Superfried

https://www.startus.cc/company/superfried

Canada House

Chepstow Street South

Manchester

M1 5FW

United Kingdom

Website

https://www.facebook.com/superfried

https://www.twitter.com/superfried

General information:

Hi, Mark here – self-taught designer and the founder of a design studio called Superfried. As the name and background suggest, Superfried is anything but conventional. So I seek forward-thinking organisations, that are seeking unconventional ideas.

Launched from a London bedroom in 2007, Superfried now delivers award-winning brand strategy from sunny Manchester. I collaborate with external specialists to provide bespoke solutions for domestic and international clients. I believe this approach delivers the most versatile and cost-effective results.

As a graduate of environmental science, I provide a distinct perspective that aligns seamlessly with the ethos of sustainability-led organisations. A principle shared by Superfried as a proud member of 1% for the Planet.

To deliver effective strategies and creative solutions, client collaboration is key throughout the process. This is achieved via research, a lot of questions, and even more listening. Only then, can I begin to fully understand and resolve your challenges.

In addition to editorial recognition both online and in print, Superfried has won multiple awards for graphic design, branding, and typography. However, my greatest accolade are the verified reviews from happy clients, without whom this bold Superfried venture would not be possible.

If like Superfried, you want to be different, book a call to discuss how I can help you realise your ambitions. It will be great to chat with you over tea or WiFi.

Company information:

Company type:

Company

Industry:

Architectural / Design

Founded when:

Tuesday, 29 April, 2008

Startup stage:

Mature stage (being profitable)

Total numbers of employees:

Products and Services:

Superfried

Product category:

Brand Strategy & Identity

A brand identity is not just a logo. It is a combination of your purpose, beliefs and every medium that represents you or your organisation. Branding is about people – your team – and the people you are trying to communicate with – your potential audience.

For branding solutions to be effective the soft skills are just as essential as the technical. The ability to listen and empathise with people. Understanding how to set the correct visual and aural tone of voice to obtain your desired brand perception and resonate with your target audience. To achieve this requires good attention to detail. We must collaborate and be open minded.

Creativity is a given, but a brand identity system should also be a tool that is practical and easy to use. The soft skills ensure we listen to understand what you require to ascertain which technical skills we should provide. For example, Superfried conducts a simple software audit – What do you need to create and what tools or skills do you have to create them?

With this knowledge, we can look at alternative, practical solutions to omit the expense of new software or freelance support to ensure you are self sufficient upon completion.

Impressions:

FAQ:

How long have you been a graphic designer?

As mentioned, I am self-taught with no formal design education. I started learning to design in my first proper job back in 2000! At that time I was working in London for the International Herald Tribune [IHT] newspaper – now called the International New York Times. I was a member of the support team for the advertising sales department. The IHT was a hard paper to sell – up against huge business publications like the Wall Street Journal and the Financial Times. Consequently, the sales team welcomed any ideas or tools to help them win the business. To obtain experience I started by creating their sales decks in Powerpoint. I then moved on to producing ad mock-ups in Photoshop. The designs were placed within pages of the actual newspaper to help their client visualise the potential impact of the proposal, as upon turning the page the client was face to face with their own brand. This approach was effective and in constant demand, so I seized the opportunity to start learning how to be a graphic designer. The head office was in Paris, so in London, there was only one in-house graphic design position in the marketing department. Despite being offered a sales manager role, when the design post became vacant I immediately applied. To my great shock, I got the job. I was playing catch-up and had a lot to learn. So in my spare time – evenings and weekends – I was designing for friends and starting to nurture my own clients. After the IHT, despite my educational background and lack of experience, I managed to land a new design role within a financial PR firm. Whilst there I continued to maintain my own out-of-hours clients. A year and a half later in 2005 I left and went solo. I have worked for myself ever since.

Why is branding so expensive?

