Q&A with Susan Zebedee of SZ Studio
In March of last year the Alberta College of Art and Design (ACAD) was granted University status. This triggered research and branding work conducted by Stormy Lake Consulting and Will creative to help develop brand positioning, name, logo and marketing materials. The result was a brand model and set of guides that aided in the continued roll out of rebranding the universities assets. Susan and I were partnered together to create elements from exterior signage and convocation materials to an internal wayfinding program. I greatly enjoyed working with Susan on this project, her ideas, attention to detail, production management and knowledge about signage and materials was a huge asset. So naturally, I wanted to get to know her a bit better and understand how she’s ended up in a similar role as me, business owner of her own design practice.
What is your background? How did you get into graphic design?
I developed an interest in graphic design when I was in high school. Our school had a great graphic arts program. I started with screenprinting, photography and dark room work and absolutely fell in love with it all.
How did you end up as a business owner? What made you want to work for yourself?
I have always wanted to be a business owner, after many years of working in agencies, I think this was a natural progression. It allows me to work with a variety of people and have more say over the types of projects that I am involved with.
What services do you provide?
I provide graphic design, production and production management services. I specialize in brand implementation, event design and environmental graphic design. I am also looking at expanding my services to include animation and film editing.
You started your career in production services. What is the difference between a production artist and a graphic designer?
A production artist focuses more on the technical aspects of a project, ensuring the files meet all of the end parametres. You have to have a very keen eye for detail and a strong understanding of end use.
How do you feel the design/production landscape has changed over the years?
It has changed considerably. When I first started out in this career, pretty much everything was printed. Now, I would say, 80% of what I do is digital based.
What was the funnest part of working on the AUArts project? How were you introduced to them?
I loved that I had the opportunity to work with AUArts. So many people that I have worked with over the years have either taught or gone to ACAD. To be part of the brand implementation and wayfinding program is exciting and well suited to my expertise. I also really enjoyed the opportunity to collaborate with other freelancers like yourself. I always learn something new when working with other people and I like how everyone has a slightly different perspective.
What is your process to finding new clients/contracts?
I have been very fortunate as a lot of my new clients/contracts are through word of mouth or referrals. I also respond to rfps from time to time.
Are you a team of one? Do you plan to grow your team?
I am currently a team of one, however I share office space with the talented team from Studio Forum. I don’t have any current plans to expand my team, however I do team up with other freelancers if I require additional help for a specific project.
What are your biggest challenges for growth? What size of business to you want to be?
My biggest challenge is that there are only so many hours in a day and when you are a team of one it lands on your shoulders. The idea of partnering with someone down the line does interest me, however I would still keep a small team.
What are your favourite types of projects to work on?
I absolutely love anything to do with environmental graphic design. I had an interest in interior design and architecture at an early age so anything that combines graphic design with space planning or wayfinding is up my alley.
Do you have a size of business that you like to work with?
No, not necessarily. I have worked with all sizes of businesses.
What industries do you like to work with?
I do a fair bit of work with developers and really enjoy it. I also like working for retail and corporate clients. The type of work is all a bit different and it offers variety in my daily workflow.
How do you measure your results?
I work with a few of my clients on a regular basis which allows us to compare analytics such as landing page visits, click throughs etc. from quarter to quarter to see results for a specific campaign or event to determine what generates the most traction.
Most memorable project you’ve worked on?
There are several projects that come to mind for different reasons. However, when I first started out in this business, I worked for a small design agency that specialized in Corporate Brand Implementation and Environmental Graphic Design. There I was involved in large corporate implementation programs. Some of the programs took up to two years to complete. It was through this work that I came to realize the value in using consistent visuals and messaging and how strongly it plays into brand recognition.
What are some of your greatest lessons you’ve learned thus far?
I had a former creative director that used to say, the minute you think you know everything, you’re done in this business. It’s an ever-evolving field and no matter your experience, you need to be open to learning something new, or finding a different way of doing things.
Secondly, a good idea can come from anyone. Don't dismiss someone’s idea because they are not from a creative background. The world interprets things differently, and we have to see things from all angles.
What qualities do you value most in your clients/vendors/partners?
I like working with clients that are direct, honest and have a sense of humour. I am lucky to work with some truly amazing people.
What are the biggest challenges of being a business owner?
I think carving out the time to work on self-promotional material.
What does the future hold for SZ Studio?
Hopefully continued growth, I am constantly learning new skills and adding service offerings. I would love to look at expanding my team down the road.
Learn more at szstudio.ca