10 May 2019
Business, Design Permalink
Communication, Connection D564

How great design builds great brands.

May 10, 2019

Communication and emotional connection get you closer to your customer.

 

Your product or service is amazing! You’ve worked hard on your business or product, and you have lofty goals for it! Now that it’s all built out and ready to rock, how are you getting it out there and how are you connecting with your customer base?

People are ready to pay a premium for an experience that is emotionally positive. The design represents part of the value in the equation of driving sales. When people feel the connection that has been designed for them, they see your value and you become a ‘need’ in their lives; and that my friends, becomes your competitive advantage.

So what does that look like?

It’s the quality of your product or service. It’s the experience of the product itself, and customer service if something goes wonky. A lot goes into the trust, relationship building, and your commitment to providing the best service and support for your customer or client. And let’s not forget—your expertise in the service you are providing.

You want to give your customer the sense that when they purchase a product or sign up for your services, that they’ve joined something amazing. You want the people who do business with you to feel like they are a part of a community, a shared experience.

 

Embrace design.

The design should embody a positive and emotional customer experience. From the way you engage in person, on social media, the package design, or how you communicate with your prospective audience through your website. It’s all an ecosystem that you build and nurture to capture the entire experience.

For example, let’s look at Nike—easy analysis. Their running shoes are great, the product is supportive as is their customer service, comfortable shoes, great design, etc. The same applies to their Nike Run Club app—a supportive app with feel-good progression notifications, comfortable in training sessions/coaching, great design of the app, easy to connect with the running community, etc. Their NRC Instagram account embraces all the samples listed, and they do a great job at engaging with the audience around questions regarding the shoes. Nike has created an ecosystem of customer support and experience.

 

Tips.

Ask yourself the following:

  • What do I want the customer to feel when engaging with my product or messaging?
  • What do I want the customer to feel when using my product or service?
  • What am I learning from their experience of my product or service?

Figure out what platforms of communications work best for you in your industry.

Know your voice and showcase what makes you authentic in the world of abundance.

Tell your story.

Create your ecosystem.

Why now?

“We’ve moved from an economy of mass production to one of mass customization” M. Neumeier

In relation to a point listed above around abundance—Instead of 5 variants of ketchup as it was about 15 years ago or so, there are FIFTY! How do you stand out in a world of so many options? You can’t sell on features and benefits so easily now, so you’re selling on an emotional connection. This is a tough piece for many companies who are set on the numbers because emotions are not the data points that you can plug into a spreadsheet.

Design is a living, evolving process. We are in a time of building human connections in a digital age. You learn from mistakes, you refresh, you take risks (often, hopefully) — it’s how you grow in business. Your environment—either in the storefront or online—demands intentional design for that total customer experience and emotional connection.

If you are not integrating the design of the customer experience by now, you might want to consider this as an option.

Are you making the right connections?
How are you making connections?

 

 

 

Unsure on how to answer some of these questions? We got you  — Contact us and we can help assess your situation.

20 Mar 2019
Uncategorized Permalink
pricing-creative-services

On Pricing: Creative Services

March 20, 2019

Whether you’re a creative who is unsure of how to price your work, or a business who is unsure of what to pay for creative services—the goal of this article is to give both sides some “food for thought.”

This is a topic that comes up often. In fact, I was just sitting with an individual (non-creative) who shared what prices they were getting from designers and it just blew my mind. That ultimately led to a great conversation about industry standards and the like. This same conversation comes up with fellow designers often who are charging low prices for their creative services—equally evolving into great conversations and hopefully a boost in confidence for designers to not sell yourselves short, while charging a fair price for your client.

In general, design services vary by skill-set and experience. This will affect the cost at the end of the day. That being said… there is a baseline to work off of to be in the general ballpark.

