Thinking about a rebrand...
Out of context: Reply #17
- Started
- Last post
- 17 Responses
- gramme0
@ hektor911 & detritus
Yes, I think the personal connection is key. But I didn't mean to downplay the value of a portfolio. Every designer should have their best work proudly displayed on their website. What I'm saying is that if we want to become known as experts with unique strengths, we shouldn't make our work the MAIN event of our websites. The main event should be one's positioning: What makes the company different, and why clients should care. Coming up with a positioning statement that isn't same shit different verse is nearly an impossible task for generalists. Without positioning, we hide behind the work. I used to fall squarely into this category.
But by all means, make the portfolio accessible, beautiful, etc. I'm not saying it should be swept under a rug. I am saying that it should be of secondary prominence on a studio or agency website.
I think writing can be very useful for any designer. If you don't like to write, then hire or barter with a copywriter. We position ourselves for growth and more satisfying projects by sharing our thought leadership. That's the most efficient way to become known as an expert. A strong, evolving portfolio is the natural result of what happens when good designers provide good content for their audiences.
Again, none of this really applies to freelancers.