Graphic: Hugh Dubberly

What do designers do? I ask this question to may folks, and the answer is never the same. Some people say “designers make logos.” and some say “designers make websites”. I would answer ‘yes’ to all these responses, and then ask myself what happened to good old print?

Point here is, the first decade of the 21st century is over, and the term “designer” has migrated from a paper-centric profession, to ‘a creative type that makes things that make things happen’.

Let me elaborate. Design thinking and strategy typically had a more narrow field of view. It was the scenario that if you went to school to become a graphic designer, you looked for a job doing layout, logos, and posters. It would be your job to design that advertisement or cd package for a company or band.

Now, the playing field has changed dramatically. A designers value as a professional is not solely based on the “perfectly designed portfolio”. You can have a set of fabulous designs in your portfolio, but that does not guarantee you a job. You need to sell yourself as a cutting edge, competent, knowledgeable, and indispensable professional first, then show that you have visual design skills. How valuable is ‘fabulous design’ if nobody wants it? A five minute conversation can make or break the hiring factor. Cut the fluff, and make them want it.

Now, lets get hired.

This leads to how we at Dirk+Weiss approach and strategize our projects. Each time we are asked to work for a client, a specific set of steps is planned that revolve around a specific goal.

1. Brainstorm / Info Session
2. Research
3. Visual Sketching
4. Prototype (Working Demo / Programming)
5. Presentation
6. Visual Refinement
7. Development
8. Delivery

This combination of research, visual sketching / barnstorming, and real-time prototyping make for a most efficient workflow. Typically, wireframes would be created for web projects. These wireframes would be a printed document of many, many pages. As informative as they may be, there is still an abstraction between form and content in presentation. In place of wireframing, we create web based prototypes that show information architecture, and features in context. (More on this…)

The caveat of any preliminary presentation, wireframing or prototyping, is the misconception that the project is “close to done”, or somehow the visual design of the final product is reflected. The prototype advantage is not immune to this, it just decreases the abstraction variable, and makes the whole project seem more real.

The heart of any process is a goal. Our goal is to make the design and development experience as clear, and efficient as possible, while maximizing our clients return on investment.

Recently, we took part in Pecha Kucha Boston. Pecha Kucha is a creative lecture format/event that gives a handful of speakers 20 slides and just over 6 minutes to give their pitch. When it was our turn to take the floor, we unveiled not only a bit about or “number one hit single” project Anyone Can Swiss, but the concept of how designers can use “Our Design” to become the new Rock Stars.

Our Design – Working Theory

Our design simply means, all of us: designers, architects, painters, electricians, programmers, taxi drivers etc… Design is no longer limited to single fields of study. It can’t be. If designers are to continue to be meaningful and valuable to the world, they must multi-discipline themselves. It is already difficult enough to convince your clients why design cost money and takes as much time as it does.That’s why, with the Our Design method of working, return on investment is 100% a priority.

The key is to understand and communicate to your client, that design is more than just the planning, graphics, and final tangible object. It is the shaping and influence that you as a designer have over the entire project. From planning and production, to post quantitative and qualitative analysis. You know, the numbers that show your client what you did, actual worked! Otherwise, your just ‘pissing in the wind’ as the colloquialism states.

By first logically analyzing all the connections that come in contact with a project, a designer can find new or ‘un-orthodox’ resources for greatness that may have been overlooked in the past, due to a narrow field of vision and study.

By implementing the ‘Our Design’ method of working, and by learning and applying as much knowledge and skill, to all of the projects you work on, the more value you can bring to the table. The days of the ‘lone-gunman’ designer are over. One mind could make a project work, but many minds, working collectively, can make more than a splash. They can make every project a “Number One Hit Single”.

The Beatles were more than musicians. They were a machine. Turning out Hit Single after Hit Single. It was not the vision of one person, but a collective vision (even in the years after the White Album).

Designers are the new Rock Stars

Do I hire a designer that just does front end? Or do I hire a designer that does front end, back end, and understands social media?

Our design is not just a design process, it is a fundamental shift in the way things have been done in the 20th century. The web and hardware technology have not only opened up new avenues for designers, but have dramatically increased the rate and efficiency that people learn and absorb information. It has also, very quickly, changed the way and rate in which humans communicate.

The days of copy cameras, paste-ups, and type foundries (of physical type as objects), are extinct. We all know, however, that technology does not make you a better or worse designer. It can however make you a more efficient, well rounded designer, and thus, possibly, more valuable to a client.

Designers now have the tools to do a great job, fast. One could say that the availability of the tools to the world (Adobe Products, Typefaces, Etc…), has caused a transparency effect in the world of designer. Now, anyone can access the tools for free (legally or not. That’s an ethics question that is unstoppable). Of course, you have to know how to apply design thinking to the tools to make them work. But the point here is, there is less Magical Mystery to the end user.

Part of the magical secrets of the designer have been revealed, and so, some may say designers must work harder. Well, maybe, it depends on the designer. But one factor is true: Designers must work Smarter, Faster, and More Efficient to deliver a killer product every single time. The way to do this, is to be aware of trends, technology, and the way the world operates. We learn a lot just by watching someone on YouTube or Google something that we want to know. Its safe to say that someone out there has already covered the topic in question. Its free, so go get it!

Our culture is now running on a fast, and ‘in your face’ foundation. Text messaging has replaced phone calls and blogs have killed print news. Designers must constantly be making new connections that can keep their clients running 200% above the rest. “Hit Single” projects can be your fifteen minuets of fame, over and over again, each time bringing in not only notoriety, but new contracts and revenue.

