Lynne Elvins - Advisor - The South West Design Programme

Good design can increase sales and build reputation but small businesses often miss out on these benefits. The South West Design Programme has been set up to help emerging and expanding businesses benefit from great design. Transition Tradition speaks to Lynne Elvins, design advisor for the South West Design Programme, about the challenges of engaging small businesses with strategic design.

Do you see potential for this project to expand to other areas of the UK?

The South West Design Programme followed on from a previous programme in the South West called Leading by Design. This also worked on the idea that small and medium sized businesses would benefit from using design more strategically. There are common problems that often stop that happening, such as lack of awareness of what design is, or having an experience where a design project went wrong so they are reluctant to spend any more money on ‘design’. This is where we come in, as advisers on what design can do and how to oversee a design project so the results are good for the business.

Do you see potential for this project to expand to other areas of the UK?

We are partnered with the Design Council and they have also been involved for a number of years in researching and developing a programme of support for small and medium-sized businesses called Designing Demand. We are part of that network and it already operates in most of the other UK regions as well. Because of our links with the Design Council, we can also tap into the national network of expertise to help the businesses in the South West.

What was your career pathway to become a Design Adviser?

I started out wanting to be a graphic designer but was always more interested in managing design projects and the relationships between designers and business clients, so I trained in Design Management rather than graphic design. I have delivered website and print projects for a number of small companies but I specialized in sustainable design. I worked with several management consultancies that advise large companies on responsible business practice and CSR (corporate social responsibility) and I work with other designers and design students to help them understand how design techniques might be more environmentally friendly or socially responsible. In the SWDP we are always mindful of how a business might benefit from being more sustainable, so that side of my background is one of the specialist skills I bring to the SWDP team alongside my design management experience.

What kind of businesses are this project geared towards supporting?

We work with any type of business – from jam companies to marine equipment manufacturers - and on any type of design project, whether that is product or packaging design, branding or communications, or interior and retail design. What we are looking for are companies that are already established and have a realistic amount of money to invest in a professional design project – usually five thousand pounds or more. We also need to know that we are working with the managers or directors that can make the strategic decisions. If that’s the case, we can help to work through the strategic aims of the company and assess which type of design project would help the business get where it wants to go.

Are there any opportunities for recent design graduates and/or small design companies?

Perhaps not directly because of the size of projects we work with, but sometimes a small design company might be the most appropriate to deliver a design project for a business, so we don’t rule them out entirely. We’re always looking out for design agencies in the South West so that we have a good knowledge of what services are out there for business to use.

What would be four advice points that you would give to clients who have not previously commissioned design work?

Before you rush into getting someone to design you something, think about why you want it and what do you want it to do for your business? For example, do you want more customers like the ones you already have or are you trying to attract a new type of customer? This will help a designer understand what you are trying to achieve.

Speak to more than one designer or agency before you choose one to work with. As with other things that you might buy it is good practice to get several quotes, ask some questions and then compare them.

Don’t expect designers to turn up and start drawing design ideas on the spot. Good design results come from listening to a business and getting to know them. Good design ideas also take time to develop properly, so take time to work with a designer and ask them about the process they use.

Set a budget. Everyone wants the best price, but cheap design can be very different from good design. Think of design as a business investment rather than just a cost.

What can business clients do to avoid jeopardizing a designer/client relationship?

Write a good brief with clear expectations. Include a list of tasks and a list of what you expect to be delivered. Agree costs in writing. Relationships usually breakdown because of poor communication and unclear expectations.

Can you recommend any other organizations for young designers to familiarize themselves with?

The Design Council is an excellent source of design information and the West of England Design Forum run a series of talks where successful designers are invited to discuss their work and ethos.

What companies do you feel have been particularly successful at utilizing design to strengthen their brand?

There are some very good examples in the food sector. Innocent smoothies have used a very clear brand strategy from the start. Their personality, particularly through the design of their language and tone of voice, shines through their products as well as everything else they do. Dorset Cereals have been very successful with their packaging design and have created a very unique quality approach compared with other healthy-lifestyle muesli products. And lastly, Gu chocolate puddings have used the colour black to great effect to communicate the dark luxury of their product, and the name is wonderfully appropriate.

For more information, visit:

www.swdp.org.uk

www.designcouncil.org.uk

www.designingdemand.org.uk

www.wedesignforum.co.uk