The majority of industry talks I have attended so far have featured those still based at a design agency. Though David McDonald does have agency experience, working for the both highly influential agencies, Infinite and Gardiner Richardson, he prefers to work freelance and has since left both companies to pursue this. It was great to hear a different perspective and gain insight into the freelance world.
McDonald asked for client confidentiality. He did show and talk through some great pieces of his work, but I would like to respect his request and not relay the companies and identities on here. Instead, I'd like to focus on his advice.
"Ideas give you an identity. They need to be diverse, thats the key. You don't want to be known as a great designer, because anyone can learn to use a computer or to draw. You want to be known as a great problem solver."
McDonald stressed on the need for good ideas. Similar to Sarah Hanleys talk, he explained that we as designers need to be able to transfer skills into every direction and project. We need to be problem solvers, and be able to think for ourselves. Often designers are perceived as being "arty" and just being able to work a computer. I know that misconception has been thought of me when I explain that I am studying Graphic Design. But what the job description often misses out is the need for ideas. To be able to come up with great, fresh ideas which challenge and receive results. And that requires a lot of mental work.
It's not a job area you can switch of from. Ideas come in all shapes and sizes, at any and all times. McDonald spoke of one of his freelance jobs, where he was inspired by the building the company was situated in. He states that the answer was right there in front of him: and it was simple. Designers often overlook simplicity, but complex ideas hit walls. Simple ideas are everywhere, and can be built to be an unconventional approach. They unlock people, are easy to follow and recognise, and can create a cultural following.
The solution is always in front of you: it's always in the brief. In the years of my course I've often skimmed through the brief until I have a good understanding, and then I usually turn to the internet for research. McDonald mentioned that the internet is overwhelming. Yeah, it's a great place to be inspired, but we compare our work to what we see and we end up underestimating ourselves. And the majority of the time, what we need for the "big idea" is really in the brief itself!
He also spoke about getting started in the design field. Suddenly we are five weeks away from finishing the course, and its more vital than ever that we understand what steps to take next. As someone with 19 years experience, and who graduated from the same course I am undertaking, he offered some insight.
"I spent my first year working on my portfolio. It's difficult to get into design, and it's definitely not a quick process. It's a lot of hard work. But that being said, it was my sketchbook that got me to where I am now, not my finished, polished work. Industry folks want to see your ideas, not your laser sharp work, but it is good to show a mixture of both. If you include a finished piece, show examples of your scamps and brainstorms of how you got there, and it will translate more to those critiquing."
We need to position ourselves differently to the rest. Our portfolios need an identity, they need to be diverse. They need to be flexible. Design in Newcastle upon Tyne is a small, aging industry, as its becoming more and more about advertising in the city. So it's important to be you, and get across your openness, willingness to change and your fluidity as not just a designer, but a person.
You need energy. McDonald credits his energy for helping him fast track his position through Infinite. But with that energy, you also need to be 100% yourself. It's important that you don't head into an interview acting one way, to get the job and act another. Especially if you use social media and online platforms.
McDonald explains that a digital persona is extremely important in the industry now. It's a way of showing your interests before an interview, and employers do look. He said he wouldn't trust someone who didn't put their handles and URLs on their CV, especially in this day and age. But it's also important to use them sensitively, show your personality without ruining your image. Your language needs to reflect you, and be honest, but focus on putting across the best parts of you, and projecting yourself as well as you can, without watering down what makes you "you."
McDonald also spoke of knowing names of designers: and to send letters out rather than emails. "Getting mail is much more personal, because your presence is there in their hands. Emails are quick to skim through and delete, and theres little care about it because it's so informal and regular. Mail is still the way forward." And in those letters, we should never say, "I am looking for a job," but rather, ask for feedback. Every designer has been in our situation and they are more than willing to help, and even if you don't receive a job offer, you are bettering yourself and your work. Constructive critique in this business is extremely necessary, and it's also a play on their ego. It's also important to not focus on the level of designer: junior designers will be more willing to meet and help you get a position than a creative director.
Finally, McDonald stated that as a northerner, we have a great advantage in our field. Similar to what Founded said, we are outspoken and have quite a bold and daring attitude, and thats what makes us so different to London. We are not trying to be up and coming, and the next big thing: we focus on the customer, on the concept and making a connection.
McDonalds talk was extremely informative. Through showing us his designs, he allowed us to know he was credible and that he knew what he was on about: his advice following was really helpful. I'd say McDonalds talk was possibly my favourite out of all the industry talks I have been too, because now I feel a little bit more prepared. There's still the fear of what comes next, but that jump is something I need to take sooner or later, and I know a lot of what McDonald has said will guide me.
You can see more of David McDonald here.
