Let’s say you know that you need a design firm. However, you may not know how to go about hiring the right one for you. Finding a firm that fits your needs, whether it’s for a single project or for ongoing long-term assignments and campaigns, can be time-consuming and exasperating without understanding what to look for in a candidate, what questions to ask, and how to evaluate a firm’s past work. But it doesn’t have to be an exercise in frustration with a little bit of guidance. Here are some insights on how to make your search more productive and successful.
Criteria
The following is a broad-based list of criteria to use in assessing candidates, whether you’re looking at firms or individuals. These are also applicable to candidates in different design disciplines, including marketing communications, graphic design, architecture, industrial design, and digital/interactive design.
- Interview and Presentation
- Problem Solving
- Creativity
- Expertise and Experience of People
- Philosophical and Cultural Fit
Interview and Presentation Content
Obviously, you want to partner with a firm with whom you feel at ease. But keep in mind, for now, that on the initial in-person interview or meeting, you’re focused on determining the substance and content quality of the firm’s presentation, not on the style or dynamism of the presentation. Assess the following:
- How effectively did the firm select and present its case studies/past work in terms of relevancy to your prospective assignment/needs?
- Did the firm demonstrate a depth of understanding of its case studies? Was it able to address all aspects of the projects?
- Did the designer exhibit an understanding of your business and the challenges you’re facing?
- If you assigned the designer an initial test project, did it go beyond what was asked for? Did the firm stretch its thinking and approach to the assignment?
Problem Solving
It’s important that a prospective designer be able to easily grasp a client’s challenges and think strategically to create solutions. The ability to combine situational information with informed judgment and develop original, executable concepts is the hallmark of a superior designer. In the firm’s case studies, did it:
- Make optimal use of available information resources?
- Identify the most critical issues and draw a connection to your assignment/needs?
- Do a competitive analysis of your business/product?
- Take smart risks in any of its past work or on your test assignment?
Creativity
We all know that creativity is highly subjective. However, the only interpretation of what is creative or not that truly matters is yours. Regardless of how many awards or recommendations a design firm may bring, you need to be able to identify and understand what makes a candidate’s work stand out and appropriate for your needs.
- Did creative executions presented in the case studies make strategic sense?
- Did the creative concepts demonstrate innovative thinking? Were they provocative and distinctive? Were they relevant to the intended audience?
- Was the work executed with professional attention to detail?
- Was the work aligned with clients’ brand personalities?
Expertise and Experience
As mentioned above, if you’re going to be working with a design firm or individual designer on a regular basis, you need to be comfortable with them, especially when it comes to expertise and experience. How one feels and trusts a firm’s skills, track record, and management is at the heart of a successful client/designer relationship.
- What’s the perceived level of expertise and experience among the people who will be working with you?
- Has the firm or individual demonstrated capabilities across various businesses or types of assignments?
- Does there seem to be a good rapport among team members?
- If there is a senior manager on the team working with you, will he/she be involved? In what capacity?
- Was the firm receptive and responsive to your questions?
Philosophical and Cultural Fit
Great client/designer relationships are also built on a common sense of purpose and goals. There should be a mutual respect for one another’s approaches, processes, and style. The more similar these are between client and designer, the greater the opportunity for longevity, outstanding creative work, and fun and rewarding experiences.
- Does the designer share your core values?
- What does the designer’s portfolio say about the clients/work it prefers?
- How easy is it to communicate with members of the firm?
- Do you trust that the firm has your best interests in mind?
- Would you be okay if the firm presented ideas that challenged your comfort zone?
Conclusion
There’s no foolproof way to find the perfect design firm or individual for you. But these guidelines should help you gain a better understanding of what information to seek from a prospective design partner and how to process that information so that you can make a smart hiring decision.