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Bill Grant/President and Creative Director
Grant Design Collaborative
How would you characterize 2001 in terms of your business or industry in general? 2001 was challenging, yet rewarding. Even with a recession and terrorist attacks, Grant Design Collaborative found more effective and strategic ways to work with our clients to assist them in increasing both profit and market share. Even though the economic realities were tough to navigate at times, I believe that both our business and profession will emerge stronger and more focused.
What has most affected your ongoing business in particular? Have you taken any drastic steps or gone through any upheaval? Have times been better than ever? Are you maintaining business now or moving forward or moving backward? Is there a rainbow at the end of this storm? Grant Design Collaborative is moving forward. While we took some drastic measures to ensure our financial stability, we were able to keep our entire team intact. This allowed us to maintain a high level of quality and service to our clients. Our outlook for 2002 is better than ever, but we will continue to be challenged to deliver a superior product in a cost effective manner.
Have you taken any drastic steps or gone through any upheaval? Major projects were delayed or put on hold in 2001, but our long term client relationships really paid off. We have always sought long term success over short term gains, and this allowed us to remain calm and focused throughout the year. Our team at Grant Design Collaborative are great strategic thinkers, and we all collaborated on how best to manage the financial ups and downs of 2001. We kept our entire team intact, and we were able to respond quickly to our clients’ needs. One of the most profound financial impacts to our business in 2001 came in the form of cash flow. Clients really held onto their money much longer than in past years!
What do you see changing for your business in the year 2002? How will your industry change? 2002 will continue to be a challenging year for the creative community, but I think the design industry will emerge stronger and more strategic than ever. Just as with the recession in the early 90’s, clients will enter 2002 cautiously, and every dollar must be invested carefully. Our profession must continue to quantify the return on investment that it generates for clients. Grant Design Collaborative will continue to grow in 2002 and expand the scope of services that we offer to our clients. We are beginning to design product, and this is a very exciting frontier for our team!
Some say better times are in store for Atlanta agencies, claiming that the heyday of the dotcom was bound to fall and now things are stabilizing rather than plummeting. Do you agree? I do agree, but times will only be better for those firms and designers who have learned to be strategic. Going forward, there is little room for mediocrity. Over the past few years, Atlanta's creative community has gained a lot of momentum. Design is alive and well in Atlanta, and we must continue to demonstrate the incredible creative talent that is offered in the Southeast!
What do you think clients will want to see from you? How are clients changing the ways they spend and what they want to see for their dollar? What do you think are the lowest dollar, highest bang ways your client can market themselves? Again, clients expect a return on investment. The value of great design has never been more important, and clients are more aware of the difference that good design can make in their business. While clients will continue to spend conservatively, I do believe we must work together as a profession to elevate our product above the commodity mentality. One way of doing this is to establish and maintain the highest level of professional standards. When the recession is over, our profession will emerge with increased respectability and professional stature. We must continue to create and execute great ideas that communicate clearly.
What new accounts have you won over the last year? Over the past year, we were retained to design and implement 360, an international work style magazine for the world's largest commercial furniture manufacturer, Steelcase.
We have also been retained by Herman Miller to increase their brand presence among architects and interior designers. We have also just launched a total redesign of the
Benefit Recycled Paper System for Smart Papers. The project includes everything from new product design to advertising, packaging, and collateral. We also have a couple of more clients coming aboard after the first of the year.