Defining my universe, or at least trying too.

At the moment I'm confused as to who I really am as a graphic designer. My main skills idea generation and working digitally for either web or print. I do prefer working alone and having my hands on every part of the design process, it means that an idea I have doesn't become distorted or changed drastically through committee, although, I have had good experiences working collaboratively. I know that freelancing or working independently would suit me, and I hope that the lectures I attend during this module will help me find my way to a career that suits me and more importantly I am happy with.

Of the work I do, I would say there is quite a diverse range of design styles and approaches throughout my portfolio. Most of my work is for print production so that narrows down my potential consumer base. The need for my work lies within magazine and book publication as well as print design for the music industry, such as packaging, posters, etc. One design agency who I admire is BigActive. The agency has a range of design specialists working there, and each designer brings something different, whether it be illustration, art direction, or moving image. The work they do is something I aspire too, and look at for inspiration.

BigActive have done iconic work for the music industry and they also work in the brand identity and book design fields. The main source of work tends to be in illustration although they also do layout work as well. BigActive is a good example of agency who have no boundaries yet have a clear focus. They continually add to their 'family' of designers and they seem like a good agency to work for.

BigActive's client base is full of musicians as well as photographers such as David Bailey and Magazine publication 'Scene'. A agency of this stature and market dominance can afford to pick and choose the work they do, which is all down to their reputation.

I hope to contact BigActive at some point to ask a few questions about how the agency is run and how they deal with their clients.

Looking at the 4 p's in the marketing mix, Product, Place, Price and Promotion, my product would be the service I give to a client. So the physical work I do, whether it be a business card or 60ft banner advertisement. The product I sell would depend on the need of the consumer and I would fulfill the needs of the consumer based on what brief I am given. The product would also have to be tailored to fit their needs, so it would not be a case of someone needing a business card and me supplying one, because that is what templates are for. I would design based on my clients aspirations, as well as their consumer market. So the product I supply is not set in stone as there are a whole range of considerations that would change the face of what I create and how I work.

The core product for example would be the business card, and its tangible nature would be how its designed and printed.

The place is quite flexible for what I am doing, and I could trade all over the world. The flexibility comes in production mostly. Most designs are sent digitally to clients or printers, and this would save on postage and running costs for me. I could even send files to be printed abroad if I needed to. For someone in fine art this would probably be more of an issue. The downside to trading all over the world would be the personal approach, suddenly my design would have less or no character because I would be able to understand a clients needs without effective communication.

My price would be reflected through quotation, and would be tailored to fit with the client and their needs. Pricing work competitively is obviously the right thing to do but not to undersell yourself. On the other hand I was reading a book by 'Plazm' called '100 habits of successful graphic designers' and one the sections talks about not doing charity work, which I tend to agree with a little, when designing for free too often you are just doing yourself harm, however doing some 'pro-bono' work doesn't do any harm because charity work is often widely distributed and if you have done a good job then paying clients will take interest. So with that in mind pricing is important but you have to price accordingly to your client otherwise you will lose out or they will eventually go somewhere else once they know they can get it cheaper.

Promotion is another major important part in graphic design because self promotion can be hit or miss. My promotion has to be in places where my target audience is going to be, and where they are going to read. So if I was to target music or publishing executives, my best way to advertise to them would be either through printed mailshot or internet based portfolio samples. Both ways would be instant and would mean they have samples of my work right away. It would be important to design for the market they are targeting, something that would appeal alongside music or articles they publish.