In a boutique consulting firm, there are many roles from traditional organizations that you have to address creatively. We have shared our strategy of having consultants who work on specific operational areas of the business - Human Resources, Marketing, Finance, and so on. There are times when one or more of these operational components may surge up or down as to the needs of the firm. However, one role that we maintain consistently is having an in-house designer. Why? Because great design matters for shared understanding, meaning-making, and purpose. For our team and our clients, design = impact. How any modern organization is not outsourcing or contracting for design is a mystery to us. | |
The work we do to advance the future of learning and work is our legacy, and it is our story to tell - we want to make sure we tell that story well. From our website, to the tools we use, and our weekly e-letter, we leverage the skills of our designer to bring a cohesive story to our audience. | |
This is especially important with the work we do for our clients. Often times we spend months researching, testing, ideating, and perfecting the way forward with our clients. While the work may speak for itself, we also understand the importance of a well-designed deliverable. From multi-page strategic planning documents to fully developed websites, having an in-house designer provides our clients with the capacity to see the potential in the work they have created without disrupting the marketing or design firms these organizations have in place. | |
While we usually list tools here like Adobe Illustrator or Canva, this week, we wanted to share some of the principles of design that we use at Setser Group. | |
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Established Brand Components
When designing internally, we use #1E4746 as our signature green color along with our Raleway and Russell fonts. These components give us a consistent look and feel to the elements we produce. For clients, one of our first requests is always their color palette and font guidelines so that we can use those consistently in our deliverables.
Tip: When using a tool like Canva, you can set up your brand components (logo, colors, and fonts) so that you can easily access them for a specific project deliverable.
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Modern Photography
Photographs are a huge design component in our work at Setser Group. We always look for photos that feel fresh, bright, and modern. As an inclusive organization, we always include photos that represent different races, genders, abilities, and ages.
It reflects our organization and our work. Representation matters.
Canva has great photography options but we also frequently use Adobe Stock photos, Nappy, and Creative Market to expand our photo library.
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Signature Abstract Element
When we launched Setser Group in 2020, our coming soon landing page featured moving neurons. We loved the significance of the neurons and oftentimes find abstract ways to incorporate them in our work. For clients, we have seen everything from mascots to shooting stars find their way into the designs. These elements often allow us to provide texture or anchor space in a design in a cohesive branded way.
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We are excited to discuss design this week with our in-house designer, Morgan Draughon. Morgan has been with Setser Group since it launched in 2020. Morgan designed our logo and brand materials as well as developed our website. She has worked in some capacity on every client project we have had to date and moves easily between operational and design work.
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Sester Group: We have a virtual team spread across four time zones, and you do an amazing job keeping them engaged in the organization. What is your strategy for that?
I absolutely love people! I know a lot of people will complain about a meeting that could have been an email, but I love hopping on Zoom or showing up to a happy hour! We have such an amazing group of people to work with at Setser Group that I always want them to feel appreciated and engaged in not just the work, but the organization as well. I have gotten to host our holiday parties and design cups, stickers, t-shirts, and masks for our team and it’s always so fun to see those things out in the world!
| Setser Group: What have been some of your most satisfying projects? One that you’re most proud of or had the biggest impact on people? | |
I think the designs I’m most proud of are the ones I’ve done internally for Setser Group. This organization has been profound in changing the future of education and the workplace, and it has been an absolute honor that Bryan has trusted me with his brand identity. Our work with Winston-Salem State University was also a really great project with lots of new design elements for me to tackle! I think it’s also really fun to look back at designs I did two years ago and see the growth I’ve had in this space!
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SG: Your visual designs always stand out. What’s your thinking behind that, and what tips do you have for others doing the same work?
Thank you! I think my background in instructional design has really helped me hone my graphic design skills. The elements of the design are secondary to how the information is laid out and whether it’s digestible or not. I think one of my strengths is looking at information that I’ve been given to design around and asking myself what’s the easiest way for someone who has never seen this before to understand it and take it all in. My advice is don’t be afraid to take a break from a design and come back to it. I find myself often times getting up from my desk to spend 15-20 minutes doing something mundane to give the creative side of my brain a break before returning to a piece.
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Sester Group: Setser Group is a mobile team, often taking projects on the road with them. Where are some locations you’ve worked from?
I love this question because I love to travel and go on adventures! I am based just outside of DC in Northern Virginia. I frequently visit North Carolina where I’m originally from and often work by the lake where my family lives. I have also worked in Kansas and recently I traveled to Hawaii, and while I tried to unplug while I was there, I was happy to check in on projects during my downtime!
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Want to share Setser Group on social media?
Do you have a design challenge? What’s your design plan when working on a complex project? See how Setser Group does it. Learn more here: https://www.setsergroup.com
#SetserGroup #FutureOfWork #FutureOfLearning #TalentCloud #Operations #Design
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