TORONTO—RGD Ontario hosted an in-house designer Q&A session last week at Grip Limited featuring local industry members.

















Speaking on the panel was Bridget LeGrow, director of creative services, Tourism Toronto, Heather Senst, executive creative director, Astral Media, Craig Swistun, vice president of marketing, Connor, Clark and Lunn and Brad Walker, creative director, Chartwell Seniors Housing REIT.

One of the main concerns about in-house design raised by both the panel and audience members was the issue of respect. Management at non-creative companies often don’t understand the value an in-house designer brings to the table. “You need to know the business to get invited to the meetings,” said Craig Swistun, who is also a columnist for Design Edge Canada. “You can’t just be the designer, the more you know about the company, the more valuable you become.”

He also stressed the importance of needing more creative people in senior positions. “If you understand the organization, you can break through but you have to choose to do that,” he said. “I think that we designers get pigeon-holed where other positions have career paths that are more clearly defined.”

Advancement in a non-creative company doesn’t necessarily mean a title change for designers though, said Bridget LeGrow. “You can be an expert at the company,” she said, “a trusted source with greater job responsibilities.”

A major tip for in-house designers voiced across the board is to never speak the language of design with internal business members. “Using creative speak, talking about fonts and colours, etc. can make people feel defensive,” said Heather Senst. “Designers should talk strategy and how the creative made it work.”

LeGrow said using creative speak can also be dangerous because it gives the client language to use against you. “Don’t allow the client to play creative director,” she said. “Ask them what the business objective is.” Contact: Rgdontario.com

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