Industry standards

Data is amazing. And thanks to companies and organizations like The Creative Group and the Graphic Artist Guild, we have a really great idea as to what designers should be paid. Whether designers are looking to be hired in-house, as well as what to charge when working independently, or businesses looking to hire. These are all amazing assets that help maintain a standard within the industry and to price projects fairly for both the designer and the client. Updated guides are published regularly and available.

Designers, this is for your toolkit:

The Graphic Artist Guild
The Creative Group Salary Guide

For your business looking to hire, Salary.com and Creative Group Salary Guide are great guides to understanding what to pay in your area.

Pro-tip: The lowest price should never be a goal. It hurts the industry as a whole and devalues the services we provide. That being said, while we will always run into designers underpricing—it really benefits all of us to understand our areas and utilize industry recommendations (graphic artist guild again) to find your sweet spot.

VALUE

Designers: You are worth it. When I hear that you are independent designing logos for $50-100 a pop, I am first and foremost concerned at how you are making ends meet?! Secondly, you are undercutting the design industry. Now, we all can’t be priced the same because we are in varying levels of experience, that being said, there is a baseline in the industry that you can work your way around, and at least be consistent with the industry as a whole. This also helps you educate potential clients on what you’re providing as they consider you for creative services.

Things to consider: What are you providing? What is the client getting at the end of the day?

Businesses: When you’re looking for creative services, you are getting a whole heck of a lot of expertise who support and guide you through your business needs in the marketing and creative arena. Consider this when you’re hiring or contracting for creative services—the same way you go to your trusted mechanic to take care of your vehicle, or go to your doctor as a trusted consultant on your health.

Things to consider: What are you looking to accomplish? Web design, marketing, branding, etc… Hire or contract accordingly to the appropriate skillset. Also, meet these creatives—virtually or in person— to find the right fit for your company goals.

A Healthy Relationship

Relationship building and trust are important to a healthy client+designer relationship. This is a two way street.

Designers: Your projects go so much better when you are invested in the client as they are in you. This raises your value to the client or business. Get to know them and their market, so you can be thorough in your approach to whatever problem you are trying to solve.

Business: When I work with businesses and organizations, I am working WITH you, because our results are stronger when you are involved in the process. I believe in this for every designer’s approach. You know your business better than I do, or anyone outside of your day-to-day. Outside of research on our end to learn more about your company, designers are providing a service and expertise in enhancing your visibility, strategic approach, and so on.

***

At the end of the day, we all want to succeed. And we can!

#bettertogether

***

For business: We understand that your needs are specific and different than the business next door. Reach out to discuss what we can do for you.

For creatives: We are supportive in raising you up! If you’re feeling a little flat on your business approach, let’s chat! Schedule a meeting through the Business Coaching for Creatives platform.

07 Feb 2019
Uncategorized Permalink

On legibility.

February 7, 2019

Good legibility offers up good visual communication.

After stumbling up some efforts at visual communication that have been challenging legibility, which for both the business and the audience is a heavy dose of a disservice.

Good legibility allows users to grasp your message without having to think. If something is illegible or even slightly complicated, users may pause—even a taking a second interferes with the message. Sure, the message gets processed, but if your audience has to take the extra time to absorb the content, a design problem exists. And if they’re online, they are likely going to move on, because let’s face it, the web is an instant gratification space.

So, where do we go from here? Let’s run through a few tips to help you whether you’re a designer, or a business looking for some tips in your DIY marketing efforts.

Tips for legibility

Clear letterforms.
Silhouettes of each letter needs to be distinct and clear.

No complications.
Find a typeface that is almost geometric and devoid of excess frills. If this is unfamiliar territory for you, start with this beautiful list published by DTALE Design Studio.

Good kerning. 
Just as your lines need adequate space, so do your letters. Create equal amounts of space between letters; not too loose, nor too tight.

Good leading.
Be generous with your leading (or line height). Give your lines of text some room to breath, allowing for ease of reading for your viewer.

Open space.
The shape and size of the counter and bowl (curved stroke enclosing the counter) or enclosed space in a letterform can affect readability. Looks for typefaces that breath and feel open.

