The above video is from an AIGA Metro North event titled reSPECt, “A civilized dialog between advocates and opponents of speculative branding and design work.”
The video can also be viewed here on Vimeo.
Moderated by New York State Supreme Court Justice Colleen D. Duffy, the panel included:
- Ric Grefé, Executive Director, AIGA
- Brendán Murphy, Senior Partner, Lippincott
- Jerry Kathman, President & CEO, LPK
- John Gleason, Founder & President, A Better View
Some of the questions raised include:
Haven’t other professions been similarly squeezed? For instance, accountants and lawyers package and sell their time. Are they going through these spec issues? If not, why? Is it because of certification? Should there be a design certification? Is it because designers allow it to happen by undervaluing their skills. Is it through necessity, with too many designers competing for less work?
One thing’s for sure, how you brand yourself as a designer plays a huge role in your success. Are you just another “crank a logo out for £50″ production worker, or are you a brand identity specialist providing immeasurably more value to your clients?
As John Gleason asks in the panel discussion, “Are you a BMW or a Hyundai?”
It’s a shame AIGA President Debbie Millman wasn’t a speaker. Here’s her take on spec work.