you generally come up with many ideas, but the information collected during the initial fact-finding mission will help develop good ideas into strong concepts and help decide which to omit.

I have never known concepts to totally fail when this process has been carried out correctly and  everyone has bought into and agreed the initial information and scope stages. Concepts will always need development and any designer will welcome constructive feedback, as this is what makes good design GREAT!

However, there still is a responsibility with the client to ensure they share all possible information with the designer in the beginning and sign-off on phases as they are completed. What would incur extra costs, is if a key stakeholder in the design process isn’t consulted until the final revision stage say, and they don’t like the colour/design or they wanted something completely different. Now, the chances are if they wanted something completely different, then this information did not form part of the signed off brief.

So in short, if your designer asks lots of questions and is a good communicator with good processes in place then they are likely to develop a design that is not only likeable, but works to deliver some real results for you.

I’m always happy to provide free advice, especially to new/small businesses who are new to buying design.

Graphic Design and Shopping

By | Graphic Design, POS Design, Targeted Design | No Comments

This post is a bit self-indulgent, but I think it’s worth a few words simply because it is about two of my favourite things… Graphic Design and Shopping!

Last weekend I hit the shops in Reading with a friend and I have to say it was like walking through a gardens. The shops were absolutely full of beautiful flowery prints and pastel brights, you could almost smell the perfume in the air. These items however, were not for sale, they were in fact the graphics that sat in the window displays alongside garments, accessories (otherwise know as Point Of Sale graphics).

My particular favourite was the of Oasis store, decorated with flowers and pretty bird boxes, I was compelled to walk into the store and found myself just wanting to buy something, anything! That wasn’t difficult, they have some beautiful things in there. My point though is that whilst Fashion Design is ultimately the product in this instance, don’t underestimate the power of a well executed and beautiful graphic design and marketing campaign, where the graphic design is so well positioned to the target customer that it literally picks the customer off the street and delivers them to the till, garments in hand!

I have worked in retail as a graphic designer and marketing professional, therefore I know it’s a high pressured environment where pulling stunning and practical creative design work out of the bag is relentless and the campaigns happen so fast you don’t often get a chance to appreciate the final result.

Well, I say congratulations to all the ‘high street retailer’  graphic designers out there for turning our shopping centres into urban gardens. You made me smile, oh and spend some money:) oops!




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