Social Media and Creative Coop

12 January 2016

Lecture: Social Media
By: Marc De'Ath 

Today we had a chance to attend an extra guest lecture by Marc De'Ath, creative director in a trio with Alan Peart (technical director) and Ben Philp (design director) in the Creative Coop team. He gave us some very useful tips regarding future cooperation with a client and running own business.

Project 2015, Creative Coop 

Firstly Marc drew a visual outline of what his company does and its social enterprise character (creativity for good, not just business where only profit matters). He gave examples and shortly described some of newest projects (such as the one above for network of artists in Essex). He emphasized various demands on the market and need of building a team for particular projects (similarly to GTF approach). He also talked about their connection with local public section organisations, such as charities, council and housing association. 

''We are called the Creative Coop and we help build strong communities, by developing user friendly online tools, offering fun and authentic creative communications and designing innovative programmes of community engagement.'' (http://marcde-ath.tumblr.com/creativecoop)

It seems to me like they follow their mission of purpose beyond profit. There are particular rules and approaches settled, making the group who they are. Examples of their work show deep engagement with their mission and business. I really liked the idea of helping some residents build their own Internet connection at home, free of charge. It supposed to help them with digital communication and give better opportunity to find job in digital economy.

To be exact, there were eight particular tips for future working in the industry he presented.

1. Self Promotion (standing out of the crowd - perhaps not online...)
2. Marketing Mix (cover everything, hit all possible channels in digital projects)
3. User Led Design (audience and purpose/function consideration for a start; user = centre of the design, think of the users! their life styles, preferences, value for money etc.)
4. Think Accessibility (access to technology on different platforms, considered audiences: elderly and disabled people)
5. Being Responsive
6. Agile Methodology (breaking the project down to smaller chunks - sprints; responding to what's most important for the client: team review 1-4 weeks for instance, feedback to inform the next step, final push, challenge & improve)
7. Working with Developers (different mind switch, it can be difficult sometimes, make most of offer of what can be achieved; coding - designing cooperation)
8. Business Modelling (open mind, working through, concept/fresh idea).

''Advertising almost killed my desire to design.'' (Marc De'Ath)



Marc De'Ath states that it's very important to believe in what you're doing, to have own moral compass. He said id has happened for him to turn down some work that didn't match and advised to refer to someone else when possible. I would love to try different designer's roles and that's definitely includes advertising. I think the experience of working on advertising doesn't need to be only bad and I'm hoping to find an advertising agency where I could possibly do some good ethically work and make good profit. Although I'm aware that it may be quite hard to find. Nowadays a lot of brands confuse their audience by green movement and having very different primary goals - pure profit (money comes first). He mentions Nike's new wayfinding when past record of exploitation in Chinese sweatshops doesn't matter as much when taking a job (care for present actions, making things better). Integrity and authenticity is the most important to change the world.

Our guest as every other describes a bit of his own background and starting own business which (as it usually is) was scary and difficult. It was easy to imagine and agree with all that has been said about tough start of new company. It's being financially insecure. It can be up and down. However it has to be worthy doing what you love in the way you want. I has to be more rewarding too.

Marc is part of the group of three as mentioned before and this company model not only let to stand out from the crowd, but also there is less pressure for paying potential employees. It's just them three friends relying on each other and in case of bigger project or another specialist required, the team is arranged. It gives more opportunities to get new clients with wider offer on board and good chance to cooperate with other creative, learning something new. Sometimes its essential to understand some certain, basic terminology, such as in conversation between web designer and web developer. It's important to go forward and making work.

He also talks about the idea of Coop name and its origin from the political movement in 1920s. It had their brand matching style and ethics; learning more about it has affected company's ways/designs. That's how these three independent people gathered together to do something as a team.

Marc also mentioned that digital technology can definitely let down and some details about Internet connection should be considered at the first stage of new project. It's for casual communication with the client reasons but in this case web design), it's also maintaining the product updates, diagnosing the problem when something fails etc. Constant frustration. That's why I cannot imagine working for web design. There's only as much design software and IT basics I can take :)

We were talking later on in our graphic design group (as the lecture was for all creative courses) with him about some more interesting details and practices. Marc emphasized the importance of designer's online presence this days and talked more about social media. I personally think that he puts to much pressure on updates while working on a project. It would be nice to put it somewhere in the schedule as a part of the job possibly on weekly or monthly basis. I think it's more valued at the beginning to promote yourself. However it cannot put the priority of actual project development and realisation on a side. It can be done in a bit of later stage as soon as considered and documented properly. I also hope to separate my job and personal, family life as much as I possibly can, with good time management... so I won't loose on any of it. There has to be a good balance, that's for sure in my case.  

Coop company has particular and clear work-flow, project management and set of digital tools being used (e.g. Slug instead of Skype, Google Drive, Dropbox). Marc gives few more advices: personal profile reflect on you professionally; you have to understand technology to promote yourself and show your personality and stories behind the processes/approaches/solutions there (chatting to people on Twitter etc. can be very effective while trying to look for clients). Meeting people face to face or even remote conversations, definitely help to engage with others and raise opportunities. He also said one thing which was really encouraging for a start in the creative industry: ''It's not just about big portfolio.'' Good online presence and social engagement makes half way of fitting in. Thinking of it this way surely encourages a fresher :)

It's definitely essential these days to have nice online presence. During the summer break especially, I want to concentrate on it a bit more and finally build professional website and possibly make personal blog (to present mature designer's personality and practice). Integrated public response is vital to arise somehow in the field of graphic design. As discussed today (which was very useful) blog should be well-considered tool for interaction and self-promotion (layout, content: who you writing for, who you are and what you stand for; anything picked from everyday life and experience put in interesting way). Employers possibly often look at blogs and websites and it's a chance to make much better entry to get the job; there is more possibilities than just with the CV.

Another thing we discussed was: are the web designers and generally graphic designers in good position at the moment as so many tutorials and online tools are available to anyone online? It is a bit tricky, and in fact, scary question... but I think not everyone can design and the results will vary. To get professional look people will hire professionals.

I quite liked the idea of giving away little designs while starting up a career as soon as is properly accredited and copyrighted (unless of course it's something more valuable). It's great self-promotion indeed and exposure is more important at this stage. Helping charities or even short term free experience could be another good solution for start.