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It is the same thing that I encounter when talking to agencies who are continually successful in the DBA Design Effectiveness Awards, and also in those that manage to recruit and retain the best staff. They have a process for everything.
Many an agency will champion their creative process and rightly so; it’s tried and tested and delivers great work for their clients. But away from creativity, shying away from ‘process’ is still a common trait. Is it because, as an industry, we are supposed to have a freewheeling, fly by the seat of our pants approach to life and somehow process – especially when applying it to our businesses – appears to go against this ethos?
For a small, lifestyle business this approach may work perfectly well. With low overheads a business could cope with the peaks and troughs of agency life. But it can take a toll on the agency lead. We have all seen people burn out.
So, the answer must be a process for everything? Well, yes and no. Having something written down as a guide for everyone to follow is essential, but crucially it needs to be simple and even more crucially it needs to be followed. I bet you already have a folder called ‘Processes’ hidden away on your server that hasn’t been visited for years.
When it comes to new business you need to decide who you are targeting, why you are targeting them and when and how you will go about doing it. Otherwise you adopt the ‘spray and pray’ approach that DBA Expert Natasha Ellard-Shoefield recently discussed in this article for the DBA; Natasha makes clear that a more considered, process-led approach from the outset, is key to developing long-term client relationships.
The business as a whole will benefit from everyone knowing what is expected of them and how they are meant to behave; once you’ve got your process, write it down and communicate it to the rest of the team to make sure they understand.
The same principle on processes for new business can be carried throughout the business. How do you combat the problem of assessing the effectiveness of your work? Ask the right questions on KPIs and measurements at the start of the project and log the responses into your project timeline so you can assess your success after the project has finished.
With recruitment and talent development decide what skills you want in your business and look for those. Consider asking a staff member to redact gender and ethnicity information from CVs prior to viewing so that you are not swayed by unconscious bias. It is a common trait to recruit in your own image rather than on talent. Put the processes in place that will help you get the right person for the job, rather than the best you can manage to find.
Be creative with your processes if that helps – but keep them simple. Fitting into a process will not stifle your creativity, it will allow it to flourish.
Gery Wibowo | Unsplash
Entered jointly by client and designer, and rigorously judged by industry leaders in three rounds of judging, the Awards represent independent and authoritative recognition of the unambiguous value of design.
This year – we saw the impact of design across the spectrum. Hear more from Design Business Association Chief Executive Deborah Dawton.
We are delighted to announce the 2019 shortlist of 59 winning entries below.
A third panel of judges, consisting of CEOs from FTSE100 and some of the UK’s leading brands, will meet in April to select the winner of the prestigious Grand Prix award. View the full list of judges here. Here’s more from Chairman of the judges, Clive Grinyer, on the awards themselves.
The shortlisted entries will find out if they have won Gold, Silver or Bronze at the award ceremony and dinner at the Royal Horticultural Halls on the 12thof June.
Book your tickets for the 2019 Design Effectiveness Awards here and find out what a difference design makes.
|Intel Corporation||2LK Design & Moving Brands||Intel at Mobile World Congress 2018|
|Moredun Research Institute/Wormvax||4c||Barbervax® Commercial Vaccine Production System|
|Shelter Scotland||999 Design||Campaign Identity and Chatbot|
|Warner Edwards Distillery||Biles Hendry||Warner Edwards Gin|
|AB World Foods||BrandOpus||Blue Dragon|
|Gloucester Rugby||Brond||Gloucester Rugby Rebrand|
|Anadolu EFES||Brown&co The Brand Collective||Bomonti Beer|
|Quorn Foods||Bulletproof||Quorn Redesign|
|SlimFast UK||Costen Creative||SlimFast Advanced Vitality|
|One Stop Stores||Cowan London||One Stop|
|GlaxoSmithKline||DCA Design International||Sensodyne Daily Care Toothbrush|
|Fourth Wave Wines||Denomination||Elephant in the Room|
|Diageo||Design Bridge||Gordon’s Gin|
|Diageo||Design Bridge||Smirnoff Red White and Blue|
|Jacobs Douwe Egberts||Design Bridge||Kenco|
|Jacobs Douwe Egberts||Design Bridge||L’Or|
|Mondelez||Design Bridge||Cadbury Heroes Advent Calendar|
|22 Street Lane Nursery||Elmwood||22 Street Lane Nursery|
|AND Digital||Elmwood||AND Digital Identity|
|The London Oil Refining
|Loterie Romande||Else||Loterie Romande Platform Redesign|
|I C Scandinavia||Free The Birds||Eleni & Chris Salon Signature Collection|
|Oettinger Davidoff AG||Free The Birds||Winston Churchill Cigars|
|The Govan Community Project||Good||The Govan Community Project|
|Freixenet||Hunt Hanson||Freixenet Prosecco|
|Barwood Capital||Kimpton Creative||Barwood Capital Identity|
|Edrington||Kinship Creative||Naked Grouse Rebrand|
|Covestro||Landor||Covestro: New Brand|
|Newby Teas||Lewis Moberly||Newby Classic Tea Collection|
|General Mills||LOVE||Häagen-Dazs Redesign|
|Lloyds Banking Group||M Worldwide||Lloyds Bank Manchester|
|The Primal Pantry||Midday||Branding for The Primal Pantry|
|Pharmaceutical Press||Modern Human||British National Formulary (BNF) App Design|
|Inspire, Culture, Learning and Libraries||New English Design||Beeston Library|
|General Mills||Pearlfisher||Oui by Yoplait|
|Meatsnacks Group||Pearlfisher||Cruga Biltong|
|Pearlfisher||Pearlfisher||The Pearlfisher Garden|
|Zana Morris||Pearlfisher||The Clock Gym|
|EE||Quinine||EE Showcase Store Design|
|Anglian Water||Spring||Anglian Water’s First Water Funfair|
|McVitie’s Cake Company||Springetts||McVitie’s Moments|
|World of Zing||Springetts||World of Zing|
|Eve Sleep||Studio Minerva||Eve Mattress|
|Berrywood Primary School||The Canopy Studio||Green Heroes|
|Paxman Coolers||The Engine Room||Paxman Scalp Cooling System|
|Lloyds Banking Group||The Honest Brand||Halifax Flagship, Oxford Street|
|Severfield||Thompson Brand Partners||Severfield Rebrand|
|Thirsty Planet||Thompson Brand Partners||Harrogate Water Brands|
|Autistica||William Joseph||Autistica Website Redevelopment|
|Third Space||Without||Third Space Rebrand|
|Harvey’s Brewery||WPA Pinfold||Harvey’s Rebrand|
For full information about the DBA Design Effectiveness Awards, including winning case studies from 2018, please click here.