Managing Corporate Design: Best Practices for In-House Graphic Design Departments

Managing Corporate Design: Best Practices for In-House Graphic Design Departments

by Peter L. Phillips

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Overview

Corporations increasingly view graphic design as a core strategic business competency in a highly competitive climate, and they are challenging their in-house designers to supply far more than a service or support function. Their new role is to provide sound solutions to real-world business pressures. Managing Corporate Design addresses—head-on—these new challenges in a highly practical manner.

Peter L. Phillips writes specifically to corporate in-house graphic design groups searching for positive, accessible methods to better establish their group as a core strategic business competency. This guide covers:

Developing a framework
Assessing the value you offer
Recognizing the business role of design
Communicating in a corporate language
Gaining and forming business relationships
Developing design briefs and approval presentations
Managing and hiring staff
Incorporating creativity
Overcoming obstacles and moving forward!

These fresh strategies and more provide actionable tools for helping corporate design teams meet the new business demands of today.

Allworth Press, an imprint of Skyhorse Publishing, publishes a broad range of books on the visual and performing arts, with emphasis on the business of art. Our titles cover subjects such as graphic design, theater, branding, fine art, photography, interior design, writing, acting, film, how to start careers, business and legal forms, business practices, and more. While we don't aspire to publish a New York Times bestseller or a national bestseller, we are deeply committed to quality books that help creative professionals succeed and thrive. We often publish in areas overlooked by other publishers and welcome the author whose expertise can help our audience of readers.

Product Details

ISBN-13: 9781621536758
Publisher: Allworth
Publication date: 10/23/2018
Pages: 224
Sales rank: 732,557
Product dimensions: 5.90(w) x 8.90(h) x 0.70(d)
Age Range: 18 Years

About the Author

Peter L. Phillips is an internationally recognized expert in developing corporate design management strategies and programs. He has had more than thirty years’ experience as a senior corporate design manager, a consultant for many Fortune 500 companies, and a lecturer. He is the author of several books, including Creating the Perfect Design Brief: How to Manage Design for Strategic Advantage (Allworth Press). He lives in Marblehead, Massachusetts.

Table of Contents

Introduction xi

Acknowledgements xv

Chapter 1 Design Management 1

"Developing a Framework for Design Management" 1

How the Most Successful Design Managers Describe Design Management 7

So, What's My Answer to the Question, "What Do You Do?" 11

Chapter 2 Design Managers Must Be Able to Speak the Language of Business 13

Words to Avoid in a Corporate Environment 14

Communicating in Business Terms 15

Chapter 3 The Model 17

The Value You Offer 17

Why Am I Not Invited to Higher Level Strategy Meetings? 18

Paradoxical Leadership: A Journey with John Tyson 20

Accountability Versus Responsibility 24

An Exercise to Get You Started 24

Recognize the Business Role of Graphic Design 27

Another Worthwhile Exercise 28

Mutually Valuable Relationships 29

Use the Organization Chart Exercise Again 31

Implementing Efficient Work-With Processes 32

Partnering on a Global Level 33

Making Change Possible 34

Should In-House Graphic Design Groups Charge a Fee for Design Work? 34

Get Out into the Real World 38

Credibility and Trust 38

Chapter 4 Determining the Real Work of the Function 41

Making a Proposal to Hire More In-House Staff 44

Chapter 5 Maintaining the Momentum 47

Chapter 6 The Collaborative Design Brief 51

Client or Partner? 52

Co-Ownership 53

What Level Should the Co-Owners Be? 54

Getting Started 54

RFPs Versus Design Briefs 55

What Must Be in a Proper Design Brief? 55

What Are the Prime Objectives of the Project? 55

Why Is this Project Necessary, and Why Is It Necessary Right Now? 56

What Business Outcomes Are Expected from This Project? 57

Identify Key Stakeholders 58

Some Essential Elements to Include in the Design Brief 59

It's Like Stir-Fry Cooking 59

Design Is Only One Ingredient of a Successful Business 60

Partners Need to Understand Each Other 61

The Design Brief Project Team 61

FAQ 64

Summary: Ten Basic Rules for the Design Brief Process 65

Chapter 7 An Example of a Design Brief 67

Chapter 8 Managing an In-House Graphic Design Staff 97

Graphic Design Professionals Are Unique 97

The Design Process 98

The Climate Needed for In-House Graphic Design 99

Making Sure Your Graphic Design Staff Is "On-Board" with Becoming a Core Strategic Competency 100

The Importance of Being a Mentor 102

Professional Development 103

Chapter 9 Motivating Your Graphic Design Staff 105

You Must Understand Personalities 106

A Few General Thoughts about Motivation 111

Physical Environment 112

Chapter 10 Scheduling the Workload 115

The Unknown Projects 118

Chapter 11 Hiring and Terminating Employees 121

Structuring the Interview 125

Portfolio Review 126

Terminating an Employee 127

Chapter 12 The Annual Performance Review 131

A Few Guidelines 132

Chapter 13 Presenting Design Solutions for Approval 135

The Design Brief as an Outline for Approval Presentations 137

Target Audience Testing 138

Understanding the Final Approver 140

Subjective Comments Versus Objective Discussion 141

How Many Graphic Design Solutions Do You Present for Approval? 143

Anticipating Objections 145

What If You Can't Make the Presentation Yourself? 146

What If You Are Just Not Comfortable Making Presentations to Senior Managers? 147

A Final Word on Approvals 148

Chapter 14 Educating Non-Designers about the Graphic Design Process 149

Phases of the Design Process 150

The Last Three Phases 152

Chapter 15 Nurturing Creativity 155

Creative Graphic Designers 156

Physical Space for Graphic Design Work 157

Rejuvenation 159

The Design Manager's Personal Style 160

Chapter 16 Anticipating and Overcoming Obstacles 163

Two Kinds of Obstacles 163

Dealing with Obstacles 166

Chapter 17 Creating a Plan for Moving Forward 169

Step One 169

The PAR Formula 171

A Master Plan Needs to Be Specific 172

Getting to the "Right" People 173

Obstacle Planning 174

Action Plan Formatting 174

Chapter 18 A Few Final Words 177

Using the Model as a Guideline for Change 179

A Few Important Lessons I Have Learned 180

General Precepts 181

About the Author 185

Suggested Reading 189

Books 189

Periodicals 190

Notes 190

Index 191

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