Initial ideas:
Feedback:
- looks a bit Chavvy, Pauls Boutique
- keep the class as the clients are likely of have a lot of money
- using PB as a stand alone is very similar to Pauls Boutique and House of CB
Developed ideas:
Invoice:
Saturday 9 March 2019
Live brief - Prestige Beauty
A logo brief for a client starting a new beauty company.
Initial ideas:
Developed ideas:
Initial ideas:
Developed ideas:
Friday 8 March 2019
HAWRAF - Spreadsheets
Spreadsheets seem to be the most effective way of keeping track of everything within the business of for yourself in general. I have found the ones that I think would be the most useful to myself and intend on developing soon.
Client List
I have learnt that it is important to have a 'dream' client list so that you can look for projects to approach them about and also make sure that you are producing work that would introduce the companies as something that they would be likely to do/need.
Pricing
This is an important spreadsheet as it allows for the consistency on pricing to be achieved and the insurance that fair prices are given to each client for each type of brief and outcome that there is.
Client List
I have learnt that it is important to have a 'dream' client list so that you can look for projects to approach them about and also make sure that you are producing work that would introduce the companies as something that they would be likely to do/need.
Pricing
This is an important spreadsheet as it allows for the consistency on pricing to be achieved and the insurance that fair prices are given to each client for each type of brief and outcome that there is.
HAWRAF - Competitors
I thought this was really interesting when thinking about myself as a designer pitching for a project. The process of analysing the competition will allow for me to see what others can offer and how I can then improve on these aspects myself.
Customer Value Proposition:
To [target group and need] our [HAWRAF] can/will [provide service/benefits] that will [point-of-Difference].
To [target group and need] our [HAWRAF] can/will [provide service/benefits] that will [point-of-Difference].
Competitive Performance
Key Competitive Variables
|
Your Capabilities
|
How do you strengthen your capabilities?
Category
|
Variables
|
US
|
THEM
|
Business critera
|
years of existence, location, the speed of expansion, capital, competent/# of staff, revenue, and investment policy
| ||
Products/Services
|
benefits, features, quality, performance, durability, work without defects, warranty…
| ||
Marketing
|
reputation, image, prominence, brand value…
| ||
Innovation
|
innovation strategy, the degree of innovation, number of innovation projects, and speed of innovation
| ||
Sales
|
sales team, sales funnel sales channels, materials
| ||
Social media presence
|
Questions
What does the sales process look like?
What channels are they selling through?
Do they have multiple locations and how does this give them an advantage?
Are they expanding? Scaling down?
Do they have partner reselling programs?
What are their customers' reasons for not buying?
For ending their relationship with the company?
What are their revenues each year? What about total sales volume?
Do they regularly discount their products or services?
How involved is a salesperson in the process?
What channels are they selling through?
Do they have multiple locations and how does this give them an advantage?
Are they expanding? Scaling down?
Do they have partner reselling programs?
What are their customers' reasons for not buying?
For ending their relationship with the company?
What are their revenues each year? What about total sales volume?
Do they regularly discount their products or services?
How involved is a salesperson in the process?
HAWRAF - Working with clients
https://thecreativeindependent.com/guides/a-guide-to-working-with-clients/#value
Understanding your value
Calculating what it costs to be you ...
- add up what it costs you to live each year
- three incomes ranges: a base number, a target, and a goal income
- https://thecreativeindependent.com/guides/an-artists-guide-to-financial-planning/
Calculating the cost of running your business ...
- add up the costs to operate your business each year
- add onto the three different incomes
- cost of living increases by 1.5%-3% annually
Calculating your hourly rate ...
- calculate how many hours you would work each year, multiply by the number if billable hours you expect to work on client projects each day, divide your annual base by your annual billable hours = hourly rate
£ Annual Revenue / Annual Billable Hours = £ Hourly Rate
At HAWRAF they are not big fans of charging an hourly rate and prefer to provide a client with a flat fee - using the hourly rate to inform the pricing.
Pricing services based in their value ...
- charge clients based on the value of what you're offering - value is added through your education, experience, skills, process etc.
- is the client an individual, small- or medium- sized business, or a mega crop
- what will the project do for them
- are you interested in the project?
Screening potential clients
Setting up a call or IRL meeting ...
- who is the client?
- where are they based?
- how many employees do they have?
- do they have investors?
- how much funding do they have?
- what is their annual revenue? sale projections? recent press?
- what is the role of the person you are talking to?
- How long have they been there?
- What is their expertise?
Having the first conversation ...
- sell yourself and services but also decide if it is a project that you want to do
- what is the main challenges?
- what are the biggest concerns?
- what are the expected outcomes? what does success look like?
- have they contracted a [whatever it is you do] previously? how was that?
- are they talking to anyone else for the job? if yes, who? what will be the biggest deciding factor? When are they trying to decide by?
Following up with potential client
- follow up on a first call within 48 hours
- an email provides a shared reference to keep everyone on the same page (prevents future legal issues)
Deciding whether you should do this project
- do you want to do this project?
- does this budget align with your economic realities?
- do you need this project? Is working at a loss better than missing out on the project altogether?
Writing the proposal
- deliverables, budget, timeline, and contact information
Following up (again)
Sealing the deal
Contract to give to the clients - https://www.aiga.org/standard-agreement
The questions that they ask potential clients once it has been made clear that there is a possible project, prior to sending a proposal. They introduce themselves at the end.
