Client negotiations talk - Lou Bones, Association of Illustrators

Despite not being an illustrator as my discipline, I decided to go to the talk as i felt that the topics being covered were of much relevance to me as a Graphic Designer. I spoke to Lou at the beginning to let her know that I did design rather than Illustration and she very kindly referenced the pieces of information throughout her talk that were of most relevance to me and also how each of her pieces of advice could be adapted for a designer to understand. The main thing I learnt was that if I understood all of the client negotiation skills that a freelance illustrator has to understand then as a designer who is likely to be hiring them, I can make sure I undergo a good deal with them but also that I do not stumble across any legal issues myself that may jeopardise my career. 

Notes:

Websites

• image based website
• least amount of text as possible
• instantly need to see your style and tone of voice 
• if it looks like a number of people have done the projects then you will not get good commissions; something needs to tie it together 
• work in context e.g. mockups or acc photographed in public

• cargo collective or squarespace 
• put things into context on the home page (maybe work on campaigns etc. in one and then logos)
• no one really cares what you write, the portfolio speaks for itself and makes you connect with people
• must work on a phone 
• have social media links always available 
• email address readily available, not contact forms 

• think that this is your first year as a start up business rather than a student 
• if there are projects on there that you don’t wanna do for the rest of your life, then take it down 
• need to have personal projects outside of uni 

• need to get twitter to connect with industry

Graduation 

• set 3 months of 9 projects/images so that you do not drop your pace and loose sight of your business goals
• make a dream client list and think exactly who you want to work with so that your outcomes will attract them 
• pitch for 6 times the amount of work that you will actually get

• mailchimp to make visual newsletters of your work 
• moving image is important because people look at it for much longer
• gif through a whole book etc. 
• a little bit of movement on the landing page is important and will show your skills 

Twitter

• connected to the creative industry
• 1 hour here and there
• great over view of the industry
• start looking at it as a business tool rather than personal entertainment 
• do not rant about anything on social media (payments etc. is a legal issue)
• not just finished pieces, show process and personality 

Instagram

• use instagram stories everyday 
• tag everyone design related or brands in the stories constantly 
• stories can be reposted, will help you get outside of your ‘bubble’
• get a business account so you can get analytics and see what is/isn’t working 
• can link to a product on your story if you have over 10k followers (just have to understand where you fit in in the grand scheme of things)

Freelance

• within 3 months of getting first commission you must register with HMRC
• retain all claimable receipts
• essential outgoings such as adobe, laptop, phone etc. 
• think about incomings in comparison to outgoings

• try to avoid high risk clients such as start ups or individuals
• every job needs an invoice and a contract
• Xero Quickbooks, Free Agent app to keep on top of accounting

Copyright

• in graphics you are employed by the company for that project and therefore whatever you create belongs to the client 
• copyright is an automatic right and it exists for 70 years after your death 
• the more generic your work, the less copyright you have in it 
• use multiple reference images
• other work in mood boards is still illegal
• no one can edit your work without your acceptance

• H&M did a streetwear campaign in front of some American street art and when released the artist contacted them because they did not have permission - they counter suited him because he had created the work illegally - within 48 hours it was thrown out of court 

Protect your work online

• copyright symbol, your name, year at the bottom of each page and then on the about page a little larger 
• your username as part of the file
• upload at 72 dpi so that people cannot do much with them if they download them and try to use for things 
• read terms and conditions for the platforms that you are using 

Contracts

• you are a business, so you must have a contract for every job 
• confirm the license and accept the commission in writing every time, before you start any work (use AOI Acceptance of Commission contract)
• 1 year campaign for festival means when license is over they cant repost the same things or use any visual elements without renewing license or using me again as the designer - can keep on the website/social media as an archive
• 30 days invoice term and then 2% per month that it is late
• termination clause is important if the clients become difficult 
• cancellation clause means that if they cancel halfway through they have to pay a fee, but put it in the contract so they do not choose the percentage that they pay

Do not work for free - Working for free undermines the industry, your future career and income potential. 

Income

• need to be on 30k base salary a year to live a comfortable life 
• freelance should be working 130 days a year, 10am-6pm
• do not move to London as soon as you graduate unless you have a set job with a good pay 

What do you put in mood boards if you cant use other peoples work?

Try not to follow trends