Consider your environment.

Where are you communicating with your audience? Let’s focus on social media and mobile devices for example since this is what sparked this article.

Let’s say you’re creating a post or promotion for an upcoming event on Instagram with a message over an image, be sure to consider the screen size that people are viewing your posts. A couple of quick tips:
• Limit your text on that image—save it for a caption.
• Use good fonts (shared above) that are easy to read when overlaying an image, especially.
• Set up the art and dimensions for the appropriate platform you’re posting on. This hubspot guide is a great resource for dimensions for every social media outlet.

In this first sample below, we are going all in—notice how the legibility takes a hit when we throw in the entire “kitchen sink”.

bright idea, text heavy sample

In this second image below, we cleaned it up, leaving the bottom details (placeholder text) for the caption to support the image.

bright idea, text easy sample
Details go here to support your image. vero eos et accusamus et iusto odio dignissimos ducimus qui blanditiis praesentium voluptatum deleniti atque corrupti quos dolores et quas molestias excepturi sint occaecati cupiditate.
#hashtag #hashtag #bestpractices

Clear, concise and legibility within your messaging, along with solid visuals will go a long way! Easy day, right?

You don’t have to go it alone.

We understand that sometimes you want to get all the information out in one shot on one image. Efficient, right? But consider this—if legibility is tough for you, it’s certainly difficult for your audience. We also understand that often—because of budget or whatever the case may be you’re trying to wear all the hats. We want to take this opportunity to share a friendly reminder that there are many creatives and marketing brilliance in your area that consult and support visual communications for businesses like yours.

If you need some ideas and support, we’ve got your back. Let’s Ride.

30 Dec 2018
Uncategorized Permalink

Setting Goals

December 30, 2018

#yougotdis

Here we are, closing out another year and walking into the new year. Surely we’re all thinking about our resolutions or goals? We sat down with a group of creative peers in our local community to discuss tips for setting goals and even shared a couple of our own. I want to share a few tips with you.

Coffee talk, setting goals with AIGA Colorado, Design5sixty4

Common roadblocks come up when talking about why goals drop off your radar and become so hard to achieve, or simply disappear:

  • Procrastination
  • Distraction
  • Other Priorities (work, family, life)

And look, I totally understand. I fall into those same “excuses” often. One thing I have to remind myself, and we discussed this in our group discussion is that YOU are just as much of a priority as anything around you. Let’s say for example, you want to further your education in your related industry. Your effort to expand your knowledge ultimately supports your career, enhances your value for your employer, makes you a better equipped individual for a client or team.

Whether you’re setting goals for your career path, personal goals, or maybe a blend of the two, we want you to be successful in accomplishing those goals. Let’s look at five pillars that will increase your success rate:

Set goals that motivate you

Set goals that support a high priority in your life. Without this focus, you can end up with too many goals or goals that drift away. With focus or intention, it creates motivation and drives you towards success.

  • Motivation is key to accomplishing your goals.
  • Create a value statement

Set SMART Goals

S = Specific
Set a clear and well-defined goal, this helps with your direction. Don’t be too vague here.

M = Measurable
Include data, dates, and anything else that supports seeing your traction in measuring your success.

A = Attainable
Set a goal that you can achieve. If you set the bar too high, you risk demoralizing yourself and possibly scarring your confidence. But be careful to not make it too easy. Set a realistic goal, yet challenging enough to hit that sweet spot — you want to feel like you worked for it for more reward.

R = Relevant
Set a relevant goal that supports the direction you want your life and career to go. 

T= Time Bound
Give yourself a deadline, creating a sense of urgency and achievement comes much quicker. And you’ll also know when to celebrate.

Set goals in writing

The physical act of writing makes it real and tangible. Write your goals down. Put them in places where you can see them, keeping your goals in sight.

Frame your goal statement positively. Example: “I will …” instead of “would like to” or “might”

If you’re a to-do person, make a list of steps to accomplish your goals. 

