My Process: Unpacked
Contrary to popular belief, Graphic Designers don’t just “click a button” and let the computer draw something for them. In the same way, a mechanic doesn’t just “turn a wrench: and suddenly bring your decrepit Honda back to life. But, just like with a mechanic, you want to know what you’re being charged for, and why, when you hire a designer. The more you understand about the process, the easier it is to tell if you’re getting a deal or a dud. So, let’s take a spin through my design process.
STEP 1: HOUSTON, WE’VE MADE CONTACT
Whether I contacted you, or you contacted me first is pretty irrelevant. At this stage, we are going through the motions of introductions and you start to tell me about your business, your project goal, or the latest news in sports. One of those three things I will be pretty illiterate about, just an FYI.
What I need to know is what are you looking for. You are interested in hiring a designer for a reason, what is it? Do you need a new logo for your startup? Some brochures to hand out at your next trade show? A cool vinyl cover for your newest album? I have no idea, but you do. So let’s talk about it:
You: “Hey Dave, I’m excited at the potential of working with you. I need a new logo design for my online business. I’m not sure where to start or what all is entailed in logo design, but I know I need one.”
Me: “Thanks for considering me as your designer. I love logo design and everything that goes along with it. Tell me about your business. What do you do, who do you do it for, and why do you do it?”
At this point, I am trying to learn about your needs. I am going to ask more questions than a toddler on a road trip. This is a good sign. I can’t do my job effectively without information about your business, and thank goodness I have you, the most qualified person to answer those questions.
We will talk for some time, I will take notes, and I’ll ask if you need anything beyond what you first brought to me. Honestly, yes, I am trying to add services. I like the work, and more importantly, I like to make sure you are getting everything you need while also figuring out what you don’t need. Are you a sole-proprietor trying to run a small business on your own? Then most likely you won’t need a 24-page brand guideline booklet to accompany your logo design. But, you may need some help getting your social media accounts up and running.
After we have determined your needs, I’m going to go home, because I love my family and want to spend as much time with them as possible. Then, I am going to put together a project brief, an estimate, and a corresponding contract. This is the big turning point of any project.
STEP 2: DEAL, OR NO DEAL
Hopefully, my presentation skills are better than Howie Mandell’s, but then again, he’s famous. After I write up the brief, estimate, and contract, the ball is back in your court. Review the documents I send:
THE BRIEF
This is an overview of everything you have asked me to accomplish, and a summary of the details you have provided. It will serve as the scope of the project (what you are paying for and any parameters of the project). If something seems off, let me know and I can revise. It’s best to get it right the first time to save everyone’s efforts as we progress.
THE ESTIMATE
No, it is not a quote, it is an estimate. That being said, I’m not throwing darts at a bunch of arbitrary numbers on the wall. I carefully consider the scope of the project, timeline, difficulty, risk, quantifiable and qualitative data, and previous experience to give as accurate of a cost estimate as possible. I will list things in an itemized fashion with associated costs. If you see something that you decide you don’t need or want, I’ll happily remove it and send you a revised estimate.
THE CONTRACT
I know most people, myself included, say that we read the terms and conditions, but let’s be honest, that never happens. We should both make an exception here because this is 100% a legal document. I am agreeing to provide you with specific services with specific terms and specific expectations. For example, I expect that if you are going to hire me, then you will pay me. Just like you expect that I will provide what we agreed upon. This serves the purpose of making sure we are both on the same page, and that we are both accountable to pre-arranged terms of business. It is in both of our best interests.
DEAL
If everything looks good to go and you are ready for me to begin work, send me a signed copy of the contract along with the required deposit amount. Once that is all received, I will get to work.
NO DEAL
Either you want me to revise the aforementioned documents, or something has changed and you are no longer interested in working together. If the latter is the case, then no worries, we are all adults here. Just let me know what’s going on and we will both go on with our lives.
STEP 3: WORK IT OUT
Contract: signed. Deposit: received. Work: started. Welcome to:
ROUND 01
“Whoa now, round 01? you never said anything about fighting…”
You’re absolutely right. Remember, the first rule of fight club…
…I’m just kidding, this has nothing to do with that. A round in the design world is a period that I, the designer, works on the project. Once I am done with this portion of work, I will send it over for you to review and supply feedback. At that point, Round 01 is complete. The number of rounds that are included in the original estimate is listed in the contract. The “normal” amount is two to three rounds, but that number can change if we have agreed on something else before the onset of the project. More on this later.
Round 01 mainly consists of initial concepts. Let’s say you hired me to design a logo. This part of the project involves me conducting research, developing appropriate concepts, and preparing them to present to you. Just like rounds, the amount of initial concepts is flexible but will be determined at the onset of the project. Also, this usually includes two to three concepts.
