CHARLOTTE ELLIS MALDARI

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  • Background, went to Leeds Uni and did fashion communication but was interested in Graphic Design and branding. 
  • First job was at Rainmaker,  which generates new business leads for marketing agencies
  • Then went and worked for a smaller company where she raised the profile of the company to retain clients and gain new clients, sustainably.
  • She left because she wanted to gain a more diverse clientele and works mainly externally for big companies now. 
TIPS FROM CHARLOTTE
  • If you have the ambition to do freelance or start an agency, it's really important to position yourself as that from the start.  It shows your confidence and the brand you provide.
  • No "coming soon", be simple, do not be afraid to be niche. Do not offer to do everything if you only want to be niche and are afraid to say so in case it repels clients. 
  • Strongly recommends gaining experience from an agency/ studio before going out alone. Basically, experiment with someone else's time.
  • This also makes it easier to find clients and create shortlists. Likewise, those niche brands/ clients being able to find you. 
  • Confidence is very important, showing yourself off to your clients and engaging with the audience even if it does not seem 'appealing' to yourself. 
  • Listen to the challenges the clients have and the audience and articulate responses where design is the answer. 
  • A lot of designers are too busy looking at other designers work whether it is in Creative Review etc. It's good to celebrate other designers work but, do not judge yourself against their achievements. 
QUESTIONS

Where would you say is the best place to build a client base as a graduate?

Look at the smaller companies at the start, they will be more willing to employ you as youll be cheaper at the beginning of your career. Also, you will both grow together and build those early relationships. And advertise yourself to your audience all of the time. Think outside the box, Maybe attend events associated with your audience and use LinkedIn.

When you said don't be an individual (in terms of branding), does this also apply if i am applying for a job and not starting an agency?

Not too sure how to answer this. But, I would be looking at the sort of people they are hiring.

Do you think it is necessary/helpful to have knowledge of marketing strategies while applying to a branding agency? (As a Junior designer/intern)

I don't think it's relevant for you to know that so much. You get a very diluted form of the brief so you have a very open mind. But, if you plan to start up by yourself, definitely get involved with the people that do that within the agency. Maybe even work in one of these roles to gain that experience.

Is Squarespace worth using?

She used to use them but she found a website much more appropriate for her. But her designer friends suggested Wicks.

Any general advice for soon to be graduates who are looking for internships/ seeking employment?

Do not be disheartened right now with the way the entire industry has been affected by the past two years. The food and drink industry is doing very well right now and a lot of places are expanding. LinkedIn is a really good place for finding industries. Sometimes the smaller places are better for the experience. Not just another cog in the machine and you will be more likely employed later on.

Would you say it is more common for independent design agencies to start out charging clients by an hourly, daily, or project-based price rate?

Never charge for your time else you'll never be able to scale. Base it on the clients, the situation and what value your designs have on that client. And obviously the scale of the projects. Never be afraid to ask a client for a budget and setting a minimum charge.

How do you find out the going rate that other designers are charging so you know where to start and where you stand in the market? is it just a case of asking your clients?


Maybe try to find a more up to date one ^^






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