We cannot solve our problems with the same thinking we used when we created them
- Albert Einstein
Now, I realise this quote sets the bar pretty high and although I’m no Einstein, I feel this quote perfectly sums up the creative, design led mindset.
In reality, Aidy & Co wasn’t created from a catastrophic problem troubling modern man, nor was it ever intended to be revolutionary in its approach. It is merely my attempt to experiment with new avenues of exploring, creating, and delivering creative design for those who need it. What came from it was a personally transformative system that I feel could benefit many creatives in the way they use design thinking to overcome their own hurdles.
…Firstly, I believe every person that needs design to help better their vision, should be able to afford it.
The Pandemic has been a massive stain on all areas of life across the globe and I’d be lying if I said I’d created Aidy & Co for that reason alone, I didn’t. In truth I had been testing the business model, or approach, before the Pandemic had hit and it worked far better than expected. There were a few governing principles that drove the idea.
Firstly, I believe every person that needs design to help better their vision, should be able to afford it. Or more to the point, I (we) should be able to provide it. Now, i’m not talking about truly rubbish, substandard design, or even that crap stuff you get for a fiver from online platforms. Although, they do serve a purpose. Im talking about quality, well thought-out, strategic (when required) design thinking… But crucially, costed to the client.
Well paid workers provide well produced work.
The second principle was that each person I taught design to, either at university or privately, yearned for live projects that wern’t merely embezzled with the all to common statement, ‘It’ll be great exposure’. I stand by my belief; well paid workers produce well produced work. But there’s often a bridge that needs to be built between the clients trust and the designers ability. This is where Aidy & Co really shone.
The pandemic brought forth a panic and some I saw go out of business altogether.
The reality is that most designers aim for a niche and specialise. Afterall it is the prescribed path from academia but when hard times hit those niche specialists I knew, struggled. The pandemic brought forth a panic and some I saw go out of business altogether. I was one of the lucky few who did not, It was one of the main reasons I started questioning and exploring my own practice. Why wasn’t I struggling? Was it purely luck? In reality, I had more work than I could cater for. Why was this? The reasoning that I settled on was that my work had always been across disciplines: graphic design, web design, photography, film, motion graphics, mural art, tutoring, the list goes on…. I believe, It was this diversity that gave me malleability.
It was still operating within a startlingly small gamut of possibility.
However, it wasn’t all that rosie. Thinking long and hard about my practice also began to make me aware of its floors. I could have stopped there, massaged my ego and carried on but there was a thorn in my side. It came in the wake of a few projects that I had turned down due to workload. One of which was rather large and if im perfectly honest, not the kind of project where my heart lay. The second was a tiny project that I felt was just not worth my while. Both of which brought me to the realisation that although my practice appeared to be broad, spanning across various creative disciplines, it was still operating within a startlingly small gamut of possibility. There was this sweet spot that I was restricted to, not to big, not to small. It was this problem that really began the excitement. This needs solving.
This brings me to the first problem I faced. I wasnt able to create work at a suitable (or sometimes affordable) price as my workload was restricted by this ‘sweet spot’ I had previously identified. By creating the possibility of working outside of the sweet spot I could then work on smaller, or even larger projects. The problem is, there’s only so many hours in the day. I was already working days, evenings and sometimes even entire weekends too. I was fearful it was impacting on the people around me and my quality of life. The ultimate problem was that my design approach wasnt scalable.
Any expert will tell you, if a business is not scalable then you have two options: charge more in an ever narrowing niche, or be happy with your lot. Now, I was happy with my lot in regards to pay and my niche wasnt restrictive as I had the ability to flex and provide a plethora of design services but what was niggling me was those clients that I had turned down knowing I could (and wanted to) help them.
I initially discarded the thought as too time consuming, too risky and a world of which felt unfamiliar
The solution came in the form of people. Great people. All around me. I was teaching them, coaching, even mentoring some of them. Amasing creatives in their own right. Most were young professionals looking for work and the more I looked at their abilities and talents the more I saw potential. I initially discarded the thought as too time consuming, to risky and a world of which felt unfamiliar…. Creative directing. Now, theres no better way of summarising this feeling but the quote I am about to place below but its one of great excitement for me, the unknown. Take it away David.
You have to go a little bit out of your depth and when you don’t feel your feet are quite touching the bottom you’re just about in the right place to do something exciting
- David Bowie
So, heres the thing. The answer was staring me in the face. By selecting the very best talent around me I began to teach them my process, the tips and techniques of over 15 years experience, then allocating or creating a bespoke team for each project I was able to tailor projects and not have to turn them down. The sense of fulfilment from this new found ability to provide for all my clients and give real, creative opportunities to the young professionals around me just propelled me into a brand new world. A world of new connections, new creative opportunities and the best of it all… Bieng around these new, young creatives continues to inform and push my design ideas far further than I could ever have wished for single handedly. We truly are better together.
