Values.

Graphic design values

1. Design Responsibility

The design profession has an inherent responsibility to guide towards sustainable futures.
Carbon Footprint Logo

“In this age of mass production when everything must planned and designed, design has become the most powerful tool with which man shapes his tools and environments (and, by extensions, society himself). This demands high social and moral responsibility from the designer.”
Design for the Real World, Victor Papanek.

  • I support sustainable, social and ethical design projects.
  • I support responsible clients and suppliers.
  • I use regional suppliers with high environmental credentials and FSC/recycled paper in vegetable-based inks.
  • Keeping Lead Creative’s carbon footprint to a minimum requires periodical review and whilst I am not perfect by any means, I’m always seeking new ways to tread lightly. My chosen Carbon Offset scheme supports community-based, verified carbon reduction projects.

2. Transparency

Openness is integral to the way I work. I am a freelancer to individuals, small businesses and I support agencies who outsource their design work during busy periods.

Healthy communication between myself and my clients is key to success so I strive to make the project process simple and straightforward, checking in regularly to ensure we’re on the right path.

3. Ethical Activity

Lead Creative does not engage in free pitching – defined as the supply of design services to a commercial client without payment.

Why won’t I participate?

True professionals don’t pitch. I’m keen to protect the reputation and credibility of the design profession and actively avoid situations that take advantage of designers. I believe the design profession should be encouraged, not exploited. Free pitching is not ethical and pitch bids produce poor commercial outcomes as the work supplied in order to win the pitch can be badly conceptualised and rushed. A great portfolio should give a prospective client all the information they need on creative capabilities and skill set to help make a decision on appointing a designer.

So if I won’t free pitch…

I will invest the time to create yet more value and creative solutions for new and existing clients. I prefer to work in a way that I hope will inspire others to protect the design profession whilst maintaining the highest standards. Further reading at No!Spec.