Andy Payne
Global chief creative officer, Interbrand
interbrand.com“Pro bono work creates a positive feeling
that projects both the client and designer
towards what’s right for the audience,
removing intermediary preference. The
challenge is not so much getting the current
audience to buy into the organisation’s
ethos, but making its expression,
interactions and experience recognisable
and memorable to a wider arena.
I learned early on that with pro bono,
simplicity is often best. Look at some of the
biggest charities globally: WWF’s panda
makes both the brand and its call to action
universally recognisable from first glance.
Even where a visual identity isn’t directly
linked to the cause, such as Royal British
Legion’s red poppies, its symbol
communicates the organisation’s purpose
intuitively and universally, without the need
for further explanation. A simple, effective
meaning helps a brand truly resonate.
When it comes to pro bono, awareness
means action and action can have as big of
an impact as saving lives. I’d like to think
this is what we all signed up to do in design
- to change our world for the better.”
Kirsty Smith
Operations director, Chptr
chaptr.studio“At Chptr, we usually take on pro bono work
because we see it as a chance for us to make
something interesting and unique. We’ve
found that working on these types of
projects usually means we can leverage a bit
more freedom to try out new styles, or trial
some new technologies we’ve been learning.
Taking on pro bono projects has been a
great way to add something exciting to our
portfolio and get involved with projects that
the team were passionate about. Once
you’ve got this shining example on your
portfolio, it may well open the door to
expand your design and development
offering on future projects.
When you’re a busy and profitable
creative agency, there are bound to be a lot
of things going on and you have to put your
paying customers first. But people love
working on these projects, so if we can find
the time and resource among other paid
projects, then everyone’s a winner.”Christopher Ribét
Senior designer, Williams Murray Hamm
wmhagency.com“Frontline professionals such as doctors and
teachers have an altruistic aspect of ‘giving
back’ to society in a rewarding way. As a
designer, the opportunity to help young
businesses or charitable organisations often
comes through pro bono work. Not only can
one’s creative talents make a difference, but
with a successful result the project might
generate valuable creative recognition. The
process is not without its pitfalls, so one
lesson we’ve learned is to tread carefully.
Many businesses will jump at the offer of
free work. Be selective about who you wish
to collaborate with, choosing projects that
you’re passionate about and where values
align. The results will be better off for it. Be
up-front and open about the monetary
value of the intended deliverables the client
will receive for free. Don’t devalue your
skills, because it sets a precedence that
future work will also have no costs
attached. The most important lesson is to
give the project maximum effort. Plan and
execute like you would for any other paid
client, building in enough ‘thinking’ and
‘doing’ time to make it outstanding.”ANMARI KOLTCHEV
That the clients can be as
demanding and fussy about
details as any other clients.@GRAPHIMATIC
That a small action can go a
long way!@JSTRELIOFF
To set very clear timelines
and number of revisions
up front, so that it doesn’t
go on forever.SARAH BIBBY
To treat it like any other job- be professional and deliver
what you promised on time.
Just don’t do it often.
@GBLAYNEY
That you should only do it
if you have total creative
freedom, or if it’s for a
genuinely good cause.CULTURE
discuss
WHAT’S THE BEST LESSON YOU’VE LEARNED FROM A PRO BONO PROJECT?