reynoldswriting.com Blog

Here’s another of my mini-interviews with some of my regular collaborators from the marketing world. Today we’ll hear from Jennifer Davis, a freelance graphic designer I’ve worked with on many print marketing jobs. Jennifer not only has 15 years’ graphic design experience, but she also has an advanced knowledge of printing, copying and document management systems.

WR: How has your experience as a document management specialist helped you as a graphic designer?

JD: Document management involves the most efficient movement of information through a company. My knowledge of document management strategies has given me an edge when it comes to seeing the pieces I create and understanding what role they play in the company’s organization. I can visualize the documents I create in terms of how they reflect and complement the business’s overall branding and corporate philosophy, and how they will interact with other forms and documents to help make the company’s intended statement about itself.

WR: What’s the collaborative process between a graphic designer and copywriter?

JD: You and I both need the same information when we work on a project. We need to know the purpose of the piece, the target audience and what it needs to accomplish. You have your job and I have mine, but we both have to stay on the same page and make sure each of us knows all the answers to the critical questions. One thing we often find in working together is that the initial spark can start from either end. Your words might inspire a certain visual approach in my work, or I might give you an image and have you write to that image.

WR: What should someone look for when shopping around for a graphic designer?

JD: A portfolio with a varied style, something that shows range. If a designer’s work all conforms to one style, that designer may not have the flexibility to handle a wide range of jobs or clients. Make sure your designer is willing to look at your competitors’ marketing and use the styles that work best within your industry. Look for a designer who will put your needs first. I tend to think of myself as a salesperson first and a designer second. I love the creative side of the work, but it’s never just me trying to express myself on paper. I put my creativity at the service of the client because the priority, to me, is to give the client a final product that represents a high professional standard, makes an impression and affects the way the client is perceived in the marketplace. It’s about making sales, not pretty pictures.

WR: Why do you specialize in print marketing design in today’s multimedia world?

JD: Well, 15 years ago when I was starting out as a graphic designer, web design technologies weren’t as user-friendly as they are today. I preferred the real-time rendering and previewing I could get while working on a print piece. Also, I really like the physical nature of the finished product, holding that piece of paper with the full-color design printed on it. But I have strong networking relationships with web specialists and other types of designers, so I’m always happy to help a client who needs design for other media as well.