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Dave, Dusted and the Business of Design – A short lecture given to undergraduates at the University of Westminster’s faculty of Media, Arts & Design

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This is the basis of a short lecture given to undergraduates at the University of Westminster’s faculty of Media, Arts & Design – a degree course I graduated from back in 1992.

Based in Harrow, the Graphic Communication Design is a well-established and broad-based course aimed at encouraging creativity, individuality and personal growth through the study of graphic communication design. The emphasis is on the application of skills to develop ideas and present information in ways that are engaging, meaningful, useful and worthwhile.

The presentation covers a bit about me, my career milestones and the founding of Dusted – a creative branding and digital communications business working with B2B and B2C clients across the world. The presentation covers 10 Top Tips for graduates looking for employment within the design industry, rounding off with a brief look at the business of design, citing data from recent industry surveys.

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Dave, Dusted and the Business of Design – A short lecture given to undergraduates at the University of Westminster’s faculty of Media, Arts & Design

  1. 1. 1 086 Hello.
  2. 2. 2 086 3 Things.
  3. 3. 3 086 Me, You& Design.
  4. 4. 4 086 Me, You& Design
  5. 5. 5 086 Me. Don’t you know who I am?
  6. 6. 6 086 1992 Graduated Graphic Information Design Me Bit of background
  7. 7. 7 086 Me Bit of background 1992 Graduated Graphic Information Design
  8. 8. 8 086 1992 Graduated Graphic Information Design 2 years First job Dorling Kindersley Multimedia Designer Me Bit of background
  9. 9. 9 086 2 years Better job First Information Group Multimedia Designer Me Bit of background 1992 Graduated Graphic Information Design 2 years First job Dorling Kindersley Multimedia Designer
  10. 10. 10 086 Me Bit of background 1992 Graduated Graphic Information Design 2 years First job Dorling Kindersley Multimedia Designer 2 years Better job First Information Group Multimedia Designer 8 months Wrong job The Automobile Association Multimedia Designer
  11. 11. 11 086 Me Bit of background 1992 Graduated Graphic Information Design 2 years First job Dorling Kindersley Multimedia Designer 2 years Better job First Information Group Multimedia Designer 8 months Wrong job The Automobile Association Multimedia Designer 4 months Short job Nucleus Senior Designer
  12. 12. 12 086 Me Bit of background 1992 Graduated Graphic Information Design 2 years First job Dorling Kindersley Multimedia Designer 2 years Better job First Information Group Multimedia Designer 8 months Wrong job The Automobile Association Multimedia Designer 4 months Short job Nucleus Senior Designer 2 years Great job Addison Senior Designer
  13. 13. 13 086 Me Bit of background 2 years Worst job Addison Digital Director
  14. 14. 14 086 Me Bit of background 2 years Worst job Addison Digital Director 2 years Tough job Wallop! Owner
  15. 15. 15 086 Me Bit of background 2 years Worst job Addison Digital Director 2 years Tough job Wallop! Owner 10 years Perfect job Dusted Director and Co-Founder
  16. 16. 16 086 Me Many clients
  17. 17. 17 086 Me Many clients
  18. 18. 18 086 Me Many clients
  19. 19. 19 086 Me Bit about Dusted Thinking applied Creative branding and digital communications: From ‘big strategic idea’ through to nitty gritty detail.
