Know your audience As Ian Anderson, founder of the Designers Republic, expresses “always think about your audience. If the self-promo is presented as an exhibition, then who do you want to come, and what do you want to say to these people? If it’s a piece of self-promo in which it’s sent to potential employers or clients, then what is it that these people want to see?” If you can answer the questions above, then you are on the right track.

Self-Promo Rule 2: Mention your results

When you complete a project successfully, don’t wait for that annual performance review to be acknowledged for it, send your manager a brief email outlining the result. Perhaps you led a team that completed a big project on time and 10% under budget. Many people fear that they’ll seem like they’re bragging or self-praising. But remember that self-promotion isn’t actually about you. It’s about the impact of your work, and that’s not something you want to conceal.

Self-Promo Rule 3: Be present

A renowned designer advises, “Be present at Industry events, social gatherings and online hangouts.” He mentions that he’s gained clients just by talking to people and some had never heard of him before, however this is where having a decent online portfolio comes in handy. Handing out “creative” and “unique” business cards will assist you to stand out from the crowd, make sure to “whack” the URL on the cards with your details to build up your clientele.

Self-Promo Rule 4: Be an industry expert!

You should also seek to be visible outside of your firm. A social media presence helps employers and clients perceive you as a person. Be strategic on LinkedIn, Twitter, and Facebook and use those platforms to communicate about what you want to be known for. Beyond the virtual world, you can also promote yourself as an expert by writing or speaking about your area of expertise. Industry publications and websites often always need more contributors, propose a topic or submit an article to help get your name out into the industry. (We’re happy to share articles on our site, email us!)

Self-Promo Rule 5: Create something of value

If you’re going to invest your time and energy into something that you want to represent your work, then create something of value. But what does this actually mean? Putting something out that’s too good to throw away is when you know you’ve won. We’re always bombarded with promotional junk, which is usually neglected and paid minimal attention to. This will ensure as many people as possible acknowledge you and your work.

Last but not least; have fun!

Never attempt to go out of your way to create something that will get you exposure. Your more than likely going to overthink it and it won’t work. Creating something while enjoying the process and putting it online without extensive marketing is most important in letting your brand naturally expand. However, this isn’t to say you shouldn’t promote your work. But rather letting others appreciate your work without forcing them to.

The secret to good self-promo is to not make it about promoting yourself. As much as literally everything you do is a piece of promotion. Spending time exploring your interests and crafting to the most rigorous level will inevitably lead your work to the people that need to see it. Having said that, we still understand that it’s a tough and competitive market. But brilliant ideas executed with craft and passion will always rise to the surface. Whether its useful, shareable or something so mesmerising that the recipient cannot bear to throw away. A carefully considered and prepared piece of self-promo is an investment that can pay off time and time again.

If you require help in deciding on how to brand yourself and create self promotion, get in touch with us by visiting the Project Planner or get in touch by filling out the short form on the Contact page. We’d love to discuss ideas and get the ball rolling! Click here to read more tips!

• 5 Steps for Sustainable Design
  • • 1. The Usual
    • 2. Put a Stop to E-Waste
    • 3. Our Influence as Designers
    • 4. Research our Resources
    • 5. Stay Informed
    • Here are some examples of innovative and sustainable designs that we love!
    • Let’s Work Together
  • Fill out our quick and easy Project Planner by clicking the link below. We’ll then check your brief submission and arrange a quick informal meeting over a cup of coffee to discuss how we can help you.

5 Steps for Sustainable Design

This year has been pretty tough for all of us. With all the continuous negativity it’s sometimes been difficult to see the positives of the situation. But there are positives, huge ones in fact!

Back in June 2020 we all saw the world begin to heal! The pictures were everywhere and the evidence was damning. After months of the world being at a standstill we saw the swans going back to Venice, we saw the waters at Blackpool clear, and we saw the damage that we’ve done start to reverse.

So, in honour of Global Recycling Day, we thought we’d take a moment to point out 5 things we can do in our roles to help continue that change and promote sustainable design.

1. The Usual

This is the easy part- changes in the workplace. Whilst these aren’t necessarily specific to the design industry, they’re still important to mention.

Firstly, all(!) electricals should be turned off when not in use. Computers are one of the main resources used in design and they use a crazy amount of energy. Where you can, just keep them off.

Secondly (and probably most obviously), use energy efficient light bulbs wherever possible. I know certain areas require specific lighting like studios etc, this is just to say where you can, try opting for energy efficient alternatives.

