Education / Inspiration / Self Publishing

Self-publishing as part of your marketing strategy

There are a lot of industries, the creative ones especially, where it can be difficult to find effective ways to showcase and market our work. And with such an emphasis on mediums such as social media and online portfolios, it can be hard to get ourselves noticed. So how can we, as creative designers, rise above all the online noise and showcase our work in the most effective way? The answer could be to self-publish a book, and here’s my story of how I did just that.

Sometimes, the only way to move forward is to draw a line and start again. I realised this after spending ten years at my old agency, where I’d become stagnant, waiting for things to happen that never would. Over time, my joy for what I was doing had diminished, and we were just…coasting. Something needed to change. And so, I decided to start again with the Severn Agency.

I wanted things to be different – I knew I didn’t want to rely on placing a few case studies on my website and hoping to be found. I had this idea of having some of my work printed. And with that thought in my mind, I started looking back at some of the work I’d done over the past ten years, trying to find elements that I’d still be happy to show. I poured over the smallest details of my designs, and what attracted me to them; what drew my eye and still captivated me.

That became my inspiration for the book, TENYRSLTR. It’s more than just a showcase of my work. It tells my story, captures the hard work I put in over those ten years to get me to where I am now. It serves as a reminder of the path I have taken. It’s something very personal.

What self-publishing my book taught me

When I was compiling my book, I wasn’t really sure about the end goal. In my mind, it was in part a therapeutic exercise for myself, in part portfolio to gain interest in my new studio. Everything beyond that felt a bit vague. It wasn’t until I got feedback from someone who I’d admired for many years that I began to rethink that, and everything became clearer.
The feedback came from one of the partners at the prestigious Pentagram agency, which is renowned as the largest independently owned design studios in the world. In it, he asked where he could buy a copy, which made me think; perhaps this book could have a life beyond being a promotional piece. Maybe there was another market for it.

‘“I thought the book was great… It’s a very personal experience you’ve captured”’

By looking back over my career so far; by reflecting over how my new studio had come to be, I had now regained the motivation I needed to move forward. Looking back can be a great incentive.
If I’d have taken the easy, more predictable route, by just creating my portfolio online, how would I have differentiated myself from those other creative studios? In truth, it would have been a whole lot harder, and would have taken much, much longer to achieve. I prefer to think about things a bit differently – you never know where it might lead.

A lasting legacy

As much as we need to rely on online media, I think we’ve neglected to consider more traditional methods of promoting ourselves. We’ve got lost in digital. And the process of self-publishing has taught me that it’s still a very relevant media. Perhaps there’s a new hunger for this more lasting, material concept; something you can physically hold and touch and come back to time and time again. There’s been a huge upsurge in things like vinyl music recently – same thing. Digital media is great, but it’s also fleeting and feels kind of temporary. Having something you can keep, and can own, has huge benefits. It’s something you can show to people and be proud of. Despite what some people have said, print is not, and never will be, dead.

Collaboration / Design Community / Education / Graphic Design

Reasons for Graphic Designers to go back into education

Graphic Designers – never stop learning

I’ve worked as a graphic designer for a long time, graduating from Wrexham Glyndŵr University in 1993 and working in various studios, bringing me to launch The Severn Agency in 2017. You might say that I’ve made it – that there’s nothing else that I need to achieve from here. But you’d be wrong. Graphic design is a fluid industry, ever changing, ever evolving, and to stay in the game, it’s important that I don’t sit still, because chances are, if I do that, I’ll fall behind, and things will move without me.

Digital Evolution

In the early 90’s, things took a real leap in the field of graphic design, as it was in 1990 when we saw the first version of Photoshop arrive on the scene. This changed the industry a lot, as it meant that designers could experiment with graphics in a way that we’d never seen before. The techniques it allowed were ground-breaking, with overlapping text, image overlays, and faded elements, which previously had been impossible to achieve on-screen.

By the 2000’s, the tech had become much more powerful, and we saw a surge in portable devices. Graphics evolved again with this new technology, and images with movement came into focus. Corporate design and logos began to look much more like they were in motion, using new techniques with angles and shadowing.

Now, trends change year on year, and there are so many styles and techniques open to us in the graphic design industry. But both design and technology continues to change and evolve.

The next step

This year, I have embarked on a Master’s Degree in Graphic Design. Why? Because I want to safeguard my future in this industry, and I want to be the best that I can be.
And that is the reason for my writing this article. Whether you are a graphic designer, are looking to get into the industry, or are pursuing another job entirely, I think there are huge benefits in going back into education in order to get better at what you do and advancing your knowledge.

It can be a great refresher on what you’ve already learned, or it can take you to the next level in the evolution of your career. And of course, it gives you the opportunity to learn about advancements within the industry, whether that’s technological changes, changes in trend, or changes in the industry that you might otherwise have missed out on.

As well as this, you could be connecting with people who are at the same point in their career as you, which gives you the opportunity to learn about what others in the industry are doing.

Why go back into education?

For me, going back into education, to get my Master’s Degree in Graphic Design, is about me keeping up with the industry, and becoming an expert in what I do. But there are many reasons for you to seek further education, whether you’re already working in the industry or not. And you can do it at any age.

It could be that the career path you’ve chosen is no longer a good fit for you, and you’re looking to change. There are plenty of people who decide very late on in life which career path they have a passion for – it’s a myth that everyone who leaves college or even university has a clear idea what they want to do for the rest of their lives. People change, and so you shouldn’t be afraid to make changes in your career, no matter your age.

Perhaps you are in your chosen career, but have come to the end of your potential, either by salary or skill. If this is the case, you might decide to take the next step and go back into education in order to climb the ladder and further your career.

Or it might be that you simply want to learn something new, to accompany the education you’ve already got. There are plenty of jobs in which graphic design feature, and having some kind of formal education can do wonders in enhancing your skills.

Graphic Design never stays still – and whatever your reasons, learning the skills needed to keep yourself current in the industry is always beneficial.

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