Black Squid Design A Case Study with Managing and Creative Director, Derek Butler.
Typography: Alte Haas Grotesk (Bold) St Marie (Thin) Š Helen Jarvis 2012
01. Context 02. Introduction 03. Findings Identity Ideas and values People Project management Money Reflection 04. Executive Summary 05. Appendix
01 Context This case study was conducted and written by third year Graphic Design and Animation student Helen Jarvis. The purpose of this case study is to gather and analyse information about actions, tactics and strategies that Black Squid Design employs to succeed with the creative industry.
02 Introduction Black Squid Design is a small design company based in North Adelaide, Australia, lead by Creative and Managing Director Derek Butler. Black Squid Design has been developing for eleven years specialising in package design and branding. They have won numerous national awards and been published in many publications both national and international. Their philosophy is simple “Generate solutions, accept risk and challenge, embrace the complex and subtle, and never underestimate the power of surprise and the joy of delight at the discovery of true innovation.� - Derek Butler Black Squid Design prides themselves on the quirkiness of their brand and their ability to develop design that is both beautiful and communicative. The teams see themselves as ideas people. They are confident in their ability to convey a message whilst enhancing their clients identity, readability and excitement.
Design Team
03 Findings Identity Black Squid Design is an ever changing brand. Their quirky identity stems from the constant evolution of ‘fishy’ representations that they use to make their brand memorable and amusing, They appreciate that their brand needs to hold certain conservative and corporate traits, however one of their main goals surrounding their brand is to always have fun. When forming this creative team each individual was employed with an understanding of the Black Squid Design philosophy and had to possess something of a creative edge. This edge could be anything out of the norm such as “sewing buttons on canvas or illustration or paper folding.” Anything that showed a creative stem beyond the usual outputs associated with design. When asked if he is able to see the identity of his company within the majority of his client based work, Derek says he cannot. However he has had a number of people make the comment ‘another black squid job’.
Ideas and values “It (the design process) starts with meeting and exceeding the client’s expectations. We achieve this through the clear visual communication of a message. If a message is not communicated effectively, then the design, no matter how beautiful, has failed. Our ideas-generate solutions, accept risk and challenge, embrace the complex and subtle, and never underestimate the power of the element of surprise and the joy of delight at the discovery of true innovation. And we have fun.” - Derek Butler This statement displayed on Black Squid Design’s website sums up this companies ideas and values perfectly. The company strives to produce quality design for every client as they see the possible potential in each project. When asked if pleasing the client is more important that outputting good design, Derek replied “I push good design with every job and a rationale behind every project. Some clients are stubborn, others accepting. If, after numerous attempts I am unsuccessful in my quest, I am a strong believer of keeping a client happy. They will market for me in the future.” These conflicting ideals are an issue many designers struggle with. However Black Squid Design trumps this with first persistence and then acceptance, enabling better networking and the potential for future clients.
People The Black Squid Design Team consists of their Managing and Creative Director Derek Butler, two senior designers Mel Terrett and Min Ker, two mid weight designers, Emma Crowe and James Bobridge, administrators Natalia Sustantio and Lynn Butler, and one mascot fish. When forming a strong relationship with a client, the Black Squid design team uses trust as a base for the relationship. This relationship is honest and can often result in the design team telling the client their needs. Subsequently an increase or decrease in the amount of design necessary may occur. Derek sees designing for a clients needs as a more effective and economic strategy rather than what he calls the ‘do you want fries with that’ approach. This approach means the client gets what they asked for with no consideration as to whether it is the right solution for them or not. Derek finds this ‘fries’ approach counter to his design philosophy.
Project management When first approaching a project, the Black Squid design team will first look into the brief, then with a basic idea of the focus will meet with key stakeholders to establish the target market, define the package they are branding, review competitors and confirm deliverables. The next step is brainstorming and strategizing to come up with an overall theme for the identity. The team will then work independently to consolidate the concepts before a creative review. This will then lead onto research and investigation through which basic visuals will lead the team to a clearer design idea.
