How to lead a small design firm through 2 recessions in 4 easy steps?

Stay Nimble.

This is the lesson I’ve learned as a co-founder and chief creative officer of a design agency. For me, this means constantly seeking ways to enhance our internal processes, being ambitious with the projects we pursue, and adapting to new niches when opportunities arise.

The Toolkit:

Process streamlining
Project pitching
Brand strategy
UI/UX Design
Content marketing

Step 1: Streamline Design processes to double output

I streamlined the design process for eCommerce stores by developing a pre-design questionnaire. This system reduced the length of design calls by 50% and significantly improved conversion rates for our clients. It also allowed me to train a junior designer to eventually take over the role.

Step 2: Punch above my weight class to win pitches against established firms

An internship with The Weather Channel got me an opportunity to pitch for one of their new shows years later. After beating out established agencies for the job, I followed up my work on DayPlanner, by winning more work for CNN International.

Step 3: Dominate a new niche with Explainer Videos

Looking for a new way to showcase our motion design and storytelling skills, I created an explainer video for a local nonprofit, launching a fundraising campaign called 2K Strong for All Walks of Life.

The campaign’s success provided a key portfolio piece that helped me promote our new explainer video services. By getting in early with creator marketplaces, I built a strong portfolio and gained access to top clients like American Express, LinkedIn, WordPressIBM, and the National Geographic Channel.

Step 4: Pivot when opportunity knocks

Successfully solving a communication challenge for pharmaceutical giant Merck helped build our reputation in the HR Communications industry. This led to providing motion design, UI design, and web development services for major brands like Xerox, Merck, Hasbro, and Williams Sonoma, enhancing their internal marketing efforts.