The Union Method Round Up

The Union Method Round Up

If you’ve taken our advice on getting started with your annual report (even though you just finished), great job, you’ve given yourself some time to think strategically and thus be more active about your report for next year.

This week we’re helping you get into the strategic mindset by sharing some posts about our method and how it guides people through their project with ease and purpose.

Intention and intuition are vital values here at Union Design, so it should be no surprise that this is where our process is rooted. Design, like a business, is art and science. The highest goal is finding the intersection between form and function, continually assessing our efforts against our goals.

Becuase we want to see our efforts pay off, we have to get to the core of the problem we’re trying to solve. The dialogue starts there, what’s the specific problem? What are the tangible solutions that we can move forward right now?

Rooting our progress in our values is where the strategic magic happens. Next, we explore the depth and breadth of the project, taking what we understand about the specific problem we’re solving, and then aiming to understand the people we’re trying to help.

After digging deep to get a fresh perspective, we take a look at what already exists and evaluate it in an audit. Once an audit is complete, we move forward with the current project with our strategy, goals, and audience all in mind.

We’re always happy to talk with people during their planning process, the sooner a designer can get involved in the process, the more thorough their understanding of the project is, and the better the final product will be.

 

 

 

 

 

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You can still use your phone to call people.

You can still use your phone to call people.

You know that feeling you get when you’re reading some important article on your phone, or scrolling through Instagram, and suddenly, the phone rings interrupting your important business?

You might feel disgruntled at having your bubble burst, but then you remember: phones are for calling people! I think we all forget.

In 4th grade, my teacher would go on and on about the importance of writing skills, and how vital writing would be in our everyday lives as adults. I’m not here to get into a conversation about the loss of proper spelling, debate the double space after a period, or discuss my favorite new slang terms (savage). I do want to say, my teacher was right — given the prevalence of texting, email, and social media, writing is more important than ever.

The problem is, with email being omnipresent, we feel pressure to write and respond quickly, not always giving ourselves the time we need to process information. While it’s true that some people process and express best through writing, many people benefit from a conversation. I was reminded of this when I called a client with a question instead of responding to their email.

Over the phone, we were able to quickly get over the obstacle with the revisions I was working on — and it was something neither of us had thought of until we spoke to one another.

Design is a conversation. It’s a visual conversation with the audience, and that is why good design is rooted in real conversations between real people.

 

 

 

 

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Intention + Intuition

Intention + Intuition

*The Union Method*

Uniting strategy and visuals to create the impact you need.

What happens in the mind of a “creative” person is always mysterious to a “non-creative” person. It’s true that intuition is a powerful tool for creativity, but it’s also true that intuition is born from experience. Creative work is work — it takes practice, discipline, thoughtfulness, and skill.

While creating something that is visually pleasing is always an important part of what I do, something that is only visually pleasing, that doesn’t rely on any strategic intentions, is worthless. Getting to the goals, intentions, and strategy is the foundation of the Union Method — the process every client and every project go through to make the most effective design possible. 

What’s valuable about having a repeatable method is that it’s strategic in and of itself. The Union Method is designed to be flexible enough to work on different types of projects, but concrete enough to get the results needed in different situations. It’s both intuitive and intentional, so clients can trust that the work we’re doing is effective, without needing to micromanage every aspect of the creative process.

 

 

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Five Questions

Five Questions

Here’s the truth: design alone can’t solve your communications problems. It’s easy to think there is a magic bullet in business, but there isn’t, and treating design like it could solve all of your problems won’t address the need for strategic thinking that gives structure to a design concept.  

If the strategy isn’t there, even the most beautiful design will be hollow.

It may be pretty, but it won’t be effective.

Keep your projects on track by answering these 5 questions.

Why does this project matter?

Check out last weeks post for a succinct punch on this topic.

This question gets to the very heart of the problem that you are trying to solve — not just what the problem is, but why it’s worth solving. What changes for the better when this work is done? 

While business goals are important, it’s also worth asking why your work matters to you, to your colleagues, to your audience, to the people your organization helps. You need to understand who this project will touch, how it will impact them, and why that impact will matter! 

No matter how many times you have done this, you have to know your why. Why is rooted in your values, and when decision making is rooted in values it gives your entire project a powerful emotional foundation and trajectory toward real change. 

Thinking in this way sets your project up for success. 

How does this project fit with our broader business goals?

Once you know the values a project is meant to uphold, you need to compare those values with your more practical business goals and available resources.  Knowing that a project is important and has value is not the same as knowing a project is right for your organization.

Keep in mind the organization’s overall goal and note how this project will move you toward that goal. If it doesn’t align, reframe the project into something that will be more effective.

Who are we trying to reach?

Make your audience real and know who you are talking to. Often when I ask my clients about their audience, they draw a blank or feel that they have to speak to everyone. And if you’re talking to everyone, you’re talking to no one! If you lack clarity, start by identifying who you are not speaking to. Set aside nonessential audiences and then narrow in on your key people. 

Some questions to get you thinking: What do they care about? Who are they trying to become? What do they need from you? What journey are they on? How you can you help them arrive?

What do we want them to do?

Simply: what is your ask?

When someone comes across your annual report or direct mail or brochure, what do you want them to do? Write a check? Refer someone to your organization? A lot of the work we do gets filed under “raising awareness”. While that can be helpful, it’s not specific enough (and it can’t be measured). What do you really want? How can you give your audience what they really need? Your ask lands at the intersection of those two things. Be bold — know your ask.

How will we know if we have been successful?

Don’t forget this one. Define what success looks like. Decide how you will measure your progress.

People can hesitate to define what success looks like, because that makes failure easier to stomach. If you weren’t aiming for anything, it doesn’t matter what you didn’t hit. But you can do better than that!

Deciding how to measure your progress ties everything together — Why are we doing what we’re doing? How does this align with the resources we have to offer? Who will we help? What do we need them to do? What measurable change will we see?

Successful organizations iterate and grow year after year. Knowing what progress needs to be measured is key in being able to expand on what has already worked and strengthen where necessary.

Every new endeavor builds on what is already there, so the more work you do up front with your strategic planning, the stronger every new project will be as you build and grow.

 

Download this worksheet and try it out!

The key here is to write in your own voice, using simple, clear language. Discuss your answers with your team and get everyone to sign off.

With a clear vision, you can do amazing work.

 

fivequestions

 

 

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