Week 9: Shop
Your personal research tasks are for deeper critical reflection and demonstration of your thinking and working processes.
These are the research tasks for this week, please share your findings on the ideas wall and on your blog:
Research the various meanings of entrepreneurship, particularly within the field of graphic design.
Find a range of definitions, descriptions or summaries of what it means to be a design entrepreneur today.
My own research - What is design entrepreneurship?
I thought before I started research examples for this weeks task, I should get clearly established what is Design Entrepreneurship?
Fellow student Ellie Ewart posted a suggestion for an article by Robert Lzicas in Medium who runs the MA Design specialising in “entrepreneurship” at the Bern University of the Arts.
“Design entrepreneurship is not business creation”
Unlike traditional business creators focused on profit maximisation, design entrepreneurs prioritise the recognition and appreciation of the sense and meaning behind their solutions. They value representation and success rather than solely aiming for financial wealth.
Design entrepreneurship rejects the idea of predefined processes or universal solutions. Each problem requires an individualised approach, emphasising the importance of personality and personalised supervision. While it may not be the solution to all societal problems, design entrepreneurship has the potential to bring about meaningful and sustainable changes in how problems are tackled.
By introducing agile business practices, new services, products, sales strategies, and distribution channels, design entrepreneurship can promote diversity and offer large-scale companies fresh perspectives and innovative solutions. This approach could help secure and strengthen the social system, especially in areas where traditional small and medium-sized enterprises struggle.
In summary, design entrepreneurship empowers designers to define their own challenges, prioritise meaning over financial gain, and approach problem-solving with individuality and creativity. Now I just need to find a solution for me to apply my skillset this to.
This is an article from 2014 but I feel is relevant to the Brief 3 task. It’s about the Greek olive oil industry and how after a rebrand, designers are at the heart of this success.
Summary
This discusses how graphic design has played a pivotal role in the resounding success of Greek olive oil as an international premium product. In the face of a harsh economic climate, savvy entrepreneurs spotted an opportunity to reimagine the traditional olive oil market.
Greece, being a principal producer of olive oil, had been exporting vast quantities to Italy and Spain for bottling and branding. However, a small percentage was exported pre-packaged. Enterprising companies recognized the potential of selling directly to foreign markets, targeting countries like Germany, China, Canada, and the US, catering to high-income consumers seeking premium products.
This shift towards branded olive oil within Greece sparked a surge in demand for design studios. Olive oil branding became a sought-after commission within the creative community.
The elevated status of olive oil branding can be attributed to several factors. Firstly, it provided design studios with a fresh avenue for work, especially in a challenging economic climate. Secondly, the success of a high-end product hinged on the quality of its label and overall design, making it a significant undertaking for designers. Thirdly, it showcased the trust modern Greek entrepreneurs had in their local designers, marking a turning point for Greek business.
The rise of independent design studios in Athens and Thessaloniki, particularly after the 2004 Olympic Games, bolstered the status of the design industry in Greece. These studios embraced the challenge of unifying the essence of traditional agriculture with a touch of luxury, often using illustrations and handwritten type to create a more human connection.
Attention to detail extended beyond labels to the physical shape of the bottles, with inspiration drawn from Greek traditional pottery, setting the products apart from competitors. Some brands even took a radical approach, crafting designs that could grace the pages of esteemed publications like Wallpaper* magazine.
In essence, graphic design breathed new life into the olive oil industry, elevating it to a symbol of Greek culture and gastronomy, appreciated and embraced by discerning consumers worldwide.
Eye Magazine - All about oil
So what exactly is Entrepreneurship in my field of Graphic Design?
This encompasses a variety of meanings, reflecting the diverse ways designers engage in business ventures and creative pursuits. At its core, graphic design entrepreneurship refers to the act of utilising design skills and artistic vision to establish and grow businesses or personal ventures. For example, one aspect could be designers founding their own design studios or agencies, taking charge of client projects, and building a brand around their unique style or something they firmly believe in. i.e., a graphic designer might start to pursue a project on creating environmentally sustainable packaging designs for eco-conscious clients.
Furthermore, some graphic designers venture into entrepreneurship by launching their own product lines or creating digital assets for sale on online marketplaces. For instance, a designer might create and market a collection of vector illustrations or custom fonts, establishing a passive income stream.
Here are some examples of definitions, descriptions and summaries of a well-rounded set of skills a graphics design entrepreneur may possess:
The skillsets I think entrepreneurship in my field needs
Innovative thinking - combining passion and vision with your design expertise
Multi-dimensional skillset - not just graphic design skills but also proficiency in marketing, branding, client management, financial acumen, and IT savvy
Creative problem-solver - Whether it’s a product or service you have to be able to translate clients' complex ideas into visually appealing and effective design solutions to address their specific challenges.
Digital expertise - In the digital age (where content is king) a graphic design entrepreneur should be well-versed in various digital platforms, tools, and all the software to create designs optimised for online and interactive visual mediums.
Mindset - Always being proactive and taking brave but calculated risks, seeking opportunities for growth and innovation, and constantly adapting to industry trends and client needs.
Client-centric approach and relationships - Building strong relationships with clients, understanding their requirements, communicating effectively, and delivering projects on time and within budget.
Eco-conscious design - With an increasing focus on sustainability and environmental awareness, graphic design entrepreneurs may integrate eco-conscious practices into their design processes, such as using eco-friendly materials and promoting green initiatives.
Global reach - Not just in my neighbourhood but the ability to work remotely and collaborate with clients and teams worldwide allows modern graphic design entrepreneur to expand their reach and take on projects from diverse industries and cultures. (This is after all what this MA is about!)
Week 9 - My idea for the brief 3
This week we explored how being a graphic design entrepreneur today involves more than just being a skilled designer. It demands a well-rounded set of skills, an open-minded and adaptable approach, and a strong commitment to both creativity and business acumen. It is an exciting and challenging journey that requires constant growth and focus to and adapt and grow in an ever-changing digital landscape.
This is my opportunity to make a product or service that can be turned into an entrepreneurial proposition. I just need a good idea!
Reflection:
In summary, Graphic Design entrepreneurship can embody versatility, innovation, and the ability to merge creativity with business acumen and know-how. It also shows how as graphic designers we have the ability to thrive on creativity, adaptability, and an entrepreneurial mindset, paving the way for continuous growth and innovation.
References:
What is Design Entrepreneurship?
Robert Lzicar Published in MA Design Published Mar 8, 2018 [25th July]
https://medium.com/ma-communication-design/what-is-design-entrepreneurship-7d3f08ea33eb
All about Oil
Available at: https://www.eyemagazine.com/feature/article/all-about-oil
Eye Magazine archives Spring 2014, Issue 87 [25th July 2023]