The short answer to this is, that I don’t agree and actually believe branding is good value. But of course, I would say that : ) This is a tricky question that confuses people until they have either tried it or been through the process with a graphic designer or a creative agency. When you have witnessed this first hand, the return on your investment becomes clear. Many now think that graphic design should be cheap, after all, how hard can it be? This assumption is not helped by the fact that creative agencies often pitch free work and ideas to win projects – an approach not employed in hardly any other sector. This was beautifully illustrated by a Canadian media agency – Zulu Alpha Kilo – in a comedic spoof video where they ask other professionals to provide their services for free. You can imagine the response. See video link below. Many feel it is just pretty pictures with little real value – yet some of the smartest business minds in the world spend millions on branding. For the majority this can seem ludicrous as they only see the little logo in the corner of the screen – unaware that a brand identity is so much more than a symbol. Lastly, everyone has an aesthetic preference and viewpoint – the majority think they could do it themselves. This is not a problem faced by plumbers or web developers. Getting it right takes time. Despite what the internet may say, there are no shortcuts. I like to think that investing in a brand identity is similar to buying a high-quality suit. Since it is expensive you will give much more time and consideration to your purchase than for a cheap T-shirt or skirt. You may try different tailors that use a particular cut that suits your body shape. You may even go further and opt for made-to-measure. The cost can seem prohibitive, but it is an investment that over its lifetime offers great value. The care and consideration taken will now ensure that every time you wear it, you will feel confident. You will be consistently perceived and look as you intended. And, if you opt for a timeless style, avoiding trends and pies it should last you 10+ years. The same should apply to your brand identity. It should feel comfortable, give you confidence and reflect you and your organisation at its best for a long time.

How long will a design project take?

This can vary dramatically depending on the complexity of the design project and the volume of deliverables required. Generally, I have found that branding projects range from around 4 – 12 weeks. Another key factor is the availability of the client. When asking new clients what the deadline is for their design project, the most common response is ASAP. Yet, once the work begins customers are often too busy to connect and maintain project momentum. Consequently, if your design requirement is time-sensitive, try to allocate diary slots in advance to ensure it will proceed at an optimal rate. Please also bear in mind that, unlike other sectors, with graphic design, it is not possible to only conduct one project at a time and stay in business. Graphic designers and creative agencies will usually be working with multiple companies at any given moment. Some take on too much, which means both the clients and the results suffer. Saying no is hard, as the opportunities are exciting and the creative sector is very competitive. But through experience, I have found it is essential to maintain a healthy business, happy customers, and my sanity.

How will I be involved in the design process?

I feel it is essential that you, the client, are involved consistently throughout the design process. To get the ball rolling in the discovery phase, I start by sending a questionnaire to each key decision-maker. This is to obtain an overview of you, your purpose, your company, your competition, your ambitions, and the challenges you are facing. I insist that they are answered individually by each stakeholder as the ambitions and views each has for the company can differ considerably. Once received, it provides a great opportunity to connect the parties again to establish where they may not be aligned and resolve any different views before proceeding. This stage is essential, as omitting this action can lead to serious problems later in the project. Once alignment and consensus have been reached we will subsequently connect regularly. When and how these proceeds will be dictated by the client. I have found this can vary considerably. Some customers prefer face-to-face meetings, others a weekly video call and for those constantly on the move, communication has been purely via email. Your input will be required throughout each stage of the design process. See the link to the process page below. The design project will not proceed until a prior stage has been signed off to ensure no element is left to chance and reduce the risk of errors.

What if I require other creative services?

One of the benefits of long-term experience in the design industry is meeting a lot of talented, creative people. It is not beneficial to me or you as the client if I offer a service I can not successfully deliver. Therefore, when I receive requests for creative services outside of my skill set, I can now put together a bespoke team of tried and tested design specialists. Via technology it is now possible for Superfried to remain small and efficient, yet remotely deliver complex design projects for larger organisations anywhere in the world. It still amazes me, as this would simply not have been possible in the not so distant past.

Who owns the design copyright?

When you receive the final design files and all payments have been completed, the copyright for the design work will now reside with you, the client. I only ask that I am granted permission to use the project design visuals for promotional purposes via my portfolio and social media. Be reassured I will always run any copy or case studies by you before going live.

What happens to the unused designs?

This can be a concern for clients because there is a misconception about how a design project is billed. If I am charging a creative agency on a day rate, then it is fair for them to claim ownership of the design work created on their time. For that duration, I am effectively just another member of their staff. But for a project rate, the price is based on value and the delivery of a design solution rather than time. Since you are paying for one solution, all unused ideas and design work will be retained by Superfried. If design agencies did not adopt this approach we would all have run out of creative ideas years ago! Ok, so what do you do with the unused design work then? Most unused ideas and designs are recycled as the starting point to generate new ideas for subsequent design projects. But don’t be alarmed, through the development process the final creative execution will never resemble the original source. The recycled ideas are merely used as a seed to set the design process in motion.

Superfried

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