Make an action plan

This step often gets overlooked. We tend to get too focused on the outcome; we forget the steps to get there. Write down individual tasks – I like to approach this in a reverse-engineered type of way. Once you have your tasks laid out, check them off as you get closer to the end goal. This action will show you that you are getting closer to your end goal and seeing success along the way. 

Making an action plan looks a little like this:

  • Identify tasks — what do you need to do to accomplish your goal
  • Analyze and Delegate (if you need to arrange resources / outside help)
  • Consider space, cash, equipment, and supplies required to achieve your goals.

Learn more about action plans here.

Stick with it

Goal setting is an on-going project. Set reminders to check in with your goal and stay on track. 

Added Tips:

Set appointments with yourself during the week to work on your goal.  This dedicated time with your project allows you to keep your goal in the forefront and a priority, with the added treat of checking off those action items on your list.

Fill your cup. You can’t take care of your work, your family, or anything else outside of you if “your cup is empty”. Set a personal goal this year that allows you to take care of YOU. Examples: Meditate, exercise, go hiking, sip tea and read a book.

Accountability buddies help! If you have someone who can support you in your goal-getting effort, share your process and invite them to check in on you along the way.

***

Our goals for 2019, you ask? They are to write more (calendar set for research, writing, visual support) and run more (prepare for a 5k or 8k to start). #igotdis

***

What is your 2019 goal? Do you tend to face any challenges when aiming to accomplish your goals? Did you accomplish a big goal in 2018 that you’d like to share? Write us! We’d love to celebrate your accomplishments and cheer you on in the new year.

05 Dec 2018
Uncategorized Permalink

Design, collaborations, new ventures, OH MY!

December 5, 2018

Hello, friends. Wow, how are we already closing down 2018, and looking right into 2019. What a year, yeah?! We’ve had a full year together – either working together in design and strategies, collaborating on community events, or simply being supportive of each other. We hope your year was as fulfilling and exciting. Here are a few initiatives that we threw ourselves at that are going to carry into the new year:

Client relations and design.

First and foremost, I am beyond thankful for another year in working with amazing clients. Without you, I wouldn’t be where I am, who I am… THANK YOU. I’m grateful not only for the exciting projects, but the relationships we build along the way. Also, I am incredibly grateful for the referrals and amazing peers you’ve sent my way. Looking forward to whatever 2019 may bring. 

New ventures.

We’ve launched a couple of exciting new things this year. 

This new venture with brilliant partners caters to screen printing, dye sublimation, and other large format print needs. We hit the ground running with this one. You can check it out on Facebook or Instagram. Website coming soon! 

Design5sixty4 Coaching for Creatives

An exciting addition to Design5sixty4 offerings—inspired by a few conversations, I explored this need to support creatives who are looking to take on their own ventures. We sit down for coaching sessions to create plans that are attainable to encourage success, along with figuring out a price-point to create a livable wage to support the work these creatives are most passionate about. You can read more about it HERE.

Collaboration.

Cottonwood Center for the Arts is an amazing collective of artists and creative businesses. Not only is this where you’ll find me operating my business out of, it’s also a great organization to partner with. We are hosting our second annual holiday party and silent ornament auction with our friends at AIGA Colorado. Check out the event HERE.

I’ve also worked with the wonderful staff here and launched an Artist Cafe event, to discuss artist related topics around skills, business, and support for the arts. Learn more HERE.

Speaking of AIGA Colorado —and coffee for that matter— we’ve worked in building up a fun community event and launched Coffee Talk, where we talk about industry related topics to support emerging, in-house, and independent creatives. This is in partnership with the AIGA satellite chapter in Colorado Springs. 

*Cheers to 2019*

Thanks again—everyone—for an exciting 2018. Let’s carry this energy into the new year! We look forward to seeing you and wish you all an amazing holiday season and a happy new year!

17 Sep 2018
Uncategorized Permalink

We moved!

