Made in Toronto - Iliana shares the story behind IS Design Labs
Getting into the design scene in Toronto? It's a wild ride! With trends changing faster than you can say ‘Helvetica’ and fierce competition, finding a steady gig or a dependable paycheck in design is a tough nut to crack. And if you’ve got the guts to start your own design business? Well, get ready for a rollercoaster ride! It’s a whole new ball game.
In this blog series, we’re going to spill the beans on what it’s really like to run a design business in Toronto. We’re talking with the entrepreneurs or the trailblazers who’ve not only survived but thrived in this crazy competitive jungle. They’ll be dishing out their best business tips and tricks on tackling common hurdles like attracting and keeping clients, managing a team, staying on top of finances, and adapting to the ever-changing trends in the industry (And of course, hitting it big in the end). Their stories are like a goldmine of knowledge and inspiration for anyone looking to make waves in the design world.
Up first, we’ve got an exclusive chat with Iliana Sergeev, the brains behind IS Design Labs. We’ll deep-dive into her journey and get her best advice on building those all-important connections.
The Story of Iliana’s Design Journey
She graduated from OCAD University in 2011 with a few self-initiated internships under her belt. She found that the key to getting her foot in the door and getting her feet wet in the design industry is learning about how the design world works. Upon graduation, she began her diverse design experience across various roles and design industries.
A marketing and communications agency she interned with offered her a Junior Designer role right out of school. After a financial downturn, she was let go and off to square one to search for work. She worked in an advertising agency for a few months before moving to work at an in-house jewelry design company. Seeking a better fit, she joined the entertainment industry as an Intermediate Graphic Designer, where she discovered her interest and passion for experiential design - where signage, interiors, animation, and branding can all interplay.
After a few years, her curiosity led her to a Project Designer role at an interior and architecture firm, focusing on branding, environmental graphics, way-finding, and various ways of graphics and interior interplay (carpet design, wall-covering design, and concept material boards). With nearly a decade of experience, Iliana decided to channel her expertise into starting her own design business.
Initial Challenges
Yatri: What were your most immediate challenges?
Iliana: One area that I found tricky was going from a 9-5 job with a steady paycheck to a design business with no-schedule days, where I had to take charge of how to allocate my time and effort (including networking and meeting people). I've heard of people who come out of work and have clients with whom they have a good relationship and can take them on as clients once they start their own business. I didn't have that, and I didn't even want to have that as I worked for big companies with medium to large clients who required big teams. So, I think starting from the ground up and understanding how to get a good business lead was a new challenge as well. In addition, it was also important to learn how to assert myself as not just a graphic designer but also as a critical thinker and strategist after I secured a client. It took years to refine my philosophy, process, and methodology. I found that talking to people along the way, understanding what they're doing, involving each other, and building our team on the way was key.
Agora Prep Academy Branding, IS Design Labs
Yatri: How did you make new connections?
Iliana: I found the coworking space a good place to meet people. I didn't want to meet more designers as I saw them as competitors, and I didn't quite know what set me apart at that point, except the kind of projects I've done in the past. This is why I found coworking spaces to be a great start. I did some bartering along the way to grow my connections and portfolio. For example, I positioned and designed an image consulting brand for someone, and they helped me with my public speaking for a speech at the World Design Summit I was chosen for. Or I would create artistic acoustic sound panels and, in return, get promoted and connect with people (plus add to my portfolio). I even did some layout design as a barter with a nutritionist. Sometimes, it was just pro bono as I wanted a piece in my portfolio, like this album cover I designed for this business consultant’s side gig, and he is now one of my best clients. Also, whenever people said to keep in touch, I really did. Those people would then engage me to work on bigger projects. I learned to make a list of contacts whom I would reach out to from time to time to update them on my latest projects, progress, and ideas.
Yatri: How did you ensure financial stability in the initial years?
Iliana: I was lucky that my husband had a stable job, and he was very supportive of me becoming an entrepreneur and starting a design business. In terms of me making more money and growing my business, I found that doing some contract stuff on the side, helped me financially. The first employer who let me go due to a financial downturn scaled down significantly and needed freelance designers and reached out to me, so I worked with them on a few contracts where I was just working hourly with them, and then there were a few clients who were kind of well-paying.