“Designers are the new rock stars!”

Wednesday, July 22nd, 2009 – On Wednesday night we spoke to a crowd of photographers, designers, and architects about our ‘number one hit single’ Anyone Can Swiss. The response to our presentation was quite exciting. We met some really great people, and enjoyed the 20 slide, 6min 20sec format, as it is in the vein of how we work: fast, to the point, and with maximized efficiency over all.

I had lots of great conversations with many people. If you didn’t get a chance to say ‘Hey!’, then drop us a comment below!

Thanks Everyone for a great evening.

Dick Dale: King of the Surf Guitar, has been marketing and promoting himself in the music business for well over 40 years.

Some great points on being a musician and marketing yourself in the music biz. His wise words are just as valid for almost any form of business or service. To be successful in your personal endeavor, you must have a thought-out, smart business plan that includes a way to market your goods to the highest bidder.

His other great point was about taking the so-called “record label” route, which he claims will steal all rights and privileges to your creations, in this case his music. I’m sure its pretty close to his description. The key here, is that Dick is treating his music like a business and has learned that by being sharp and smart, you can with the big dogs, and keep all the profits.

Again, this applies to not just music, but artists, designers mechanics,cafe owners, and just about anyone  who has an idea that they want to see come to life.

Note: This is in response to “Letter from AIGA’s incoming president” from AIGA National
http://www.aiga.org/content.cfm/letter-from-aigas-incoming-president

Firstly, Don’t get me wrong. I have had some great times working and planning events with the AIGA. The Boston crowd is a great one. I was a student member for two years, and then I lapsed my membership when the dues went up. Typical story.

After reading the letter from newly elected AIGA President Debbie Millman, I was both relieved, and well, let-down. The buzz words were there that enticed me to read on (facebook, connection, transparency etc..). But when I got to the end of the letter, I noticed a few things that jarred me. Here are my comments on each section of the new AIGA initiative:

The Connectivity Initiative

This initiative boasts that “a revolution” is happening! Quick! Gather your vintage, socially active posters, and unite!! – Well, when I think of the typical AIGA fashion sometimes that is my first thought. But really, if you are a working designer right now, this is not news to you. You probably found this post by checking your Facebook or Twitter. There is a new communication structure in the works that is to be “progressive, authentic and meaningful”. I am hoping at least that what ever it is, can be proven to be effective for jobs, and useful before people buy in. There is no more “trust me” source any more in this Twitter environment we live in.

The Inclusivity Initiative

You can imagine our understanding of Debbie’s point about multi-disciplined designers feeling out of sorts with the AIGA. For a while there, we here at Dirk+Weiss felt that way. But however, only recently, have our view points changed about this topic. I feel, at least in the Boston chapter, that the need to embrace all viewpoints of design has come from a dwindling membership and the need to be unique in a print-less environment. It is great to see that AIGA National has started its 21st century emergence (even if it is nine years later), but I get the feeling that its still, just too slow of a process, and there is a lot of catching up to do (and fast).

Also, I have had a long standing gripe with AIGA’s perspective of students or recent graduates. Students are commonly overlooked by AIGA as real designers. But in reality, students are the future of this profession. They will be in the next wave of industry trends. Even in Deb’s letter, there is a feeling of catering to the thirty and over crowd. Just because someone has recently graduated, or is about to, does not make them a less valuable member of the design community.

Let’s see some student board members!

In the 20th century method, junior designers became senior designers after having much “experience”. Well, experience never hurt anyone in any field, but the playing field has changed remember. In the 21st century method, that same junior designer has probably been laid off, and is now creating a web based company, and some sort of viral mechanism to promote their venture. Why? How?! It’s simple. There are tools out on the web that allow almost anyone to do this and enable it to be seen by the world.

AIGA needs to become one of those tools. A viral, job-getting mechanism. This means they need to pull the trigger on more situations. I have noticed in my dealings with AIGA, that pulling the trigger is rare sometimes.

Oh yeah, “Break down barriers by 2014″? again, too slow of a process. In today’s time management arena, six months is long term, and technology is king. Predicting and strategizing a whole nicely packaged plan for that long away is overly ambitious, I think, for AIGA, or any company/organization. The real solution here is to get the AIGA vehicle up to the speed of not only its members, but to non-designer folks, you know, your clients. Then, when at that speed, determine how far ahead to look and plan.

Advocate the AIGA Mandate

A new mandate is a great launching pad for new things. But, I had no idea there was an AIGA mandate before I read Deb’s letter.Hmm…

“As a result, we have adopted a bold new course for meeting our mission “to advance designing as a professional craft, strategic tool and vital cultural force.”

The official new mandate can be found here.

Still, I hear nothing about how AIGA would like to help get you jobs. Designers understand their ‘craft’ and ‘strategy’. In this economy, AIGA needs to be more than an “Inspirational Resource”, and actually help promote designers to non-designers.

How about this for a new AIGA mission: “The goal of AIGA is to promote the value and effectiveness of designers to the world”.

We here at Dirk+Weiss are active participants with AIGA Boston (although not members). The trend it seems is now from the ground up, rather than the top down. I feel that chapters are becoming much more independent, and almost competitive, with each other. A great, and healthy point. We feel that progression is happening, and love seeing it happen. Even if it means pushing all the right (or wrong) buttons.

Overall, all comments aside, we would like to say good luck in your new endevaur, we’re rooting for you AIGA.