September 17, 2018

Same building, new design studio.

September has been a busy time for us. Between client work on the grid and some labor in a couple studio spaces, Design5sixty4 has moved into a new studio. Still posted up at Cottonwood in Colorado Springs located on the 2nd floor in Studio 228, and with the help of friends, peers in the building, and the Mister, we have a freshly painted, upgraded space for design work and client meetings!

Design5sixty4, Studio 228

Immediate impact and mood boost—I’m in love with this space because of the natural light it offers. It’s certainly been the biggest thing missing in my life from the previous studio.

Office workers with more light exposure at the workplace tended to have longer sleep duration, better sleep quality, more physical activity, and better quality of life compared to office workers with less light exposure at the workplace. Office workers’ physical and mental well-being may be improved via enhanced indoor lighting for those with insufficient daylight in current offices as well as increased emphasis on light exposure in the design of future offices.

NCBI | Impact of Windows and Daylight Exposure on Overall Health and Sleep Quality of Office Workers:

So, with that, I’m extra grateful. Finishing up my first day in the new space, I’m already feeling the boost of energy in the space, there truly is something to having natural lighting in the way of supporting creativity. And at this current moment, I am looking out to the shifting leaves as we transition into fall. I’m also looking forward to those rainy days and upcoming snow days that tend to be my favorite “creative incubator” type of days.

Design5sixty4 studio view

Now, back to it, friends! We have work to do!

Want to check out the new space?

You’re invited! I’ll be hosting an Open Studio on October 5, 2018. Swing on through while you’re checking out the beautiful art in the gallery downstairs for the monthly #FirstFriday events around Colorado Springs!

21 May 2018
#bettertogether, Community, Design, non-profit, NoSpec, volunteer work Permalink

Value of Design & Non-Profits

May 21, 2018

Recently a peer of mine reached out seeking some advice. This individual works with a non-profit that doesn’t have much of a budget to support the communication and design efforts he would like to achieve and needed ideas on how to approach this without asking for spec-work or disrespecting the design industry. First and foremost, I have so much respect for this person for engaging in the conversation and gets it on the subject around the value of design.

 

I would like to get an actual designer involved to make it look nicer if I am going to overhaul it but I also don’t want to enter spec territory […] I was hoping you might have some ideas to not be a spec-jerk.

What is Spec Work?

Spec work is any creative work submitted by a designer to prospective clients before securing their job and equitable fee. Working on spec has a negative impact on the quality of design, affecting the client and the designer. Clients often use this free work as they see fit, while designers lose rights to their work because they failed to protect themselves with a contract or agreement. Clients also lose out on the vital relationship building that comes with hiring a professional designer to get the intended message across to the audience adequately.

There’s a better way!

Suggestions for Non-Profits seeking creative services

Call for Volunteers

It is typical for many non-profits to have a smaller budget or no budget for creative services. Therefore you are crossing your fingers for any support you can get. I understand that, as I’ve volunteered a ton of time to non-profit and tight budgets. In your organization you typically have a board of volunteers serving many roles, but what I don’t often see in some structures is a creative role. Where’s your marketing and communications fit?! When money is tight, I’d recommend creating a position that can support your creative services needs – invite a designer to a board meeting and see if it’s a good fit for both of you.

For Designers – Volunteering your design services to an organization that you are passionate about can help you build relationships and push your creative work in ways that your day-job or current gigs may not be fulfilling.

Reach out to the creative community

Find a local networking event that is bringing the creative community together. If you don’t have time to attend an event, look at some online resources. I recommend your local AIGA chapter to start — you can utilize the directory of local designers or pop into a local event. This is a great way to connect and have a conversation with a local designer or two and further the discussion on a project you have in mind that needs creative support. Talking it out with a designer is likely to open that door, and you can agree on a budget that works for both of you.

