Noemi Caruso is a graphic designer with more than sixteen years of experience in the creative industry. Since September 2020, Noemi has taught on the BA Graphic Design programme at Oxford Brookes alongside her professional practice.
1. Introduce yourself and what you do
After many years of working in big and medium-size agencies in 2016, I set up my own graphic design practice. I work with different clients from the art, cultural and commercial sector, developing projects including visual identities, editorial works, campaign materials, packaging, digital and environmental graphics. Some of my recent work includes identity and campaign materials for Kings Place, Dulwich Picture Gallery, and book design for The David Parr House (Cambridge). Since 2016 I have worked as art director for Kings Place, a multi-arts venue in King’s Cross, London.
My approach is based on a collaborative way of working with clients, enabling them to participate in the process. I strongly believe that passions, care, and commitment always generate great ideas.
2. How and why did you start freelancing?
Before starting my own design studio I lived in 4 different countries and worked for different design agencies. These gave me fantastic experiences and knowledge on many different design aspects that were invaluable resources to set up my own design practice. Amongst many things I’ve learned:
- Working in small/medium and big size teams
- How to lead a project
- How to deliver a project under pressure
- How to compromise with a tight brief and restrictions given by your client (make the client happy while being creative)
- How to enhance my presentation skills and create a convincing proposal.
Once I felt really confident around these aspects and ready to work on my own I’ve decided to pursue my freelancing career. That moment arrived when I realised I wanted to have more ownership of my time, be able to choose which type of projects to focus on, and develop projects on my own and not under an employer.
3. Where do you find your clients and new projects?
When I decided to pursue my own design practice I was aware that working on my own wouldn’t have been an easy and smooth path, as you feel brave to take on a new challenge as well as the financial risk, like many different things there are ups and downs and things can change quite dramatically, so you need to be proactive and have good entrepreneurial skills in finding new clients. Finding new clients is always crucial to a new business. Much of business success is determined by your efforts in finding new clients.
Direct connections
You might start building a network with direct connections, your family, friends, and ex-colleagues. Never underestimate your direct connections, you might find new potential clients without much effort.
Pitch proposals
A good strategy to find new clients it’s pitching and sending proposals. When you are pitching a client you might be sending a pdf proposal that introduces yourself and explains why they should work with you, and might also give some ideas and general inputs for a possible project you would like to develop with them.
Social media
Another way to grow a business is also being proactive on social media and networking. Many graphic designers use social media to do networking and promote their work, as a means of supporting their websites. Some platforms to advertise your work and promote yourself:
● Facebook (it provides robust advertising platforms).
● Instagram (more creatives might prefer Instagram due to its highly visual nature, hashtags and networking with other creatives to generate word-of-mouth and connect with potential new clients).
● LinkedIn is a great tool for networking with people in your industry and establishing relevant connections with people who might be able to enhance your business or put you in touch with opportunities.
Networking
Doing networking and talking confidently about your business is a key aspect in getting new business. It’s hard to get clients through networking when you’re sitting at home on your computer all day. As a freelancer, you might consider joining a co-working space. Attending local events is a good way to make new connections.
4. How do you know what to charge?
Setting your pricing might be a difficult and daunting task. There are certain things to consider at the beginning. Will you charge clients by the hour? By the project? Or by the value you deliver them? Certainly charging hourly is probably the easiest and most common for anyone starting a graphic design business from scratch, but you may want to explore other pricing models once you’re a bit more established. The 2022 Salary Survey for the Creative Industries by major players (recruitment agency) gives a good overview of the salary and freelance rate in the creative business. Tools and good resources from AIGA.
5. What are your must-haves as a creative freelancer?
● Being proactive.
● Being proud and confident about your business.
● Keep yourself updated regarding the recent trend in the design and art industry.
● Keep learning.
You can learn more about about Noemi’s work and professional practice at: www.binomi.co.uk