Making brands more distinctive

We’ve got a new Designer joining us shortly. We’re very excited about it too. It was an interesting process finding the right person. You’d think it would be as simple as saying we need them to do X,Y and Z and then find someone who had the experience or capability to do it. But like finding a new agency to work with it’s never that easy.

So what makes a good designer or agency? Ability to use software packages proficiently? Well, lots can do that but it’s not really an indicator that they are any “good” just that they are trained in moving pixels around.  Using a layout pad, pen and solving the problem first is an equally valid measure of good design.  What about the ability to generate ideas, to be creative? Once again it is a hugely subjective matter. Inappropriate creativity, developing the wrong approach, no matter how superficially exciting is just as bad as having the creative skills of a doorknob.

How about project management? I’ve worked with some really good creatives, copywriters, photographers and designers but when their work is late or missing a bit then they may as well have not bothered. Being able to manage yourself and the project is just as important as your creative approach.

So what’s my point?  Finding the right person should not just be about ticking boxes and measuring hard skills. More importantly it is about recognising that soft skills, which can be developed and improved, are probably more essential in the long run. Recognising this means that you’re not just limited to finding the perfect Designer for the job but the perfect person for the agency.

Joe