How they work

For Ray and his team, communicating with the client is the first and most crucial step in the design process. A senior designer and strategist will work closely with the client to try and define what they are trying to achieve. Often they will produce a written response to the client?s needs. This will then be used to develop the design brief. The brief is very important because it helps to build a framework that the designers can respond to in a visual way.

Another crucial step is agreeing with the client about fees and timing for their project. This means estimating how much time will be needed, what the key deadlines are and what will be needed to complete the project. Production costs, for example, photography, writing, printing, editing and other expenses will also be factored into the final fee estimate. All staff are on an hourly rate and senior designers would be on a higher rate than less experienced designers. Fees are generally worked out by calculating how many hours and how many people are needed.

"We also look at what the project is. Large corporations can often afford to pay what a fair fee is for your time. Whereas, small organisations or community groups, can?t. So you look at that and say, we really like what they?re doing and we want to help them. We like the project and our deal might be that they give us a little bit more creative latitude and we will give them some design work at a reduced cost. Like with the Sydney Cancer Foundation, where we provided graphic design such as identity, logo, brochures and stationery. Some of its was pro-rata, some was reduced fees. You look at ways that you can put something back into the community. You might donate your services or time, but in order to do that you need to have other clients that pay you for your skills and what you do. "

The design team works together to build a collection of design ideas to present to the client. The client is considered very much a part of this process and so collaboration, discussion and feedback are essential.

How they do it: the design process

The design brief

In the initial stages of a design project Ray and his team will get together for a brainstorming session. His colleagues come from a range of cultural backgrounds and this helps to bring fresh and innovative ideas to the design process. People's experiences and interests, things they have seen on their travels, design products, posters, movies or art exhibitions, can all be used to inspire ideas and concepts. Sometimes the client has already prepared a detailed brief but there are also many times that Ray and his team must work closely with the client to work out exactly what they are trying to communicate. Emery Frost employs special people called strategists who talk to the client and help define the brief into a written form.

Research

Ray says that many clients today, in particular large corporations, are looking for a design approach that has a lot more depth and meaning. In order to learn more about the client's business, a designer may have to do quite a lot of research. They may do this themselves or use the skills of a professional researcher.

Materials, tools, technology

"Our tool is technology. Learning how to use that technology, learning what you can get out of it best and using it as a device to visualise your ideas. "

The basic tool that a graphic designer uses is a computer. This is how creative ideas are executed. However, Ray believes that the greatest tool a designer has is their brain. He believes that while computers can do many tricks, with specific software for animation, illustration, photo-manipulation, page making, editing or presentation, it is the designer's skill in using these tools that is most important.

Copyright and intellectual property

Ray and his team need to be very diligent about copyright. This means being aware of where imagery comes from and who owns the rights. This includes images that contain other images such as a person standing in front of a work of fine art. Similarly, when photographing people or the general public, signed agreements must be made with all subjects in the shot.

Ray may hire a photographer and negotiate a usage fee for any images or alternatively, pay a usage fee to a photo-library for the use of images.

All designers at Emery Frost Design retain individual copyright and intellectual property right for the work they create. This is the case, unless the client pays a fee and the rights are assigned to them.