I find this pretty hard to believe — I was looking at my old work to see what could be put into my portfolio and I stumbled across a portfolio site I did back in 2005 for one of my modules. 4 years later, I still think it’s one of my better designs… work can get pretty annoying that way.

If you feel the same way she does, that’s great–more power to you. But taking out an advertisement and designing a logo are two completely different things, and people need to understand that design is more than making something look nice. If you just want something that looks nice, go ahead. Taking out that advertisement provides you with a one-time brand exposure; if you choose not to capitalise on said exposure with a brand that will keep people coming back then you’re wasting your time. Every blog shop out there has “the finest, painstakingly sourced, hand-picked clothes”. Everyone sells the same things. What makes yours different?

This is where considered design comes in — what is your objective? What are the current issues at hand? What is your business model about and what makes you different from everyone else? If you aren’t asked these questions or if your designer doesn’t want to figure your company out, then you have a problem. Think ahead and understand what you’re paying for.

www.alexprager.com

View the making of. By dAF, via S+C.