“So, you’ve sent me these concepts. What do you want from me”
Well, I’m glad you asked. I want you to consider the concepts that I have supplied and determine which direction you want to go to. For example, out of concepts A, B, or C, you like C. However, you’re not a huge fan of the color. No worries, you just send me the feedback you have, and I’ll start incorporating those changes as I begin…
ROUND 02
This is the simplest part. I implement your feedback and send it to you. I will also include a friendly reminder that there is only one more round of revisions left before I send you the final art. So, consider it carefully, and send me any other revisions/feedback you may have.
ROUND 03
The last round. I will make the changes we discussed and get the design ready for delivery. This includes prepping the files for print if necessary and packing up everything in a nice and organized manner so you can utilize it well.
FINAL ART
Wait, we are done already? Yep! It goes by pretty quickly most of the time and that’s good for both of us. Efficiency is just one of the many values in my design work. Keeping everything rolling and streamlined is incredibly satisfying.
You will receive the artwork all packaged up nicely and ready to use for your purposes. Now that you have everything you need, you will supply the final payment, we will shake hands (virtually or physically), smile and go on our merry ways. It’s been a great time working together and hopefully, we will get to do it again in the future.
Step 4: Yeah, but what about…
I HAVE SOME MORE CHANGES BUT I’M OUT OF ROUNDS
No worries, I’m more than happy to work those in. Part of the contract that I have you sign gives an overview of what happens when there are additional rounds needed or revisions. Anything beyond the original scope of the project will be charged at an hourly rate specified in the original contract. The other option is to do an updated contract for the additional work that you need. this can be beneficial if there are a lot of changes or an entirely new direction.
I FOUND AN ERROR
Oh no! let’s take care of that immediately. While accuracy is key and I do my best to make sure everything is error-free, we are all human and sometimes we make mistakes. If I made an error, I’ll own up to it and we will work together to fix that.
I DECIDED NOT TO FINISH THE PROJECT
Things happen, life gets the best of us sometimes, and we can’t be prepared for everything all the time. If you are unable to continue with the project or If you are unhappy with the progress or the direction at any point, just let me know. You can pay for the work up to that point of the project and we can part amicably. No hard feelings.
CAN YOU SEND ME THAT FONT YOU USED
I’d love to say yes, but I have to say no. Long story short, most fonts are licensed to the individual user and are non-transferable. If you like a font that I used in your project, I am happy to send you the information you need to purchase the font on your own. Best case scenario, the font is free-to-use, but that’s often not the case. On the other side of the coin, if there’s a font that you want me to use, I will have to purchase the license to use it.
STEP 5: Dolla Dolla Bills ya’ll
Let’s talk about some billing and invoicing. I think transparency is important in this regard. So I want to make sure that you are clear on what I’m charging you and why. Coming back full circle to that mechanic metaphor at the begging of this article.
THE INVOICE IS MORE THAN THE ESTIMATE. WHY?
There can be several reasons for this, but the most common are:
There are materials that I needed to purchase to complete the task you requested of me. Stock photography, fonts, domain names, etc. These are all things specific to your project that I bill for. I charge a 25% markup fee on these items, which covers the time spent properly licensing and managing the necessary assets for the project. This is outlined in the contract you will receive.
You requested work that was outside of the original scope of the project. I will remind you before proceeding if a request does not fall within the original agreement, so you are aware that a corresponding charge is coming.
Don’t worry, I’m happy to explain anything you may have questions about.
HOW SOON DO I HAVE TO PAY YOU?
How soon do you pay after getting your oil changed?
But in all seriousness, the final payment is due upon receipt of the final art. Basically, you wake up in the morning, check your email and see a nice email from me with your project carefully packaged for your use, and then you open up your checkbook, fill one out, and send it in.
CHECKS?
Yeah, I know it’s 2020, this is more about me making a point, but if there’s a method of payment you prefer, I have options. Many clients like to use Paypal or other online services.
WHAT IF I CAN’T PAY RIGHT AWAY?
Oof, that’s no bueno. If you are unable to pay the final invoice, I will not release the copyright to you until it is paid in full, which means you can’t use it. Also, once payment is 30 days late, I start charging a 20% fee per week until the final payment is received. While this has yet to happen, it should come as no surprise. Mostly because I will be in contact fairly frequently until payment is received.
And THERE YOU HAVE IT
This is a pretty in-depth look at my process and business practice. If you have any questions or comments. Please let me know. I am happy to answer any questions you may have.