  20. 20. 20 086 Me Bit about Dusted Experienced Director led approach: Access and continuity (WPP, HAVAS, BBC, EuroRSCG and BSKYB) Thinking
  21. 21. 21 086 Me Bit about Dusted Established Trading for over 10 years: Tested processes, systems and support. Thinking Experienced
  22. 22. 22 086 Me Bit about Dusted Trusted We earn our stripes: Passionate team able to offer insight and joined- up thinking with in-house digital skills. Thinking Experienced Established
  23. 23. 23 086 Me Bit about Dusted Service Focused on traditional client service and best practice project management. Thinking Experienced Established Trusted
  24. 24. 24 086 Me Bit about Dusted Located International commerical perspective: UK, EU & US (Central London HQ and North Hampshire base). Thinking Experienced Established Trusted Service
  25. 25. 25 086 Me Bit about Dusted WEBSITES What we do
  26. 26. 26 086 Me Bit about Dusted WEBSITES CONTENT MANAGEMENT SYSTEMS Brand-led, fully integrated communications DIRECT MARKETING PRINTED COLLATERAL CORPORATE COMMS PARTNERS & SPONSORS SEARCH, SOCIAL & SEO SOCIAL MEDIA MANAGEMENT EVENTS & EXHIBITIONS ADVERTISING
  27. 27. 27 086 Me Bit about Dusted Discover Strategy Creative Technical Management
  28. 28. 28 086 Me Bit about Dusted Discover DefineStrategy Creative Technical Management
  29. 29. 29 086 Me Bit about Dusted Discover Define Design Strategy Creative Technical Management
  30. 30. 30 086 Me Bit about Dusted Discover Define DesignDevelop Strategy Creative Technical Management
  31. 31. 31 086 Me Bit about Dusted Discover DefineDeliver DesignDevelop Strategy Creative Technical Management
  32. 32. 32 086 Case study Bit about Dusted
  33. 33. 33 086 800GWh £44M 98% Supplied to schools and businesses The value of energy managed on behalf clients Customer retention rate Case study Zenergi
  34. 34. 34 086 Case study Zenergi
  35. 35. 35 086 supplier appetite, competitive offers, price transparency, reduced administration burden and budget security . If you have a larger consumption and are either a commercial or large organisation that has an appetite for risk with all costs channelled into one budget we also provide strategy execution, bespoke flexible contracts and Value at Risk (VaR) performance products. With our support, you can be sure that we will provide a solution that meets your needs, whether it is managing risk, budget certainty, corporate responsibility or other drivers to deliver the result you need. A typical process for any potential new customers is set out in the example below: • Product requirement assessed. Fixed or Flex, inclusive or pass through, in advance or after the event • OJEU compliance assessed • OJEU notice submitted if required • Options to enable you to make an informed choice See our services > Dark Palette This palette is the main palette for all communications. Supporting Palette The logo is supported by this palette of colours which help for use with the energy orbs. DARK BLUE Pantone 303c C88 M72 Y49 K56 R0 G49 B69 Positive energyPositive energy BRIGHT ORANGE Pantone 151c C0 M60 Y100 K0 R255 G132 B0 BRIGHT GREEN Pantone 368c C58 M2 Y100 K0 R119 G188 B31 Positive energy BRIGHT BLUE Pantone 639c C100 M20 Y10 K0 R0 G147 B201 Positive energy Case study Zenergi Positive energy
  36. 36. 36 086 Case study Zenergi
  37. 37. 37 086 Case study Zenergi
  38. 38. 38 086 Case study Zenergi
  39. 39. 39 086 Case study Zenergi
  40. 40. 40 086 Case study Zenergi
  41. 41. 41 086 You. The best thing to do with advice is pass it on.
  42. 42. 42 086 Steps. 10
  43. 43. 43 086 12345678910Get organised Get your portfolio shipshape: – take time to do it properly – include project briefs/notes – photograph projects elegantly – keep it ‘all killer and no filler’ – have someone else look at it Write your resumé: – include a covering letter – make it easy to be contacted – create some business cards – proofread everythng – design it all
  44. 44. 44 086 12345678910Get really organised Seriously, sort out your portfolio: – only show the best work – show the work at it’s best – demonstrate your skills Try different versions of portfolio: – a physical one to take with you – a digital one to send to people – a digital one to present in person Get your portfolio online: – make a website (without coding) – create social profiles of your work – submit work to publications
  45. 45. 45 086 12345678910Get personal Create a personal identity: – give yourself a strong brand – implement across all channels – design everything Work on personal projects: – give yourself some stand out – do a project for a friend or family – ask a professional for a brief Enter design competitions: – win or lose it’s good experience – tweet/write about the experience
  46. 46. 46 086 12345678910Get promoted Sort your social channels: – keep them sensible – post timely/relevant content – share your portfolio of work – reach out to influencers – manage your reputation – have a positive self-image Start a blog: – share posts across all channels – post about subjects you know/like – create a specialism (if you can) – visit exhibitions and blog it
  47. 47. 47 086 12345678910Get networking Go to creative events: – attend exhibitions or workshops – go to a gallery opening or show Join design organisations: – find out about the free ones – pay membership for a major one – access to industry events/news – seek out promotional opportunities Make the most of your degree show: – invite lots of design professionals – get face-to-face with them – don’t be shy to talk to attendees – don’t just stand around drinking
  48. 48. 48 086 12345678910Get some experience Do your research: – create lists; track your contacts – shortlist companies you admire – get the name of a key person – don’t rely on just email – follow up your contacts – if they won’t pay, don’t stay Revisit your covering letter: – keep it relevant (role/why you) – praise the company (keep it real) – highlight your CV and portfolio – keep it short (we are time poor) – make it easy to be contacted
  49. 49. 49 086 12345678910Get a job Stay in touch: – tutors may know about vacancies – revisit your networking contacts – check regularly on company sites – carry on with internships – sort out your accommodation (pay the rent) Sign up: – check out online recruitment sites – get appointments with recruiters – use alerts with online job boards – check national and industry press – get better at interviews Rinse-n-repeat the previous slides.
