This blog entry is for an Art Institute student here in Colorado. We typically get a lot of inquires from students and designers looking for work or wanting some kind of information on us, so we thought this would be a good way to let you know what we do and how we do it. Here were some of her questions and our answers.

1) What are the most important steps that you took to reach your position?

1. Talent and Education: every designer must first be talented and then have a education; 2. A good understanding of Marketing and Sales: graphic design is the tactical means of communication – if we aren’t selling verbally, we’re selling visually; 3. Learning HTML/CSS and Flash: broadening your skill set and design arsenal makes you more valuable to any design firm. Just because you’re a good designer, doesn’t always guarantee you can implement your ideas. Having a client hire you for a print piece then asking you back to do an online advertising program will always bring more work and credibility to your portfolio; 4. Presentation: You must be able to sell and present yourself professionally (SEE NUM CHUK SKILLS BELOW).

2) How many other designers work with or below you in your department?

2-5. We work with a production artist and a web designer, and then contract out our flash and high-level programming.

3) What is the most important characteristic of a young designer looking to move up?

Talent, presentation and a strong balance between Web and Print. Every designer I believe should know how to construct a simple brochure-ware website and also be able to set up a multi-page print piece. Experience and motivation and the desire to grow is also important. Find a non-profit or someone who will give you experience, even if it means working for free. It will surely bring dividends when applying for an agency position.

4) Is there a source you or your company prefers to enlist new designers from?

Not really. All of the talent agencies I’ve ever worked with discount designers work and expect you to take less than industry standards. Its better to apply directly.

5) What do you look for when hiring new designers?

Experience with clients, strong understanding of how to take ideas and make them real using industry applications and once again – a well-balanced web/print portfolio.

6) What are some common mistakes that new hires make?

I’ve interviewed several designers and most will come in with an unorganized portfolio and the inability to describe to me what the project’s objective and goal was. If you can’t tell me why you did the things you did on a particular piece how will the client understand what his/her return on investment is? Designers must be savvy on color theory, font, layout, form and function and especially how to sell themselves. And in working on any piece, always have someone review your work for spelling. One spelling error can turn a great project into mush. Be patient, in time you will eventually grow into much larger projects and more exciting work!

7) Have you ever done or do you now do any freelance work?

Not really, we are too busy working on agency-related projects.

Is there a scale you use when pricing the work you do?

No. We typically price a project on the amount of time it will take from an hourly rate that then translates into a fixed price. Printing, photography etc. is extra. It doesn’t matter if your a Fortune 500 or a start-up. We believe and know first-hand our work brings value and profit to our client’s businesses.

9) How do you decide what to charge your clients?

See above. We always work on a fixed budget. It gives the client a set price that will not change. We find it works out better at the end of a project. There is nothing worse to a client than going over the price you agreed upon. If it does happen, we make sure they are fully aware. If there is any problems alog the way, we will always eat it. Better to save the relationship and take a hit then to lose the client all together.

10) How do you choose your clients?

We choose them typically on what kind of business they are in, budget and what interests us. We have more experience in one industry than others. We try to find out what kind of people they are through the survey and pre-qualification process and if they will be good to work with. Bad language, unprofessionalism, being disrespectful, late payments are all undesirable in a client. We never take any project that compromises our integrity or the Garrison Everest brand.

11) What sets your company apart from other graphic design firms?

Talent and firms are a dime a dozen. We have to ask ourselves this question all the time due to Denver’s competitive market. It really comes down to who you are and who you work with and what’s your specialty and approach. Without saying to much here… our specialty is delivering exceptional creative work that brings TRUE VALUE that directly affects our client’s brand position. Our approach is to find the white space in which our client’s can best communicate and provide solutions that resonate with their target audience.

12) What advice do you have for someone in college?

Seek experience to gain a balanced portfolio in print and web, don’t let your ego get in the way, present yourself professionally and know how to sell your ideas and yourself. And most of all, be teachable – glean every experience.

In addition, I also want to say I’ve sought to surround myself with like-minded people who are amazing business men/women, marketing minds and creatives. They have contributed immensely to my success and the success of this firm now celebrating 5 years this month. When people see that you are eager, willing to learn and have the talent, the right people in life will see themselves in you and help you by referrals, advice, teaching or by mentoring. I have a strong mentor who contributes to my career growth on a monumental scale. Your work-ethic and reputation will carry you far or stop you short. When I first started I was eager and willing to work hard and do whatever it takes to succeed and through perseverance it has paid off. I can only say that if this is what God made you to be, you will always succeed.

I hope this helps! I invite you to add your comments to this entry.

Regards- Joshua Claflin, President/Creative Director