Lastly, think globally, act locally. Do what you can where you are. Here at Waterside we use local printing companies to cut down on our carbon emissions. It’s about the small things we can do to help the big change for sustainable design.

2. Put a Stop to E-Waste

Like most people, designers use computers everyday. Still the majority of us aren’t recycling them.

E-waste contains massive amounts of chemicals like mercury, lead, and beryllium (believe me, they’re as serious as they sound!) that are harmful to us and the environment. When electricals are dismantled during improper disposal, these chemicals end up in our land, seas, and air.

Currently, the UK is the second largest producer of electronic waste globally, producing around 1.5 million tonnes a year. But less than 20% of all electronics globally are recycled. We can’t carry on like this. As an industry we need to take responsibility and recycle.

3. Our Influence as Designers

We may not realise it, but designers can play a hugely influential role in how businesses conduct themselves. In creating efficient websites for our clients we are able to digitalise many of the documents they have previously routinely printed. Turning paper based forms into fillable PDF documents is a small service we can provide that can be massively significant in reducing their paper wastage.

We’re in a unique position where we have the power to influence other businesses and industries outside of our own. We should use this opportunity to encourage our clients to take a green approach in their business practices and packaging choices.

We don’t deny that sustainable alternatives can be more costly than other options available. However, being ‘sustainable’ can often act as an advert in itself.

More and more, customers are becoming aware of their responsibility to buy sustainably, and frankly the market has never been better for eco-friendly products and packaging. Brown Kraft packaging is fast becoming branding in itself, consumers see it on a shelf and immediately get a sense of a brand’s values.

We know it doesn’t suit everyone’s image but there are always other eco-friendly options that we should encourage clients to consider.

Sustainable design goes beyond just the designer, we have to acknowledge the impact of what we create and try to encourage our clients to consider natural resources as part of the design.

4. Research our Resources

The volume of materials used in the industry is vast and there are always ways we can improve on this; starting with our paper consumption. Bleached paper requires the use of toxins that leach into our water system. The paper industry itself is responsible for massive amounts of deforestation.

In the endeavour for sustainable design practices we should always ask ourselves if there are better options. And there are.

In the global market, around 13 million metric tons of pulp come from alternatives to wood, and all of this can be used to make paper. Tree-free paper alternatives utilise pre-existing agricultural waste like sugar cane, straw, hemp, seaweed, algae etc. We should all aim to try and bring eco-conscious alternatives into the industry. And even better, where we can, go paperless!

Most of us are also aware of the damage that ink can cause to the environment. Many of us have switched to soluble and vegetable inks in our work already, however this is also something we must pay attention to in the design process. Some inks can render cardboard and other seemingly green products unrecyclable. When designing, we must always encourage safer and more eco-friendly options for our clients.

5. Stay Informed

Most importantly, something that we all must do, is stay informed. The Society for Responsible Design is a website dedicated to keeping designers in the know about how we can continue to make changes for a sustainable future. Developments in ink and eco friendly packaging materials are constantly making headlines, the change is happening, so let’s get creative and see what we can do to help save the planet!

Here are some examples of innovative and sustainable designs that we love!

• How to refine your studio’s process with these 5 simple steps
  • Rob Howsam and Stuart Youngs of “PURPOSE” explain the five-stage “See, Think, Create, Do, Review” approach, which helps to add substance to the work. You must be wondering who these guys are. Rob, formerly at Lewis Moberly co-founded Purpose back in 2003 and Stuart Youngs joined the agency three years later. They are now both executive creative directors at Purpose and therefore it would be wise to take this advice on board.
    • Stage 1: Step back. Look around.
    • Stage 2: Write the strategy
    • Stage 3: Turn the talk into the walk
    • Stage 4: Make it run 
    • Stage 5: Look again 
    • Let’s Work Together
  • Fill out our quick and easy Project Planner by clicking the link below. We’ll then check your brief submission and arrange a quick informal meeting over a cup of coffee to discuss how we can help you.

How to refine your studio’s process with these 5 simple steps

Rob Howsam and Stuart Youngs of “PURPOSE” explain the five-stage “See, Think, Create, Do, Review” approach, which helps to add substance to the work. You must be wondering who these guys are. Rob, formerly at Lewis Moberly co-founded Purpose back in 2003 and Stuart Youngs joined the agency three years later. They are now both executive creative directors at Purpose and therefore it would be wise to take this advice on board.

