provider to see if it’s able to suspend payments
for a period of time, and look into securing
revenue in the short term. Go back to basics and
think about what you really need to ensure you
minimise disruption of your work and home life.
Staying on the subject of money, one thing
that’s worked for me is helping my clients to
extend more favourable payment terms. For
example, rather than 50 per cent deposit and 50
per cent completion fee, I’ve adapted that to a
four-stage payment structure of 25 per cent fee
over a project duration, to help my client’s cash
flow. Something to consider is providing a
discount for your client. Remember the key here
is to survive! Consider looking for opportunities
to take equity in the right client. Ideally we want
money now, but the payoff could be much
greater in the long run.
It’s important to talk to your current and past
clients. Check in to see how they’re doing and
how you can help them out. Focus on the
relationship with your client ahead of the
revenue – those relationships are the key to
future work. Unfortunately, some clients will be
struggling and potentially unable to survive this
crisis. If they can tell you that they can’t work
with you anymore, then you would like to
receive that news as early as possible so you can
adapt to the situation.
Once the economy turns good again, you
want to be firing on all cylinders, because all
these brands and businesses will be wanting to
get back to their successful state as soon as
possible. You need to be ready to help them get
to that level with your creative magic.ADAPT THE SERVICE THAT YOU OFFER
Consider pivoting either the services you offer or
the markets that you serve. For example, if you’re
an illustrator who specialises in editorial design,
can you adapt your services across branding,
packaging, digital and motion graphics?
My biggest asset has been my versatility in
typography and lettering, because my work
works across branding, packaging, installations,
murals, digital and everything in between. I’m
fortunate to have projects continuing on and
new ones coming in during this challenging
time, but I know a huge factor in making that
happen is my versatility and my relationship
with those clients... sorry, collaborators!To give you an idea, I’m currently working on
the logo typeface and accompanying font for a
football club; a wordmark for a tech company
based in San Francisco; branding and packaging
for an exciting wine brand; lettering artwork for
a national campaign; and a digitally printed
mural design for a well-known beer brand.
I’ve realised that it’s easier to offer new
services to existing clients than it is to find new
clients for existing services, so your focus should
be on the challenges and the needs of your client
in this present time and adapt to that situation.
Creatives are problem solvers, so help your
clients with their problems. And even if it’s
beyond your remit to fix that problem, be helpful
and recommend someone to help them out.
People appreciate this and it will come back
around and help you out like good ol’ karma. It’s
also worth asking your clients what they value
most and least from the work that you do for
them – perhaps you can use that as a stepping
stone to gain more work.
Consider delivering more value as a
consultant or teacher. Have you thought about
creating an online workshop? Things are moving
on to a digital platform more than ever – it’s
time to get on board!
Make it your goal to come out of this crisis
and into the future positioned to win. Look
further ahead than everyone else in the market
and bet on yourself to succeed. Having that goal
will shift your mindset from negative to positive.
It will truly make a difference.
One thing I say to myself every morning as
part of my visualisation process and positive
affirmations is, “I commit today to do what it
takes to succeed. I take responsibility for
where I am.” This rings so true for me. Take
responsibility for the situation you’re in, own it
and try everything in your power to overcome all
the challenges that you face and at the end of it
you’ll be able to shout, “Coronavirus...
completed it mate!”NEWS, VIEWS & EVENTS“Consider
pivoting either
the services
you offer or the
markets that
you serve”
Top: Craig working on a Fiat 600
for Moritz beer at the OFFF
festival in 2019. Above: example
of Craig’s lettering skills.
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