8.17.2011
Creative Karma
James Denton, a recent Design Institute graduate, like many recent graduates across the country, was having trouble finding work since many firms he was interested in had just downsized. “I was competing for jobs not only with students but people with years of experience and contacts.” He continued selling rugs at an upscale store in La Jolla, a job he had through school, and even picked up a few side projects from clients he met there. James took every opportunity that came his way, even if it wasn’t interior design related. Having learned Photoshop at DI, James found himself involved with many graphic projects. “I would always jump on the opportunity to help out my friends. I’ve done logos, business cards, and flyers just so I could keep my creative juices flowing and my skills honed.”
One of James’ friends had hired a graphic designer for his business cards and when James saw the work, he got inspired to take a stab at it. “So, one day, just for fun, I did a creative study on his logo and emailed it to him and he liked it!” Having seen this sample of James’ work, he recommended James to another friend who was vying for a lease in a grocery store space and needed presentation materials put together. He already had someone lined up to do the work but James agreed to do it for less, and won the bid. “I’m always looking to get more professional work in my portfolio and I knew the building owner, who owns many other buildings in the area, would be looking at these drawings and that would be a chance for him to see my work.” James did all of his renderings for the presentation by hand. “I prefer hand drawings because it’s easier for the client to envision your thoughts with theirs. Computer generated drawing can be too real or hard lined which doesn’t leave much for the client’s imagination.”
And it worked! The building owner liked what he saw and asked James to look at his other properties because they were also slated for remodeling. “When I worked on the presentation, it wasn’t just about drawing a plan or elevation; it was more about selling a story. The concept is small but the story line is what I think sold him on wanting to get to know me better. I did research on the community, building history and owner’s history. A designer has to sell an idea to someone, which is difficult, so having a creative story helps sell that idea. The client usually has a dream idea of their own and you want them to be convinced that you get it and that you’ll follow through with it.” Now James has signed the contract to do multiple projects including a restaurant, hotel and club.
It just goes to show how a little creative graphic job can turn into a career-changer. As James said, “Put it out into the universe and it will come back tenfold. You can’t expect anything; you just have to do it. But it’s amazing what you can get back.”
And it worked! The building owner liked what he saw and asked James to look at his other properties because they were also slated for remodeling. “When I worked on the presentation, it wasn’t just about drawing a plan or elevation; it was more about selling a story. The concept is small but the story line is what I think sold him on wanting to get to know me better. I did research on the community, building history and owner’s history. A designer has to sell an idea to someone, which is difficult, so having a creative story helps sell that idea. The client usually has a dream idea of their own and you want them to be convinced that you get it and that you’ll follow through with it.” Now James has signed the contract to do multiple projects including a restaurant, hotel and club.
It just goes to show how a little creative graphic job can turn into a career-changer. As James said, “Put it out into the universe and it will come back tenfold. You can’t expect anything; you just have to do it. But it’s amazing what you can get back.”