You’ll find the following tactics help you to become more streamlined and efficient in your marketing efforts, and hopefully more successful too – saving you time and money along the way. What’s the secret? It’s all about focus. Read on to find out more.

Table of Contents

• Know your audience and pick your niche
• Follow your audience and get heavily involved in their sector
• “You want to stay relevant, active and interesting as well as consistent in your communications.”
• Blog content that adds value and gives away information
• Try to implement at-least one of these tips into your marketing strategy. Don’t be discouraged if you don’t see high engagement in the first couple of months. It’s all about consistency and ensuring new clients or users see the history of consistent posting and engaging with existing users which may turn them into a new customer/client!

Know your audience and pick your niche

You could say you do absolutely everything for everyone if that suits, but you might be spreading yourself a little too thinly and opening yourself up to wider competition. You need to focus. Hone in on exactly what makes you special and figure out who will really appreciate your input.

In which case, pick a specialism and choose a target audience. You might, for instance, sell handmade floral arrangements for car showrooms. Or perhaps you focus on shooting food photography for trends cafes. Whatever you choose, write down who you are and what you do and who you do it for. Pin it to your wall. From this point forth, you will live and breathe it.

In fact, what you choose to do and who for will inform your entire marketing strategy. You’ll be amazed how easy everything else falls into place from this point on. When you’ve got a spare minute, your first tasks are as follows:

• Update the copy on your website:Write with your audience in mind: what will they like to see and read? What are their interests? What are their problems? How can you solve them? How can you add value?
• Define who you are, how you help and why you’re better: Once you’ve nailed your web copy, come up with a clear and compelling value proposition, i.e. the main reason why someone should hire you. This will be the first thing people read when they land on your website, so take some time to write it and don’t be afraid to tweak if it isn’t working. It should explain how you solve clients’ problems, deliver specific benefits and tell the ideal customer why they should hire you and not from anyone else.
• Freshen up your social media: Make it flow with what you’ve updated on your revised website. Add your value proposition to your bio’s, for instance, and ensure your profiles match what you’re saying elsewhere. Use the same logo or profile pic for your display picture, so people can easily recognise you across different platforms.

Follow your audience and get heavily involved in their sector

Specialise in architecture and design? It’s time to sink your teeth into loads of relevant Twitter and Instagram accounts, blogs and magazines, events and exhibitions. You’re going to spend a little time each week doing one or more of the following:

• Read up on the latest industry news: With your morning cup of coffee, grab a copy of the latest trade magazine, or read your favourite blog, and enjoy finding out more about the movers and shakers – the very people you’d love to rub shoulders with. Which brands are making waves? Who’s doing what? Soak up the news to boost your industry knowledge.
• Get involved in the conversation: Follow relevant people on social media and engage with your followers. Like their pictures, leave comments, respond to direct messages. Don’t have time to share content? Use Bufferto schedule social media posts, so you remain active even when you’re busy.
• Comment on other blogs and magazines: Sign up for profiles on relevant online publications and magazines to raise your profile by leaving comments on articles. You’d be surprised how many people will click on your website link to find out more about what you do.

“You want to stay relevant, active and interesting as well as consistent in your communications.”

Blog content that adds value and gives away information

With all the insights you’re gaining from a daily ritual of tweeting, reading and commenting, you’ll certainly have plenty to blog about. There should be no excuse – every day you should be populating your website with fresh content. But not just any content; words and images that are relevant to your target audience. Because you’re hitting home your specialism as well as tackling your SEO.

• Share tips that your audience would love: Tutorials, how-tos – they continue to be popular and can attract a wealth of visitors to your website. With your audience in mind, write your own tips and tricks. Don’t worry about giving away any business secrets – people won’t want to do things themselves; they’ll want you to handle the work.

One final tip – whatever you add to your blog, don’t forget to share it on all your social media channels. You want to stay relevant, active and interesting as well as consistent in your communications.

Try to implement at-least one of these tips into your marketing strategy. Don’t be discouraged if you don’t see high engagement in the first couple of months. It’s all about consistency and ensuring new clients or users see the history of consistent posting and engaging with existing users which may turn them into a new customer/client!

To see how Waterside can help with your marketing strategy, email info@watersidecreative.com to get more information. Sign up to our monthly newsletter with helpful tips, updates and more content like this blog. Visit the Project Planner to start working together.