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A KEY POINT: We Believed our Design & Advertising Business Should Be Client Focused. This Belief Kept Us Profitable.
We believed design is successful when it helped our clients meet their goals. Early on a good proportion of our work might have been seen to be beneath some design firms & ad agencies who might have said, "Let printers do that stuff." In the 1970s & 1980s it seemed there were not a lot of in-house design teams. We were fortunate that some large companies saw value in making one trusted firm be involved, to some degree, in all their communications. This meant not only their outside targeted communications, but also communications within the company too. We proved when everything was structured to work together, the company objectives tended to be met. FOR EXAMPLE WE PRODUCED A LOT OF PRINTED PRODUCT DATA SHEETS. It helped that clients valued us as skilled writers, designers, photographers & illustrators and asked us to travel to their locations across North America to do their work. We always asked questions at these locations, often developing relationships. The more we learned meant our ads and brochures etc tended to be on target, efficient & generally got good results. |
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We produced a lot of printed data sheets for many companies, including a large number for different Laidlaw companies. And our uniquely evolving Corporate Identity Manuals were used effectively throughout our client company locations. This helped to integrate communications. Note also: Most companies change (ownership, staffing etc etc) but because we were able to develop many trusted relationships within companies, when people moved, or were let go, they hired us to work for the new companies they moved to :) This helped our business stay functioning profitably over a long period. |