DISCLAIMER: I write blogs for an advertising company for lawyers, which is why this post is directed toward the law field.
Reasons for a Graphic Designer
Hiring a creative expert is one of the best decisions a law firm can make. Tying a brand together with graphic elements can make any business more appealing to prospective clients. Not only does hiring a graphic designer save time, but it can also bring in more revenue in the long run.
Project/Role Definition
If creating your own logo isn’t an option or there’s no time to spend on creating graphics, determining how to utilize a graphic designer is key. If a firm has a strong online presence, an in-house graphic designer could be the approach for efficient content creation. If a firm is simply looking for a refresh of their brand, a freelance artist is a more cost effective route.
Budget & Expectations
The old saying goes “you get what you pay for” and that’s generally true here as well. Outlining a design budget can help in determining whether to hire a contractor or bring someone on board as your in-house designer. The one-time contract option (where a firm agrees to a turn- key project cost) usually includes a new logo, stationary, a presentation, and a website. If you’re going down the employee path, receiving all those elements along with blog headers and social media graphics, should be an expectation.
Copyrights on images are also important to consider. If you’d like to protect your brand, there is a small amount of additional work and cost involved. Be certain to get an expert’s opinion before making a final decision here. Regardless of the path you take, make sure to scrutinize your budget before taking the leap.
Finding a Graphic Designer
Once you’ve decided which route to take, it’s time to find a graphic designer that can bring your firm’s ideas to life. The most promising way to locate a great designer with a reasonable budget would be to ask around and get referrals. A designer that is spoken highly of is more likely to be responsible for a high ROI.
If referrals are not available and Google searches aren’t going well, try browsing websites like Behanceor Upwork. Behance is an online portfolio website that can open doors to some of the best designers available. If you’re not seeing what you need there, we’ve found Upwork provides affordable designs with great portfolios.
We understand finding a graphic designer can be a timely process and can take patience. Stay resolute in your exploration as a great graphic designer is an extremely profitable piece to the puzzle (if done correctly).
Portfolio Review
A graphic designer’s portfolio is one of the best ways to determine if someone is the right fit for a firm. It will show the artist’s capabilities along with work they have done in the past. Reviewing this is extremely helpful to understand the artist’s style. A good rule of thumb is to pick a style that you already like in lieu of having a designer create a style you haven’t seen. Though nothing will be exact when work is produced for a new client, an overall aesthetic appeal is generally maintained in an artist’s work. If possible, find someone with a wide variety of design examples. This shows an artist’s diversity and the likelihood they’ll be able to create something you love.
Planning
Once a decision has been made on who to hire, it’s best to start brainstorming with regards to future projects. Formulate a few ideas you have so there’s direction when meeting with your designer. If you have an objective for a project, let the designer know as soon as possible so their creativity can begin.
Last, put together strong copy to go with the designs. This will ensure nothing has to be rewritten later. It will also provide clarity for the designer on your vision for the project.
To create a quick marketing plan for your designer, answer the following:
- Who is your firm? What do you specialize in?
- How would you describe your firm?
- What is your firm’s message?
- Who is your target audience?
- What is your firm’s style?
Deadlines
When dealing with designers, it’s best to schedule weekly meetings (at a minimum) with a final deadline in place. This ensures timely communication and allows you to see work as it’s unfolding (to prevent going in the wrong direction).
Another important element to consider is asking for appropriate file delivery. A designer that won’t give you the raw files should not be hired. Ask for a .jpg for Microsoft Office documents, an .eps (or .ai) to send to printers for high-quality vectors and a .png for transparent backgrounds (this can be used almost anywhere). Be sure to have them include multiple sizes as smaller versions will become pixelated when dimensions are increased. Last, have them provide a square icon for use on social media and black/white images to use when colors aren’t an option.