CONTENTS
Introduction 6
Chapter 1 - Graphic Design Enterprise 10
Understanding graphic design 12
Where do graphic designers work? 14
The essential skills 16
Attitude 22
Developing your knowledge and staying ahead 24
Spotlight on Lisa Hassell, Inkygoodness & WE ARE GOODNESS 32
Chapter 2 - The Professional World of Graphic Design 34
The transition from education to work 36
Your clients/commissioners 38
The design process 42
Preparing for the world of work 50
Spotlight on Bruno Maag, Dalton Maag 56
Spotlight on Jamie Sergeant, Crowd 60
Chapter 3 - Getting Out There, And Getting Noticed 62
Your personal brand 64
Spotlight on Jessica Walsh, Sagmeister & Walsh 70
Promoting yourself 72
Your portfolio 76
Spotlight on Cameron Sandage, IBM 88
Spotlight on Nick Clement, Glug 90
Chapter 4 - Getting a job 92
Choosing the right direction 94
Spotlight on Janine Vangool, UPPERCASE magazine 110
Looking for jobs 112
Chapter 5 - The Workplace 120
The traditional design agency 122
Spotlight on Acme Paris 128
Studio roles 130
Spotlight on Joshua Ogden, AKQA 140
Chapter 6 - Going Freelance 142
Working freelance 144
Spotlight on Jessica Hische 148
Spotlight on Lotta Nieminen 152
Spotlight on Rena Tom and Bryan Boyer 156
Starting your own agency 158
Spotlight on... Anne Brassier 162
Spotlight on... Roger Proctor, Proctor Stevenson 164
Ethics 166
Activities 168
Appendix 178
Technical tips 180
A guide to finances 182
A guide to contracts 185
Further reading 186
Acknowledgments 188
Index 190