  50. 50. 50 086 12345678910Got an interview? Be prepared: – swot up on the company – prepare a list of questions – plan your wardrobe accordingly – check your portfolio – refer to your project brief/notes – be friendly, passionate, personable – be humble (don’t be a smart a**) After your meeting: – leave a calling card (but no gifts) – follow up immediately afterwards – follow up some time later – ask for feedback (good or bad)
  51. 51. 51 086 12345678910Got a job! Now the hard work really starts: – remember you’re on probation – first job won’t be your dream job – some tasks will suck (junior) – be enthusiastic; never arrogant – work hard; get promoted Make yourself indispensable: – don’t be afraid to ask questions – ask for feedback (good or bad) – be nice to all; never burn bridges – book some time off
  52. 52. 52 086 12345678910Got the right job? Alternatives to creative disciplines: – content creation careers – project management roles – artwork and production positions – developer or programmer roles – become a company director Consider freelancing: – many hats; only one of you – is this right for you?
  53. 53. 53 086 12345678910Further reading Check out this website: www.the-50.org Jamie Wieck
  54. 54. 54 086 1234567891012345678910Further reading Go buy this book: How to be a graphic designer without losing your soul Adrian Shaughnessy
  55. 55. 55 086 Business. Find out what you like doing best and get someone to pay you for it.
  56. 56. 56 086 £71 Billion Department for Culture, Media & Sport, 2014
  57. 57. 57 086 £71 Billion Department for Culture, Media & Sport, 2014 UK’s creative industries are worth £71.4 billion per year to the UK economy. Or £8 million an hour.
  58. 58. 58 086 Business The creative industry ADVERTISING & MARKETING Creative Industries Groups Department for Culture, Media & Sport, 2014
  59. 59. 59 086 Business The creative industry ADVERTISING & MARKETING Creative Industries Groups ARCHITECTURE Department for Culture, Media & Sport, 2014
  60. 60. 60 086 Business The creative industry ADVERTISING & MARKETING Creative Industries Groups ARTS, CRAFTS & INTERIOR DESIGN ARCHITECTURE Department for Culture, Media & Sport, 2014
  61. 61. 61 086 Business The creative industry ADVERTISING & MARKETING Creative Industries Groups ARTS, CRAFTS & INTERIOR DESIGN PRODUCT DESIGN ARCHITECTURE Department for Culture, Media & Sport, 2014
  62. 62. 62 086 Business The creative industry ADVERTISING & MARKETING Creative Industries Groups ARTS, CRAFTS & INTERIOR DESIGN PRODUCT DESIGN GRAPHIC DESIGN ARCHITECTURE Department for Culture, Media & Sport, 2014
  63. 63. 63 086 Business The creative industry ADVERTISING & MARKETING Creative Industries Groups ARTS, CRAFTS & INTERIOR DESIGN PRODUCT DESIGN GRAPHIC DESIGN FASHION DESIGN ARCHITECTURE Department for Culture, Media & Sport, 2014
  64. 64. 64 086 Business The creative industry ADVERTISING & MARKETING Creative Industries Groups ARTS, CRAFTS & INTERIOR DESIGN PRODUCT DESIGN GRAPHIC DESIGN FASHION DESIGN FILM, TV, VIDEO, RADIO AND PHOTOGRAPHY ARCHITECTURE Department for Culture, Media & Sport, 2014
  65. 65. 65 086 Business The creative industry ADVERTISING & MARKETING Creative Industries Groups ARTS, CRAFTS & INTERIOR DESIGN PRODUCT DESIGN GRAPHIC DESIGN FASHION DESIGN FILM, TV, VIDEO, RADIO AND PHOTOGRAPHY IT, SOFTWARE & COMPUTER SERVICES ARCHITECTURE Department for Culture, Media & Sport, 2014
  66. 66. 66 086 Business The creative industry ADVERTISING & MARKETING Creative Industries Groups ARTS, CRAFTS & INTERIOR DESIGN PRODUCT DESIGN GRAPHIC DESIGN FASHION DESIGN FILM, TV, VIDEO, RADIO AND PHOTOGRAPHY IT, SOFTWARE & COMPUTER SERVICES MUSEUMS, GALLERIES & LIBRARIES ARCHITECTURE Department for Culture, Media & Sport, 2014
