rockpaperink

June 15, 2011

Keep in touch with your clients, past and present

Self-Promotion

Author: Plazm

Topic: Self-Promotion

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Why Not's success has created the enviable situation in which they have never had to seek out work. Instead, their self-promotion has consisted of maintaining close client connections to keep the work coming in. Andy Altmann of Why Not notes, "This year has been the quietest we've ever had, and we've been like, 'How do you get work?' So we checked with all the clients we have ever worked with in the past, and that's worked, so now we are busy again. It the past, we've been quite blasé about it, but it is a little different now. We are doing a lot of repeat work for existing clients, but that is not new work, exactly. A lot of going through the motions, but that is what keeps food on the table. The more interesting projects don't come along as frequently."

In 1992, Why Not Associates designed the catalog for a Nigel Coates exhibition of architectural drawings and ideas, which was shown at the Architectural Association in London. The subject of this project was the development of a mythical city, which was like a large body, living and breathing and interacting with its inhabitants. A few years later, Coates apprached Why Not because he wanted to extend this idea to create what amounted to a guide book of this mythical city as a means of discussing the state of city planning.

Although the job has stretched out for a number of years, the book will be published this fall. Working with an architect from the initial stages of an idea to the unique, book-form presentation has given Why Not a greater appreciation for the processes of architects, as well as a role in the organic development of a project—from a catalog to a book.

Source: 100 Habits of Successful Graphic Designers

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