Work Experience: Placement at McCadden - Day 2

Today I chatted to the rest of the McCadden team who gave me some useful insight into working with a client and the considerations and implications within this process. In terms of the client it is important to be aware and put the design in context through mock-ups for the client. Scaling of the job also has some important considerations such as can a graphic be altered to consider the space. 

Often a reference document is sent to the printer to avoid any confusion. The printer provides a costing document for the client to sign off. The client often has a set budget and the project and graphics are managed around that. It is important to consider implications in the process such as physical obstructions in context. Using Photoshop to mock up visuals gives the client an idea of how the design can be applied. Designers must also collaborate with other people including employees for signage or contractors. Larger scaled work can be tested effectively for legibility by enlarging a section to 100% as a test print. The main pricing strategy a McCadden is based on an estimate of hours spent and the type of project. Afterwards I was able to sit in and observe a meeting with a client. 

Meeting with the Client:

• The client provides a timeline of events to be translated in to branding collateral 
• Client then discusses the quantity required (roughly 500)
• Client works closely with other organisations which should be considered
• Client wants to educate and involve people in events 
• Client wants images to connect with people 
• Client partners with an organisation to sustain the project
• Director suggests an incentive for the event
• Client wants to market the sense of community and normal volume of attendees 
• Director sets the tone and personality of the brief and identity
• Brand identity needs to be consistent with existing brand 
• New brand identity applicable across a range of methods
• The brand should reflect the benefits 
• Visuals should connect with the audience 
• Design should consider regeneration through their events
• Digital collateral is necessary for promotional purposes 
• The branding and design should be distinct not just visualise another event 
• Branding should promote a frame of mind and personality
• Client provides the deadline in the meeting 
• Director discusses print deadline so a rough design is drawn up whilst awaiting content 
• Then it can be proofed with content and sent to print
• Timeline the client has provided gives a rough overview and brief content 
• New visual identity should tie in to existing brand 
• Design should visualise a distinct element 
• Branding should be appropriate and inclusive of sponsors 
• Branding is in association with the sponsors
• Client event design should reference the area and destination