Money Pricing for a project is something that most design companies dread as it is unlikely that the hours spent designing are the hours they are paid for. When asked how he decides on pricing for each project Derek jokes “I estimate hours we will spend, double it, add 10, divide by 2, take away the 1st number I thought of, and arrive at a price.” Although the current recession has lead to the downfall of many companies, Black Squid Design has increased in clientele since the recession. However they have noticed a decrease in the amount of work clients are giving them and a change in the type of work, finding branding or re-branding was on a strong increase. When asked if he sees some projects as a labour of love or if the majority of client work is motivated by adding value to the company, Derek replied “Yes some is labour of love, but that is what helps feed the squidlings. They are motivated by adding value to the company, this is why I have a good staff retention rate. They enjoy coming into work at Black Squid. (I hope)”
Reflection Derek is positive when looking back at Black Squid Design’s accomplishments. The goals established when starting this company were simple and have almost all been ticked off. When asked if there is anything he would do differently if he could start the company over, he mentions considering a partnership and jokes he wouldn’t mind selling out to Zuckerburg.
05 Executive Summary Black Squid Design is a small but top notch design company that prides itself on its quirky identity and difference in approach when faced with a new client. The team work cohesively as their company’s philosophy drives their ambition to succeed. Their ‘have fun’ approach to design seems to aid their success as they attract clients that are willing to let the team maximise their creativity to produce quirky and unique design solutions. Their success as a design company is reflected in their industry achievements. Black Squid Design is recognised as being one of the top five design companies in Adelaide. They have also received many awards for their work including (but not limited to) AGDA Distinction, AADC Award, DIA merit. Looking to the future, Black Squid Design are aiming high looking to win a AGDA pinnacle award and gain the national recognition they deserve in this highly competitive industry. This small team is working hard, creating beautiful communicative design and most importantly having fun and enjoying the design process.
06 Appendix Ink illustrations by Helen Jarvis. Photography by Helen Jarvis Photographs, logos and information sourced from: www.blacksquid.com.au Figure pg3. Riou, Édouard. Le poulpe brandissait la victime comme une plume. http://en.wikipedia.org/wiki/File:20000_ squid_holding_sailor.jpg. Web. 3 June 2012. Email interview with Derek Butler conducted by Helen Jarvis
On 16/05/12 10:56 AM, “Helen Jarvis” <helenjarvis91@gmail.com> wrote: Hi Derek Here are the questions, let me know if you’d rather email the answers or arrange a Skype meeting. If you feel that any of the questions are inappropriate or not applicable please don’t feel obligated to answer. Kind Regards Helen Person intro + Company intro: Who are you? Derek Butler, 47, Australia What is it that you do? Managing and creative director liaise with clients, estimate and oversee studio How did you start out becoming a designer / creative director? I have had a passion for design since high school, did work experience at 3 locations, Degree at SACAE underdale SA. freelanced for a short time until I found work. After a couple of years was transferred to Melbourne to set up a Victorian office. After 7 years in Melbourne I returned to adelaide to set up a partnership. How was Black Squid Design formed and why did you decide to start this company? After 7 years in the partnership I bought my partner out and formed Black Squid Design. What does your company do? We are ideas people, and can come up with improved ways of presenting
a message to the public maintaining identity, readability and excitement. Situated at 203 Melbourne Street, North Adelaide. Black Squid Design is a young, enthusiastic, creative design team in Adelaide Derek Butler has over twenty years experience in the design, marketing and promotion industry including seven years in Melbourne. Black Squid Design recognises client objectives and the target audience to produce only the best quality product. At Black Squid Design we are a strong united team devoted to excellence in design. Who does your company consist of? Creative and managing director Derek Butler Senior Designers Mel Terrett Min Ker Mid weight designers / finished art Emma Crowe James Bobridge Administration/accounts Natalia Susantio Lynn Butler Ideas and values: Does your company have any specific ideas or values you try to keep true to throughout each brief? Our philosophy is simple It starts with meeting and exceeding the client’s expectations. We achieve this through the clear visual communication of a message. If a message is not communicated effectively, then the design, no matter how beautiful, has failed. Our ideas-generated solutions accept risk and challenge, embrace the complex and subtle, and never underestimate the power of the element of surprise and the joy of delight at the discovery of true innovation. And we have fun.
Do you pick and choose between clients depending on the brief? If so, what is the criteria through which you decide on whether or not to take on the client? Not really generally if a client comes to me I see the possible potential in every project. Is pleasing the client more important that outputting good design? If the two ideals are conflicting, how do you find harmony between the two? I push good design with every job and a rationale behind every project. Some clients are stubborn others accepting. If after numerous attempts I am unsuccessful in my quest I am a strong believer of keeping a client happy. They will market for me in the future.
becomes memorable. Don’t get me wrong not all our work – we still need to be conservative and corporate but the quirky ones become memorable. What is the most important aspect of your company’s identity that you try to present to potential clients? We do things differently, offer strategic approach, are an extension of our client and have fun. What does each team member bring to the table in terms of design and ideas and do you see any room for additional creative input? They have all been employed with an understanding of our philosophy. When I employ I look for all the design basics, packaging, logo, identity, poster, type layout, signage, and 1 creative difference- that may be sewing buttons on canvas or illustration or paper folding, anything outside the norm.
