On the subject of qualifications, this depends, a degree will certainly
help but talent is probably more important as are organisational skills,
how you work as part of a team and whether you ‘fit in’ with the other
people in the agency/department.
Proficiency in Quark, Photoshop, Illustrator are a must and Freehand and
InDesign will also do you a lot of good. If it’s a new media agency
then some kind of Flash or Dreamweaver experience will almost certainly
be required. If you don’t have experience in certain software packages
and an agency likes you and you’re really lucky, they may send you on a
training course.
If you are trying to get your foot in the door at a local agency, but
lack a folio and/or experience, there are things you can do. Design
stuff for your mates: club flyers, CD sleeves, logos, T.Shirts etc.
Offer to re-brand your Uncle’s dry cleaning business; make potential
employers/clients know that you understand the fundamentals; take a
client brief and present your ideas in an attractive and organised way.
Invent a bogus company and design a complete set of stationery and a
company brochure; design a website and think up an online marketing
campaign. Contact a local agency and offer yourself for work experience
during the summer holidays. Ask to sit in on client/designer meetings,
ask for a ‘real-life’ brief, go away and come back a week later and
present your work to the art director and his/her team. They’d be nuts
not to want someone around who’s hungry for experience, who’s willing to
help out to get ahead (and who can make a decent cuppa).
Network Network Network!!! Go to design conferences and chat to other
designers/exhibitors/guest speakers, go to the local club/art-house
cinema/gallery/café bar and meet the local movers and shakers. Go and
see the best local bands/DJ’s in your town – chances are there’ll be
lots of like-minded people in the audience. Target the small to medium
sized agencies, contact them and offer to take the art director for
lunch [art directors LOVE going for lunch!], infiltrate the local
art/music/independent film scene [delete as appropriate] and follow up
any good leads with a telephone call not more than three days later.
After that time, people would’ve forgotten you. Don’t be a pain in the
arse though – people won’t give you the time of day. Remember that
everyone started somewhere and even the top designers/art directors
still need to network.
Your portfolio
If you have lots of copies of your work and you don’t mind losing a few
along the way, then leaving your book isn’t a bad idea. If you only have
‘one offs’ then don’t. In this day and age, a good way to make an
approach would be via a CD ROM – that way you don’t have to worry about
losing work plus whoever you send it too can look at it when they’re
ready. Also, the design of the CD ROM itself can be another vehicle to
get your message across. Make sure it gets to your intended target and
then follow it up with a telephone call no more than 3 days later.
Your own branding
Personally I think it’s worth setting yourself up formally as a business.
01. Join design organisations and/or volunteer to their events
02. Work for charities
03. Get internships
04. Nurture a network of peers
05. Send fan mail
06. Create an online presence
07. Exploit your other skills
08. Submit work to competitions
09. Be nice, be bold, be humble
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