Introduction
This guide has been quickly put together for designers working in Zimbabwe as a summary on how to navigate the corporate world as a freelancer. It is not a general guide to freelancing but is specific to the harsh economic conditions in Zimbabwe. It is based upon my own personal experience as a freelance graphic designer and it is my hope that fellow creatives looking to break out may find it useful. It contains stuff I wish I knew before I started. So let’s jump into it...
1. It starts way before you actually start.
Having graduated from college, I spent a few years in the industry which was vital to understanding how everything worked and how to work with people i.e. clients, workmates and suppliers. But the actual work had began way before I had even left design school. Every year there is a significant number students graduating and all vying for the same job. Invest in yourself early on and you give yourself a good chance. What makes you different? Why should a company or client choose you? These questions lead us to the next point.
2. Be proficient in multiple disciplines (At least the basic Essentials)
The math is simple. You will find it hard to survive on one skill. For students, time in college also means time to experiment. As soon as you get into the industry there will be very little time to learn new skills. Probably none at all. You probably have other life pressures and technology is evolving too fast for you catch up. As a student, I spent the bulk of my college time experimenting in different fields of design:- print, animation, 3D, web (which was then still in its infancy). During this time, I could see what was sustainable and what was not.
For those already in the industry, it is never too late to invest in your skills. Even up until now, I still look out for the next big thing in design. At least in my design career. What you invest in now is probably what will sustain you in the future.
3. Strive to be the best at what you do (Establish a reputation)
This point needs no explanation and it feeds from the previous point. It is as simple as that. When you establish a reputation, work tends to find you. You may actually find yourself overwhelmed.
4. Think Big (You’re not a logo or flier designer)
The real reason I left my job was not because I wanted to freelance. Somehow, I felt I wanted to do something bigger than just designing logos and fliers eight hours a day. When you really think about it, design is not about a single item on a computer. It is about shaping experiences. These are the same experiences all brands are built upon. The brands that make up the large corporations. When you look at design this way, you realise that you need to be more than a person who sits in front of a computer pulling anchors in illustrator all day. You realise you need to be a lot of other things: a visionary, a business person, a leader, the list goes on. Thinking like this makes it easy for people to see how you fit into their overall success strategy. Technological barriers have been broken and almost anyone can now design a logo on their computer. Why should anyone hire you and not the other person in the corner office who is ten times cheaper?
5. Getting the clients (Don’t quit your job just yet. Start Small and work your way up)
What is the formula to getting clients? The truth is there is no one formula, but here’s one that worked for me. Try to work with small startups at the beginning. Be discrete and work with the ones you believe have potential. The good thing at this point is you have something in common. You’re both trying to get a footing. Remember you’re not just designing stuff for them but you are now also in part responsible for shaping their success, and know that their success is your success (hopefully). You will also gain a lot of experience applying brand building principles which will be very handy latter when you land or approach your first big client. Agree on pricing and be reasonable early on. You may find yourself doing stuff for free but don’t do it all the time.
6. Bill !!!
Do not…!!!, I repeat… Do not… work on anything that you have not billed and agreed with the client. Have an online portfolio and if a potential client wants reassurance refer them to that.
7. Make yourself indispensable
So you have landed your first client, What next? Shrewd as it may seem, no-one else should be able to offer your client the value that you offer them. Period. They should not be able to do without you .
The 5 Noble truths (Accept these and you will save yourself a lot of stress)
- You will not always get paid on time. (Either save up or have lines of credit for when this happens. Whatever you can do)
- You will not always do the kind of work you want (Don’t take it personal. Move on but have standards. Even bad has a standard)
- You will not charge everyone at the same rate
- Clients will leave (As with all relationships, you and your client will experience rocky times and the relationship may end. Prepare for that)
- Freelance is more work than a regular job. (Trust me. You will have more on your plate than at a regular day job. You will probably perform the tasks of at least five people on your own. You are the designer, the brand manager, the copywriter, the accounts guy e.t.c. You may latter outsource but you will definitely do the above at the start. You will however enjoy the benefits, like owning your time. Use it wisely)
9. What you must certainly do...
- Have an hourly rate. You will not charge exact hours but an hourly rate will help you adjust your prices accordingly. The simple rule is the longer the job takes, the more it should cost.
- Have an online portfolio for reference. Some clients will ask that you do trials. If it is not an opportunity that will change your life then refer them to your portfolio.
- Always quote first and agree with your client before you work. Send an invoice as soon as part or all of the work is complete. With some clients you will have to call soon after to ensure they have received it. Always make sure. Some clients will ignore emails just to delay payments.