I did briefly entertain the idea of being a barista part-time and making connections from there, but I figured that wouldn’t really help my credibility as a designer. Everyone I’d meet would see me first as a barista and then as anything else.
Le Lert Restaurant Mural, IS Design Labs
Growing and managing the design business
Yatri: How did you retain clients?
Iliana: Once I finish a project, I aim to publish it on my website (even though it takes a while), send it to my client for approval, and ask if they would like to write me a recommendation. Oftentimes, the review helps reinforce the fact that they liked working with me, and it helps bring me back to the forefront of their mind.
Also, a personal touch is very effective. For example, send them a gift with their logo on it or create some art with their brand values and colors. Another great example is not being petty but being strategic. If a client wants to add a new employee and needs to edit their business card or email signature, that is minimal work effort for me. I wouldn't charge them, but I would let them know how much it would mean to me if they kept me in mind for any referrals.
It does not cost me much, but it is an important emotional connection that they feel I am there to support and help them. And a lot of times due to this personal touch or connection, these clients would then introduce me further to other potential leads and so on. In brief, I would say that treat your past clients with respect and love. They are your biggest supporters and fans. They believe in you.
Yatri: Did you hire anyone or seek contract-based designers?
Iliana: Yes. But I haven’t hired any full-time designers yet. This is because I do not want to worry about making enough money to pay them consistently and also, I do not have a guarantee of good work and experience for a certain number of months, as the workload in the design business fluctuates. And I should say I cherish riding that wave of variable workflow - with time to relax and time to work very hard.
However, whenever I get larger projects, I bring people from various industries with whom I’ve worked before or have a connection. Say, I'm working right now on a campaign project, so I will bring in an SEO and copywriting expert to join my team. I would still be the project lead, and I would still do the positioning and design work, but I would lean on their expertise and strategize together.
Promotional Brochure, Geneia Branding, IS Design Labs
Yatri: How would you pitch to a client where the project has other parts like SEO or copywriting, which are not necessarily your expertise?
Iliana: I do the discovery phase of a project prior to the submission of a proposal. This way I can get an understanding of what they're looking for. If SEO or web development is their main need, I apologize and let them know that my focus is on branding (strategic and visual) first and foremost. This is a crucial part that needs to happen prior to website development or SEO. If they don't have branding at the top of their process, I wouldn't approach them and see them as a good fit. But otherwise, let's say that -in a campaign I mentioned, there was an RFP, and I wanted to submit a proposal. Straight away, I was like, okay, I need to get myself a copywriter who is willing to collaborate. Then, we can showcase ourselves as a team for that project. Then, I'll briefly explain what we're going to achieve, what the objective is, and what the goals are.
Advice to design entrepreneurs and new grads
Iliana: I would advise them to take their time to experience and understand how companies work, to learn about the design business side. Also, to keep up their knowledge, push forward, and ask to be involved in all parts of the design process - brainstorms, client meetings, on-site visits, etc. Designers should not just be sitting behind a computer screen.
And lastly, keep your passion for design alive - whether you are socializing with friends and family or just keeping up with culture and new experiences in the city. Your passion is magnetic, it draws people to you. And do remember to keep in touch!
Self-Portrait, IS Design Labs
Takeaways:
1. Make good friends in the industry—they will help you a lot in the long run.
2. Try working in different design places first - it's like getting a head start in the design business race.
3. Don’t forget about referrals and word of mouth; they can turn your business from a wallflower to the belle of the ball.
4. Lastly, keep the fire burning and talk up your work; your excitement is like a magnet and will attract the attention you want.
With every interview, we peel back new layers of creativity and inspiration. Let Iliana Sergeev’s journey light your way.
Stay ahead of the game. Get your message across loud and clear. Watch your company grow and succeed. Don’t let anyone out-hustle you in the game.
Connect with Iliana:
Website: https://www.isdesignlabs.com/
LinkedIn: https://www.linkedin.com/in/iliana-sergeev-rgd-92302230/
