When you begin your search for the right design or media house, start out by knowing what you want and like. If you visit the web site of a design firm and all of their projects look the same plus it’s a look you don’t like, chances are they’re not a good match for you! Even if you like their look, do you really want a web site or Ad that is less memorable and doesn’t stand out because it looks exactly like any number of others?
The best studios to look for will display a wide range and versatility between their projects. This shows that they aren’t focusing on a specific style that happens to be what they personally like or are good at. Instead, they’re probably focusing on what’s appropriate for the clients’ specific needs or target markets. This also means that they will be able to create the look you’re going for or recommend one that would be appropriate for you (as long as you can give them a little guidance or direction because you’ll still want to personally like the final product).
Furthermore, make sure not to get too discouraged if you see a project or two you don’t like or have trouble finding projects that fit your look when you surf their web site. As long as they show versatility in their ability, show quality examples and you can give them a direction to head down – even if its just a web site you like the look of or a magazine or TV ad that appealed to you – they should be able to take it from there.
Don’t be afraid to look outside of your local area for help, as well. Today’s technology simply makes constant contact and the ability to view sketches too easy to limit yourself. Wouldn’t you prefer to have concepts emailed over to view at your own desk without having to drive across town, anyway?
The next thing to do is check for a client list. Is there anyone impressive on the list who was confident enough to hire them, or are all of the companies unknown? If they don’t have a client list on their web site and don’t even want to provide one upon request, that’s a bad sign that their previous clients weren’t satisfied or they’re too inexperienced and probably haven’t been around long enough to reliably create quality work. Be straight forward and ask how many years they’ve been around (if the web site doesn’t say). That will help indicate the quality of work, experience and whether they are likely to still be around in a year when you need new materials produced.
Try to find a design and media house that will be able to help you create most or all of the materials you might eventually need. Even if you’re starting slow or aren’t sure you’ll ever need a particular service, if you acknowledge that their might be a slim chance, you’ll thank me later. It’s difficult enough to find a studio that is trustworthy and works well with your company, you don’t want to have to start the whole process over again just because you’re going to start advertising on TV when you’d only done Direct Mail pieces in the past.
This is additionally important if you ever want to develop a brand or visual cohesiveness in your advertising and corporate identity. You want to know that the designers and editors working on your materials have a firm understanding of your brand or image because they will work far more effectively for you. The last benefit is that you can often receive a discount from the sheer volume of work you need, which is always good.
Even if you think you’ve found a good studio at this point, make sure you now what ALL the costs are. Some studios will charge you for everything they can think of when all is said and done. It won’t show up in the bid they initially send over, but you’ll have to pay if you want the final materials delivered. Everything from lunches or phone conversations to “research” or outrageous duplication costs (and far more creative things) can end up on your final bill. It’s better to risk offending an honest studio than get hit with an extra $10,000 on your bill because you didn’t check for hidden costs!
Finally, don’t be afraid to spend money to make money. Corporate communication is simply like any other business decision and involves investing time and resources. All too often, businesses rely on intuition or take short cuts in an effort to save time and money. The problem with this kind of philosophy is that it rarely works. In the design and media industries, you definitely get what you pay for – especially when it comes to video, audio, web sites or 2D and 3D animation.
Copyright CVP Productions 2004
Michael Millhollen is the Head Graphic Designer at CVP
Productions, an award winning full service Design, Animation &
Video Production studio based out of The Kansas City Metro Area
but servicing the entire U.S. Visit http://www.cvpproductions.com
to see if they’re the right company to assist you with all of
your promotional & advertising needs.
