In almost all of the workshops and coaching I’ve had over the years, there has been a push to find a niche and become a specialist, to not be a generalist firm. While I understand the concept (you wouldn’t want to go to a brain surgeon who’d never done your operation before), and I have made valiant attempts to do this (focusing only on entertainment, focusing only on LGBT), there has always been a part of me that has loved a mix of projects and clients and challenges along with a “can do” mentality.
Over the years, I have developed elevator pitches that give a quick answer to the “What do you do?” question using words like “integrated”, “passion” and “outcomes”. You can find them on almost any creative firm's site. We have created one sheets and company bios that put us in a specific light for certain publications. But most of the time when someone asks me what I (or we) do, I really want to answer “What CAN’T we do?” or “What can we create together?” I love a good challenge and my team is really good at coming up with innovative approaches to them. Is that so wrong?
I believe the answer is to build a community of long-term collaborators (formerly known as clients).
Just like a good wine, when you work with someone over a long period of time, that relationship matures and becomes better. You can follow the ebb and flow of their business and invent new and interesting ways to address their goals. When you constantly shuffle vendors based on price or speed, you are taking away the ability for that history to develop and true creative work to happen.
Speaking of history, here’s a little about mine:
I studied graphic design in undergrad, experimental animation in grad school, worked on the South Park movie as an animator, worked at a web company learning flash and interaction design, animated two of my own short films and then went out on my own. Over the years we have done everything from club flyers to high end designer print pieces to movie websites to non-profit campaigns. This mix of experiences brings us where we are today and why Communify was born.
So ask me what we do and I'll answer “Seeking LTRs. Enjoy adventure, hard work, and happy hours.”