As we get closer to HOW Design Live this May, we’re sitting down with some of our speakers to share a sneak preview of what you can expect. This week we spoke with Crystal Bennett and John Nunziato of Little Big Brands about spec work, the alignment of client values, and their very strict “no a-hole policy.”
TC: How did you come to the realization that spec work is threatening to ruin the design industry?
LBB: At LBB, we’ve started to get spec requests much more frequently. And it’s not just the volume of requests increasing, but the way in which they’re being camouflaged… from the deliverables (just a mood board) to the type of spec work (we’ll pay if we choose your work) to the ultimate carrot dangle (this is the first of many projects).
TC: How can designers best find clients whose values align with theirs?
LBB: Frankly, it’s very straightforward in our eyes…you either have chemistry with clients or you don’t. Trust your gut if something feels off. Beyond that, look for folks asking the right questions and coming to the table with a respectful attitude and an understanding that design is a valuable asset for their brand.