Understanding your value
Calculating what it costs to be you ...
- add up what it costs you to live each year
- three incomes ranges: a base number, a target, and a goal income
- https://thecreativeindependent.com/guides/an-artists-guide-to-financial-planning/
Calculating the cost of running your business ...
- add up the costs to operate your business each year
- add onto the three different incomes
- cost of living increases by 1.5%-3% annually
Calculating your hourly rate ...
- calculate how many hours you would work each year, multiply by the number if billable hours you expect to work on client projects each day, divide your annual base by your annual billable hours = hourly rate
£ Annual Revenue / Annual Billable Hours = £ Hourly Rate
At HAWRAF they are not big fans of charging an hourly rate and prefer to provide a client with a flat fee - using the hourly rate to inform the pricing.
Pricing services based in their value ...
- charge clients based on the value of what you're offering - value is added through your education, experience, skills, process etc.
- is the client an individual, small- or medium- sized business, or a mega crop
- what will the project do for them
- are you interested in the project?
Screening potential clients
Setting up a call or IRL meeting ...
- who is the client?
- where are they based?
- how many employees do they have?
- do they have investors?
- how much funding do they have?
- what is their annual revenue? sale projections? recent press?
- what is the role of the person you are talking to?
- How long have they been there?
- What is their expertise?
Having the first conversation ...
- sell yourself and services but also decide if it is a project that you want to do
- what is the main challenges?
- what are the biggest concerns?
- what are the expected outcomes? what does success look like?
- have they contracted a [whatever it is you do] previously? how was that?
- are they talking to anyone else for the job? if yes, who? what will be the biggest deciding factor? When are they trying to decide by?
Following up with potential client
- follow up on a first call within 48 hours
- an email provides a shared reference to keep everyone on the same page (prevents future legal issues)
Deciding whether you should do this project
- do you want to do this project?
- does this budget align with your economic realities?
- do you need this project? Is working at a loss better than missing out on the project altogether?
Writing the proposal
- deliverables, budget, timeline, and contact information
Following up (again)
Sealing the deal
Contract to give to the clients - https://www.aiga.org/standard-agreement
The questions that they ask potential clients once it has been made clear that there is a possible project, prior to sending a proposal. They introduce themselves at the end.
ABOUT / TEAM
Who are you? What is your role?
How long have you been there?
How long has the company been around? What’s its story?
How big is your team? What does it team look like?
Any other stakeholders or decision makers? What will their input look like?
How have you worked with vendors/studios in the past?
GOALS / CHALLENGES
What have you done so far? What has worked? What hasn’t?
What are your challenges?
What are you trying to communicate?
How would you measure success for this project?
GENERAL
Who are your primary and secondary target markets?
What’s your budget?
Where is your funding coming from?
Timeline?
BRAND
Do you have an established brand?
Art direction? Photography?
WEBSITE
FUNCTIONALITY
Who is using this site? What for?
Do you see this as a starter apartment, a 2-3 home, or a 10-year mortgage?
What does it need to do?
E-COMMERCE
How many sales do you do through your site per month?
How would you measure success for your site?
TECH STACK
Do you have a domain, and if not is there a domain you have in mind? Subdomain?
If you have a domain where is it registered (follow-up, need info)?
Do you want to own the domain or do you want us to purchase and manage it?
Is the site already hosted? Do you want to host it or do you want us to handle hosting?
Have you used a CMS before? Which & Preferences?
OUTRO*
We talk about ourselves.
Research task - HAWRAF
Andrew Herzog
Carly Ayres
Nicky Tesla
Pedro Sanches
HAWRAF is a design & technology studio that engages audiences in new and interesting ways. The studio is a full-service and media agnostic, covering brand development, full-stack development, and marketing execution.
- sound-reactive identity systems for orchestras
- selfie posters for dental startups
Interactive communications for consumer brands that help them engage and have more meaningful, authentic conversations with their audiences.
What we believe:
1. Anything can be interactive
2. People want authentic, meaningful interactions
LINKS TO TALKS
- Carly speaking at Awwwards in New York (November 2018).
- Andrew speaking at ONE&ALL in Montréal (November 2017).
- Carly speaking at nordic.design in Stockholm (September 2017).
Rules/Idealisms
- Concept.
- Never make work that is only aesthetically based.
- Always be able to explain the decisions in the work we create.
- Never do work that hides a lie.
- Only work with people we believe in.
- Make work that tells the truth.
- Don't ever do something because that’s the way it’s been done before.
- Do not pander to bureaucracy.
- Always tell the truth.
- Remember there’s a world out there.
- Seek alternate perspectives
- Seek uncomfortability
- Ask forgiveness not permission.
- Say something.
- Try to do better
- Break stereotypes
- Surprise always
- Shift the culture
- Be enthusiastic about the work we’re doing or don’t do it.
- Negativity is easy. Don’t be trolls.
- Start by making. Solve by making.
- Make to figure out.
- Ask why a lot all the time
- Always learn
- Don’t be an asshole.
- Play hockey
- Be medium agnostic
- Never sell something we wouldn’t use
- “Thwart institutional cowardice” - Werner Herzog
- Practice self awareness
- Dismantle the studio model and kind of put it back together
- How the fuck?
- For not with
- Make money
- Break rules
Figuring out values ...
CLOSING DOWN ...
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