Tag Archives: work

Working With Style Guides

We work with clients big and small, so we run the gamut when it comes to design constraints. Sometimes, the client wants to start from scratch and gives us just a few parameters, while other times, we’re just making some minor changes to an already-established brand.

Somewhere in the middle is where we often find ourselves dealing with a style guide. This is a document from the client that outlines (in varying levels of detail) how their brand is represented across all media. Often, it has things like when and where to use the corporate logo(s), official colors, fonts, and that sort of thing.

We are used to working within these bounds, so that’s not a problem. But sometimes, the style guide can go just a little too far.

For instance, we worked with a client at one point whose guide specified the minimum size of the logo for display on the web at around 500 x 300 pixels, and that it had to remain on screen at all times. Think about this in a mobile perspective — that would take up most of a phone screen, and if it has to be onscreen always, then the content is doled out in 5-word increments!

It was clear in that example that the company hadn’t thought very clearly about the different devices and media that might be in play. Conversely, the reverse can happen as well — where the style guide is so vague that you’re not sure if you’re following the rules until you discover later that you’ve broken them.

Sometimes, we find ourselves in the position of creating these guides for clients, and while that can be tricky, it’s a useful reminder of the challenges involved.

What we’ve found is that even when a style guide is clear, it’s no substitute for good and open communication with the client. Sometimes what’s written isn’t what’s in practice, and it’s always good to get the straight skinny.

When Things Go Wrong

When a new relationship is starting out, things are perfect. Your prospective suitor is shiny and new, and you spend time getting to know what each other likes and dislikes, how they like to do things. Whether that exploration is over long meals, coffee dates, movies, whatever — that exploration is part of the joys of dating.

After a while, though, sometimes the relationship hits a rough patch. And the getting-to-know-you part of the relationship plays a huge role in whether or not it survives the rough patch. Did you learn the ways that you each like to communicate? Did you work on solving problems that were small before something bigger came along? Do you have a depth of history together that can help you weather the storms?

These are all similarly felt in a strong business relationship as well, of course — although there are fewer movies and dates.

When we start talking with, and working with, a new client, we spend time understanding how they work, what is important to them, and how they communicate. We talk about how to keep the lines open, to address small things before they get big. And if small issues do come up, we try to get them resolved as quickly as possible.

But sometimes, bigger issues do appear. It is only through these preliminary steps of understanding, though, that we build a strong foundational relationship that carries us through these conflicts.

When we talk with other agencies and contracting firms, we find that they focus a lot on the many good things they can do (and that’s important). But they’re often more reticent to discuss what they do when there’s a bump or hiccup. If you (or they) are in it for the long haul, though, it’s worth asking the follow-up question.

It’s just a little bit of insurance — you don’t ever want to need it, but when you do, it’s good information to have.

The Importance of the Side Project

Every job has its ups and downs, not just the job of elevator operator. (Sorry, old and bad joke.) There are parts of the work that are engaging and interesting, finding answers to problems and implementing those solutions. And then there are the other parts — the prerequisites, the occasional begrudging task.

That’s where the side project comes in. Around our offices, we make sure that everyone has a side project to keep them sharp and engaged, even when the primary project might be a little stultifying. This gives our team members a chance to step away, shift gears, and focus on a different matter for a while.

It’s useful not just to provide a palate cleanser for drudgery. Sometimes, we can get so enmeshed in the norms and expectations of a specific project that our vision begins to narrow. Keeping another project on the side enables us to shift that perspective and keep our sights broad.

For some of our team, it’s a passion project — helping reach out to an underserved community through Internet broadcasting, for instance. For others, it’s a project that might end up being commercial one day, like a new and improved nonprofit management system. Still others combine the two, exploring a recreational opportunity app, for instance. (For one of us, it’s writing for this blog!)

Regardless of the specific project, it’s something we prize greatly, and I think it helps us stay sharp and balanced. Because even with the most fun of projects, there’s always a chance to get sucked in a bit too far!