The design process, FAQ, and a word for anyone new to hiring creative
Where are you starting from?
New brands
Bring your ideas and I'll build on them, or we start from scratch and I'll show you a few directions the brand could take.
Rebrands
I tighten and modernize a personality you already have.
Established brands
Your voice works. I keep it, and extend it to new products and packaging.
The design process
Working together might go something like this:
The design brief typically 1 to 2 days
The initial gathering of information about the project, your business and your industry is the most important step of the design process. There's no shooting in the dark for good design. Rather, it's a strategic process that results in visually communicating a targeted message. The design brief is the central go-to document for the design process. It contains the scope and goals of the project, information about your company, consumers and competition as well as general design specs and deadlines. If you are unfamiliar with writing a design brief, we can do it together. I don't work without one… in fact… no designer could.
Research typically 2 to 4 days
Getting to know the ins and outs of your project is essential in maximizing the success of our work together. Types of information that might require additional research not included in the design brief could include design trends in your category, canvassing your competition for design and production techniques, understanding the history of your industry or, if budgets allow, purchasing or hiring market research.
Sketching & conceptualizing typically 2 weeks or more
The physical design part of the project starts with sketching design concepts. These concepts are fully fleshed-out ideas and communicate the style and design intentions for the finished project. Sketching and conceptualizing is a process that floats back and forth between the creative process of designing and the scrutiny of the design brief.
Presentation of design concepts
You will be presented with a selection of unique design concepts to choose from. This is an important part of the design process and its success depends on good communication and honest feedback. Depending on the scope of the project, concepts can be prepared specifically for consumer focus groups or business presentations.
Redesign & layout typically 1 week or more
Often, one of the initial concepts is selected as-is or with minor changes. Sometimes it's important however to go back to the design process in order to fine tune, redesign or explore another design path. You are not charged for redesign as long as the scope of the project has not changed. Redesign can happen due to a shift in the project, a misunderstanding or the lack of critical information in the design brief.
Production typically 2 days or more
Keeping your designer in the production process is the best way to make sure your final project ends up as intended. Printing technologies and printers vary greatly; what would be important in printing a shrink label using flexography is not the same for printing a silkscreen wrap label. If needed, having a quick meeting between me and your printer when handing over the files can save a lot of heartache later. If you need help hiring a commercial printer for your project, I can help you find the right fit.
Pricing
I require 50% down payment to secure your project on the design schedule and to begin any work. Depending on the scale of the project, I will either split the remaining balance over the rest of the process or bill you after the project is completed. I also have 30 day, 90 day and longer retainer agreements for extended work. Payments can be made via check, credit card or bank transfer.
FAQ
Who is Brandpack?
Me, Mark Hazel. I keep things small, so it's just you and me. If and when for larger projects we need more bodies, I can pull from a group of vetted freelance engineers, web development and marketing gurus I've worked with before… or we can use your own.
What kind of ways can I hire Brandpack?
Clients hire me on a per-project basis or on a design retainer contract for a specific duration of time. I offer short term one month retainers that are fixed or renewable as well as longer term agreements.
Do I have to sign any sort of contract?
All projects require that both parties sign a work agreement. I will supply the agreement which outlines the process, deadlines, payment terms, project goals and general work terms of the project.
What if I don't like any of the designs you give me?
I work from a targeted creative brief that is based on information gathered from you about the project, your company and your design goals. If the designs themselves are off, that usually means the design brief itself is off too. As long as there is no large shift in focus, we go back to the drawing board and I give you a different selection of concepts to choose from… at no charge. Although it hasn't happened yet, if you are still not satisfied, I would pro-rate the project fee and we would go our separate ways.
What happens if the project changes or I have to cancel it before it's completed?
Minor changes to the project are part of the process, however large shifts in the project scope will require us starting over. Any completed work is pro-rated.
Do I own the usage and copyrights to the designs you give me?
Yes. After final payment is received I transfer all rights and usage of the final design to you. Unless prearranged, this does not include initial concepts, concepts that were not chosen nor creative assets that are not part of the final production files.
So… how much does it all cost?
Preparing an estimate for you is always free. My hourly design rate fluctuates depending on how you want to work. A monthly retainer secures you the lowest rate, yet a fixed fee project might be best for smaller projects. On average, most packaging projects I work on range between $2,500 to $8,500.
Can you also help with getting my project printed?
Yes. I have commercial rates with a vetted group of printers and decorators that are at the top of their game. I've been working with most of them for more than 15 years.
Will you work with a printer I want to use?
Yes. I'm happy to work with your printer.
How will we share files and communicate throughout the project?
I am used to working digitally. Email, phone, video conferences, screen sharing, text messaging and chat are available depending on how you like to work. I share files via Dropbox and WeTransfer.
New to hiring creative?
If you are new to hiring a freelance graphic designer, there are some things you should know. Whether we will be working together or not, it's good to be informed.
Be honest about your design needs
Not all graphic designers are created equal. Don't hire a designer just because it's the lowest bid… nor just because they've worked on a national brand. Do you need a seasoned designer for a polished commercial look, or is something cheap and fast good enough? Either answer is fine.
Know what to look for in a portfolio
Reputable designers and agencies have a portfolio for clients to review. When looking through it, pay attention to the role of the individual designer in each of the projects. If it is not listed, ask. Younger designers usually only perform a small part of a design project under the art direction of another more experienced designer. Also, some design teams for example may have only been part of designing the merchandising display and not the packaging or branding itself. When appropriate, you might want to ask how long a specific project in the portfolio took, or for a brief description of the process behind some of the design decisions that were made.
Commercial design isn't personal expression
Don't hire a designer or design firm because of their “style.” A good commercial designer can design in any style that's appropriate for the brand. A hip vodka company's packaging should look different from an organic salad dressing's packaging… but they both need to be on target. Any portfolio should offer a range of styles showing the diversity of art direction and design. What's the quote? “Design is meant to solve problems while art is meant to express them.”
Check the fine print
You should be provided with a solid set of terms for the project as part of the estimate. What are the exact fees? Are redesigns free as long as the nature of the project hasn't changed? What is the turnaround time for each part of the project? If these items are not clearly defined, go elsewhere. There should also be clear information available about licensing, usage and copyright to the finished materials.
Designing “on spec”
Designers do not traditionally work on spec or for speculative work (work done in anticipation of being paid). If you feel like you need to “test out” your designer before hiring them, you should move on to another designer who can provide you with the confidence you need to hire them based on their work and experience.
Outsourcing
Outsourcing creative and graphic design can be helpful. Using low cost design solutions from India, eastern Europe, South America and Asia can save you some money on general layout design. However, if you need strategic design that speaks directly to a certain consumer, it's best to make sure your design message is not lost in cultural translation and hire a designer “local” to your customer. That may be India or South America depending on your market.
“Mark is a true professional and a real artist. He is very responsive, very easy to work with and goes above and beyond helping a client to find the best solution. Highly recommend to everyone and will definitely hire him again soon. Thanks Mark!”
– K. Petrov from Sydney, Australia