Have you had any conflicts of interest whilst being in the design industry? If so could you describe what these may be? Only 1 real conflict of interest when an education provider would not use us if we As a creative group do you encourage collaborative side projects purely for were working for their competition. design purposes? If so what are these projects? Identities: I have a number of side projects on the How did you initially form your company’s back burner ready to launch – tough times at the moment so I am very identity and how has this identity careful where time is spent. developed over the years? Black squid Design identity was designed Would you say that you are able to see with an extended brand in mind. As the identity of your design company a designer I like to have a changing within the majority of your client based identity. Keep the logo the same and work? If so, what is it about your change the brand with new and exciting company that you can see in your ‘fishy’ things. Anything from a man fishing on the beach to a lure to a salt and design work? I don’t but I have had a number of pepper sachet. people comment ‘another black squid job’ How does Black Squid Design differ from other design studios you have been involved in in the past? We differ because we have a quirkiness about our work. This creates a smile and
Can you recall any moments where recognition of Black Squid Design reached a high point and clientele increased accordingly? Winning a couple of bigger clients helped gain recognition for future clients. (Adelaide is a small town)
helps feed the squidlings. The motivated by adding value to the company is why I have a good staff retention rate. They enjoy coming into work at Black Squid. (I hope)
Money:
How do you form a relationship with a client and how does this relationship effect the final design outcome? kiss (no not really) I like to try and form a strong relationship with the client and my staff with them too. We have positive feedback about us being an extension of the client and they form a strong trust with us.
How do you decide on pricing for each project? I estimate hours we will spend, double it, add 10, divide by 2, take away the 1st number I thought of, and arrive at a price. Has your pricing plan changed since you initially formed the company? If so, how has it changed? Hasnâ&#x20AC;&#x2122;t really changed. Increased as overheads increased, but decreased as the type of worked we were getting changed. Have you noticed a decline or increase in clientele since the current recession started? If so how has this affected the business? More so an increase in clientele but a decrease in the amount of work they were giving us. And a change in the type of work we were getting. We found branding was a strong increase When is the design process finished? When the customer is happy, when you are happy or when you have run out of time and money.. All of the above, sometimes the client, sometimes me, hopefully both, sometimes time and money. Do you see some projects as a labour of love or is the majority of your work motivated by adding value to the company? Yes some is labour of love but that is what
People:
Do many of your client projects expand beyond the initial wants of the client? For example do clients come to you asking for a logo design then realize they need an entire rebrand, business cards, letterheads, signage. Yes I will often tell them their need. Sometimes that may be reduced also â&#x20AC;&#x201C; it is important to me we design to their needs for their company rather than do they want fries with that. Do you keep in touch with past clients to check up on how the design is working for them at a later date? Yes
Project Management: When you first approach a project, what are the steps you take in order to form an idea of what the brief is about? Brief Meeting with key stakeholders to establish target market, define the package we are branding, review competitors and confirm deliverables. Strategy - Brainstorm Black Squid Design creative team will establish scope of work and brainstorm together to come up with an overall theme for the identity. The team will then work independently to consolidate the concepts before creative review. Research and investigation How soon within the project do you establish a time frame and is this time frame usually kept to? At brief, and kept to if the client keeps up to it Do you review the project process at the end and see if there is any room for improvement? Yes generally internally – should do more externally Future: When first starting Black Squid Design what was your main goal for this company? Do you feel you have succeeded in completing this goal? Goal To be recognised as 1 of the top 5 studios in Adelaide (Yes) To win an AGDA pinnacle award (not yet) To be profitable (yes) To have fun (yes – but not tonight at 2am filling out these questions for you) (just kidding)
Where do you see Black Squid Design heading in the future? I wouldn’t mind selling out to zuckerburg Black Squid Design has received many awards for their design solutions. Are there any awards in particular that you haven’t received yet but are aiming for? Yep I would love an AGDA pinnacle If you could start this company over is there anything you would do differently and why? I would consider partnership next time and I would really love a pinball machine in the studio.
Special thanks to Derek Butler and Black Squid Design.
www.blacksquid.com.au