One more thing…

Value of Design

Designers are professionals that work hard to provide the needs of businesses and organizations alike. And they often are great to talk to in guiding you to where you need to go to market yourself or connect with your audience. Just as you get paid for the services you provide, it works the same for creative services. Design is a job. So, don’t feel nervous to open up a conversation with a designer. And thank you to my peer who reached out for suggestions on how to obtain creative services without disrespecting the industry!

Much respect!

 

 

We love working for a cause! Do you need some creative support for your non-profit? Or maybe some guidance on how to approach getting your message out to your audience? Let’s discuss!

18 May 2018
Business, design break, unwind 2 Comments Permalink

Self-care for the creative soul.

May 18, 2018 2 Comments

“Self-care” is a term that is popping up everywhere. And for a good reason. We need it. It seems that we are expected to be workhorses, do it all, no stopping – Keep moving! I find this to be an expectancy in the creative industry also. Everyone is on that hustle. Shoot, you’ll see me on that hustle often, and with that, I am also all about some me-time. So let’s talk about “self-care for the creative soul” and what that might look like.

The past 12 months have taught me a lot in the way of self-care and allowing myself grace to deal with some curve-balls. I found that it was incredibly important to give myself time to deal with grief and that other common and significant stressor – home-buying. Both being the bookends of 12 months. What a year! I’ve been having a lot of conversations around the things I’m going to share with you – shared sentiments, experiences, some peers having self-realizations in the same track. Seems like a good subject to cover.

Nurture yourself.

We need adequate rest. We need good food. We need time to be still. And we need to be okay with giving ourselves time to take care of ourselves. Have you ever found yourself in a position where simple things start taking longer to accomplish? And you’re forcing yourself to get through a task that no longer seems exciting? It’s often a result of that brain fog rolling in. Brain fog happens when we’re working our tushes off, eating like garbage, and we don’t allow time for our brains to rest and reset. We’ve put too much on our plates for others, and zero time for ourselves. Resulting in impatience, and we aren’t working at our most creative, efficient, and functional selves.

Suggestion: Get to bed at a decent hour. Sneak in a nap in the day, if you can. Consider meditation. Meditation is a great way to stop for even just 5 minutes to ground yourself and bring yourself back to the present moment.
Guided meditation apps that I’ve loved – Headspace and Calm

Workout.

Whatever your preferred method is, do that. It could be a walk for half an hour, or maybe it’s a mile run or more. Personally, if I get at least a mile in, it resets my brain and allows me to take on what’s ahead of me in a calmer and less stressed mindset. Also, if it helps justify why we need to make time for fitness, science backs the benefits. No excuses! (Holding myself accountable too!)

Suggestion: Schedule an appointment with yourself at least three times a week to run, walk, pop into a Pilates or yoga class if that’s your jam. Hiking and biking are excellent options to really disconnect and #optoutside. For the time-crunched, consider going for a walk during your lunch break.
Running apps that can help you get in the groove – Nike Run Club or Map My Run

Booked up!

Does looking at your calendar make you sweat? Maybe you’ve over-committed yourself to others? You know when you’ve overdone it. And if you don’t know, you’ll figure out your threshold when you’ve maxed yourself out. You feel stretched thin on all matters. You aren’t able to think creatively or solve a problem for a project. You don’t have time for that walk or run. You don’t have time to enjoy lunch! You’re tired before the day begins.

Suggestion: Take a look at your schedule and assess what you can remove that does not serve you.

I’m by no means a life-coach, but I’ve had a lot of LIFE happen in the past 12 months. And as mentioned before, I’ve learned a lot in the past year about how important self-care has been for me, and have also had many conversations about these topics with fellow creatives and general population, leaving me feeling like this is a worthwhile topic to cover. And I still have to remind myself of at least these three pieces from time to time to maintain balance to keep myself tuned up for efficiency and the creative spin.

I’d love to hear how you balance out your days to assure you’re addressing self-care and keeping the creative-brain functioning?

 

 

Need a consultation on balance? I’d be happy to discuss!

Need design work, now you’re talking! Let’s connect!