Successful Outsourcing of Graphic Design Projects

When outsourcing Graphic design projects it is always good to follow a proven system. Let's use logo design as an example. When you post the job, it isn't enough to say "my company needs a logo. We sell baby strollers." The graphic designer who reads this will wonder if the company wants the logo to have a stroller, a baby, a baby inside a stroller, or something else.

In your job description, provide the essentials.
Once you receive bids from interested providers, send them a more detailed sheet describing your company, its mission statement, products and services, and how you plan to use the design. If the logo is to be reproduced in both electronic and paper format, say so because some logos designed for web sites don't reproduce well on paper format.

When providers receive your more detailed sheet, some of them will send you a proposal explaining how they would approach your project. This is a good sign - it shows initiative and interest. Experienced providers are able to take your detailed specs and turn them into design proposals.

Do NOT ask graphic designers to provide samples "to try you out." You can request to see some portfolio samples but don't ask for freebies. You can't say, "submit a design and may the best design win." This isn't fair. Bear in mind that design work - whether for logos, letterheads, banners or brochures - takes hours - even days.

After you've received enough bids, review their feedback and portfolio and then come up with a short list of candidates (you can skip this step and go ahead and choose the best candidate, especially if it's clear who's the best qualified).

I mentioned earlier about posting your job description and then providing a more detailed spec sheet after receiving bids.

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My company needs a logo, our first one. We sell high-end baby strollers and young, upwardly mobile couples in North America are our target market. Our unique selling point is that all of our strollers are made in the USA and are made of environmentally-friendly products.

We are thinking of a logo design with tiny wheels that are white against a pink and blue background (girls and boys) and maybe a safety symbol beside it. This logo design will be used on our web site and on all our print advertising (flyers, banners, brochures, etc).

Please submit bids with price estimates and turnaround time. State how many revisions you are willing to do and whether you can also register our logo for copyright purposes. Ideas also welcome.

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The job description above is neither too short nor too long. This gives the freelancer an idea of your basic requirements. In most cases, this would suffice.

However, it often happens that the design of a particular project has to be revised a few times because something is missing. This is often because key data was not communicated properly. After you receive bids, you send out a detailed project spec (specification sheet) so your freelancer has more information to work with.

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To help you visualize what we're trying to accomplish with our logo design, here's some information about our company and product:

Type of business:
Family-owned, been in the baby stroller business for 12 years. Our strollers are featured in catalogues and high-end department stores. Our success has hinged on word-of-mouth.

Mission statement:
We take pride in selling top quality baby strollers that can be used for many generations. Our strollers are safe, attractive, durable. Materials and components are environmentally friendly and all strollers are American-made.

Target market:
Young, upwardly mobile couples in North America.

USP (unique selling point):
Our strollers have been handed down from one generation to the next. Five year guarantee on parts and labor. Flexible return policy, but so far, not a single return!

Annual sales:
US$12.8 million

Advertising:
We advertise in catalogues and twice a year hold promotional blitzes in large department stores. We buy TV spots that run weekend evenings at 8 pm, 5 channels. We used to have a higher advertising budget when we were starting out, but we're getting repeat business from satisfied customers. We owe our success to quality control. We also service Europe and the Middle East and we're receiving volume orders from them. Because business is good, we've trimmed down our advertising budget by 50% and that hasn't affected our sales one bit.

Colors preferred for logo:
Pink, blue and brown. We want a logo that conveys safety and durability.

Our strollers:
Our customers have told us that the first time they try our strollers, their instincts say "quality." That's what we pride ourselves in. Our strollers have that special, confident feel. They're easy to fold, open up and can withstand inclement weather. Our wheels don't squeak, it "strolls" well even in snow and rain conditions.

If we can provide you with more information, please let me know.

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Graphic designers welcome this additional information so they have the complete picture.

This is something that should be clarified at the outset before the design work begins:
How many revisions is the graphic designer willing to do? In my mind, two rounds of revision are reasonable, more than that and you may not have too many designers wanting to work with you the next time.

Happy Outsourcing

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