  67. 67. 67 086 Business The creative industry Department for Culture, Media & Sport, 2014 ADVERTISING & MARKETING ARCHITECTURE Creative Industries Groups ARTS, CRAFTS & INTERIOR DESIGN PRODUCT DESIGN GRAPHIC DESIGN FASHION DESIGN FILM, TV, VIDEO, RADIO AND PHOTOGRAPHY IT, SOFTWARE & COMPUTER SERVICES MUSEUMS, GALLERIES & LIBRARIES MUSIC, PERFORMING AND VISUAL ARTS
  68. 68. 68 086 Business The design industry There are 232,000 designers in the UK Design Council Survey, 2010
  69. 69. 69 086 Business The design industry There are 232,000 designers in the UK 83,600 work in house design teams Design Council Survey, 2010
  70. 70. 70 086 Business The design industry There are 232,000 designers in the UK 82,500 work in design consultancies 83,600 work in house design teams Design Council Survey, 2010
  71. 71. 71 086 Business The design industry There are 232,000 designers in the UK 82,500 work in design consultancies 83,600 work in house design teams 65,900 are freelance Design Council Survey, 2010
  72. 72. 72 086 Business The design industry There are 232,000 designers in the UK Combined fee income is estimated at £15bn 82,500 work in design consultancies 83,600 work in house design teams 65,900 are freelance Design Council Survey, 2010
  73. 73. 73 086 Business The design industry There are 232,000 designers in the UK Combined fee income is estimated at £15bn 82,500 work in design consultancies 83,600 work in house design teams 65,900 are freelance Communications design remains the dominant discipline in the UK Design Council Survey, 2010
  74. 74. 74 086 Business The design industry Design Council Survey, 2010
  75. 75. 75 086 3% in Wales 2% in the North East Business The design industry Design Council Survey, 2010
  76. 76. 76 086 7% in Yorkshire & Humberside 7% in Scotland 6% in the East Midlands 3% in Wales 2% in the North East Business The design industry Design Council Survey, 2010
  77. 77. 77 086 8% in the West Midlands 7% in the South West 7% in the North West 7% in Yorkshire & Humberside 7% in Scotland 6% in the East Midlands 3% in Wales 2% in the North East Business The design industry Design Council Survey, 2010
  78. 78. 78 086 23% in London 17% in the South East 8% in the West Midlands 7% in the South West 7% in the North West 7% in Yorkshire & Humberside 7% in Scotland 6% in the East Midlands 3% in Wales 2% in the North East Business The design industry Design Council Survey, 2010
  79. 79. 79 086 Business The design industry Junior Designer Major Players Survey, 2014
  80. 80. 80 086 Business The design industry Junior Designer £22,000 Junior Freelance £110/day Major Players Survey, 2014
  81. 81. 81 086 Business The design industry Junior Designer Designer £22,000 Junior Freelance £110/day £26,000 Mid-weight Freelance £140/day Major Players Survey, 2014
  82. 82. 82 086 Business The design industry Junior Designer Designer £22,000 Junior Freelance £110/day £32,000 Mid-weight Freelance £200/day Major Players Survey, 2014
  83. 83. 83 086 Business The design industry Junior Designer Designer Senior Designer £22,000 Junior Freelance £110/day £32,000 Mid-weight Freelance £200/day £40,000 Senior Freelance £250/day Major Players Survey, 2014
  84. 84. 84 086 Business The design industry Junior Designer Designer Senior Designer Creative Director £22,000 Junior Freelance £110/day £32,000 Mid-weight Freelance £200/day £40,000 Senior Freelance £250/day £55,000 Director Freelance £300/day Major Players Survey, 2014
  85. 85. 85 086 Business The design industry Junior Designer Designer Senior Designer Creative Director Managing Director £22,000 Junior Freelance £110/day £32,000 Mid-weight Freelance £200/day £40,000 Senior Freelance £250/day £55,000 Director Freelance £300/day £80,000 Partner Share option Percentage Major Players Survey, 2014
  86. 86. 86 086 Done. Any questions? @dusted @dwonderwall

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