There was a day not too long ago that I was asked by clients to do extensive photoshop prep work, style, size, fancy filter for a website or branded content piece. Those requests have virtually disappeared with technology advancements, and abilities for 'non-graphics folks' to brand within platforms such as SharePoint, Yammer, WIX, iPhone Apps and other inexpensive tools that make some graphics deliveries virtually obsolete. So how can graphic designers stay relevant in this changing dynamic?
Creators are most important at the beginning of a branding exercise
For many years now, I have constantly urged the graphics teams to grow additional skillsets and modernize, keep current or be replaced by a kid with an iphone. A graphic designer with traditional talent is still valuable but in a much broader sense has lost some relevance as technology has evolved.
EVOLVE
If you are a graphic designer looking to break into a large firm or corporate atmosphere the required skillsets have changed from just a few years ago. PowerPoint decks can be altered in overall appearance with one click, fonts changed within a series of documents can be changed in a few minutes. Across plateforms. News and articles can be posted on the company's yammer and SharePoint platforms utilizing stylesheets and stock resources embedded within the software. Social Media and popular blogging apps give users new access to multimedia and video creation, traditional areas that graphic designers used to command high fees to moderate.
Where is the future for a talented graphic designer?
Graphics experts still hold the keys to the overall appearance and brand identity for a firm. The brand will still be controlled by a properly trained expert in identity and design. The difference is instead of delivering the pieces individually and crafting each piece for consumers within a corporate umbrella, the designer will solely be responsible for creating the templates to work within. Empowering the employees themselves to deliver.
Template creation and management has been around for a long time, but usually consumers still asked a branding team for graphics assistance and delivery. Now, the individuals in the corporation can be empowered to deliver these brand identity pieces themselves with the right guidance and oversight.
Advice for young designers?
While all artists can benefit society as a whole, not all artists can bridge the gap from creating art to creating value for a firm. To be a brand manager, you must cross the divide and apply different mentality to your craft. Why create singularity when the direction is wholistic brand representation. If you are not willing to get into the delivery mechanisms in place within a corporate atmosphere, and you wish to stay in the comfort of your Adobe suite, you will find limited success in the future. Broaden your horizon and accept that entities within the corporate structure will use your tools you craft to the advantage of the entire brand. Evolve and stay focused on technology as it evolves to ever more mobile platforms. Don't sit tight thinking a logo is a delivery, it is not anything on its own without thorough roll outs within all branded tools and platforms.
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