Interview: Graphic design tips for nonprofits
You might have seen one of her recent projects — the super smart new identity for the Vancouver Foundation.
I’ve known Isabelle for years because she designed this website and the identity for my company Blueprint Fundraising and Communications. Her approach is creative yet practical. And here are some of her tips for working with designers.
How can nonprofits benefit from working with a professional designer?
A competent designer will help identify your organization’s unique message and collaborate with you to find the best means to achieve your communication goals. Building a long-term relationship with a designer or agency also ensures that all materials have a consistent look and feel and speak in a recognizable voice.
Are there special challenges in working with nonprofits? Is it different than working with a corporate client?
A key difference is a misconception that tight budgets preclude the need for a cohesive communications strategy. Time, money and resources are often limited for many smaller companies and nonprofits. Not having a clear plan can result in an ineffective use of resources and disjointed messaging. This is certainly not unheard of in corporate clients but not as common. I’ve also encountered a limited understanding of the value a professional designer can bring to the table—which we are trying to remedy here.
How can nonprofits can get the most out of their work with a designer?
1. Involving the designer at the earliest possible stage of a project. When the designer or team is involved early on there is an opportunity to develop copy and visuals concurrently, leading to a more cohesive whole.
2. Collaborate with each other. When the client and creative team can both offer their knowledge and expertise the final product will be more successful. A competent designer should build on and give shape to your ideas but might also push them or new ideas in directions you had not envisaged. Allowing this process to occur will allow you to get the most out of the experience.
3. Follow a process. As a first step, parameters or a design brief should be outlined to guide the creative process: the audience, the aim of the message, how success will be measured should be determined at the outset and used to evaluate the proposed solution. Secondly, a timeline and deliverables should be outlined (and adhered to) so the project stays on track.
Any tips on making a design budget stretch?
1. Have a strategy in place or enlist help to define one for the year, taking in consideration your goals, your resources and your budget.
2. Build long-term relationships. Whether you work with a printer or designer they can offer advice on formats, production processes and materials. They might also work with you on pricing if they know you will continue to work with them.
3. Offer sponsorship opportunities. Printers or creative companies are often keen to give back to their community or supporting causes they believe in by reducing their fees or working pro bono. Including a credit on the printed piece or web communication is a way of recognizing their support by offering them exposure. This method will work better if you follow point number two as well.
Are there nonprofits that you think do a great job in their visual communications?
The Brooklyn Academy of Music has been consistent. The new Seattle Art Museum identity and visual language is simple and applied flawlessly to all communications tools the museum puts out making it instantly recognizable. The Big Issue (magazine sold by homeless people in London) has been consistent for years. The National Film Board has done a tremendous job of solidifying and expanding on its identity in the long-term.
UPDATE: Isabelle has another tip — on where to find a designer if you need one. Check out the Society of Graphic Designers of Canada. You can search for a designer by region and look through online portfolios. The Society requires a portfolio and credentials review by peers for acceptance and ensures members (individuals or companies) adhere to the guidelines of the profession.
Thanks Isabelle!
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