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I am a visual communicator. Armed with T-square, swatch book and mouse in hand, I navigated the design industry for eight years as a freelancer. I worked for agencies big to small, local to international. An art school graduate of Ohio University, I left college feeling passionate, inspired and hopeful. It wasn’t long, however, before I found myself let down and jaded by the “real world” creative industry.
Airbrushing women and designing ditto sheets for banks started to feel irresponsible or just boring. The experiences I had on my journey I learned were similar to other creative professionals. I set out to change this.
Fulcrum Creatives is a social enterprise located in the Short North. Owners Liz Samuelson and Jason Moore. Photo by Danielle Ford © Columbus College of Art & Design
In 2009 I landed as a partner of Fulcrum Creatives, a branding studio and social enterprise in the Short North. The cornerstone of our brand is providing “Creative Leverage for the Greater Good.” The sentiments that sparked this philosophy are not new nor are they mine alone.
The earliest articulated that I know of are in the 1964 First things First Manifesto, where a group of designers wrote “… the greatest effort of those working in the advertising industry are wasted on trivial purposes, which contribute little or nothing to our national prosperity.” That a designer’s role is better served in providing the public with bike maps or public awareness campaigns versus “hair restorer, striped toothpaste, or slimming diet pills.”
The First Things First Manifesto was later resigned in 2000. Artwork by David Ortiz (http://davidortiz.es).
A designer’s power is often underestimated. With power comes responsibility. Creative professionals could use this power to lend a hand in creating a better city or planet to live in. After all, designers have “the ability, through their work, to influence, mold opinion, persuade, change behavior initiate and spread visual trends, shape the aesthetic environment and help to inform the public.” (Rick Poynor, Power by Design)
Columbus can harness this power of design (or, according to Michael Bongiorno, become a City of Design.) Home to many creative professionals, the number of people employed in Central Ohio by creative businesses in the year 2000 was more than 18,000. (Creative Columbus Report) Yet despite these numbers, those with a dedicated career designing for positive social and environmental change seem few and far between. It’s hard to say if this it out of a lack of interest or a lack of opportunity.
In Columbus, the largest employers of creatives are obvious, working for one of our major retailers or large ad agencies. Here, creatives make work for big pharma or food giants, like Coca-Cola. Is helping sell these products the best use of an artistic mind?
I must be careful here. It’s not my place say that people who work at these corporations are bad people. Times are tough and a job is a job. Many of these talented folks are my friends and colleagues.
I have observed, though, that many of these designers don’t seem to care or give thought to what they selling or the messages they are promoting. And if they do, it is news to me. The conversation needs to happen more in Columbus.
Those in the creative profession must realize they are as much responsible for the products they promote as the businesses who make them. More consideration should be given to the negative effects ads or products have on the environment and local economies, as well as the social harm that comes with only promoting one type of body image to girls and young women. How can Columbus harness all this creative power to do good?
From the How We Roll program for YayBikes! This campaign encouraged students to sign up for city tours where they learned how to navigate in traffic safely on bike. Design by Fulcrum Creatives.
Pro–bono (or “free”) work for nonprofits is not the answer either. Often times I’ve noticed free comes with a cost; it’s what we refer to as “faux bono.” Work that inevitably gets put off or not prioritized since it doesn’t pay the bills– and in a competitive industry with layoffs and a poor economy, free work just doesn’t pay. Yet at the same time, having an eye only on your bottom line is not sustainable in that big picture, big ideas kind of a way.
According to the IDEO human-centered design toolkit, “…design practitioners, students and educators – can design better solutions for the greater good: for people instead of clients, for change instead of consumption.” Fulcrum Creatives is helping, in part, pioneer this effort in Columbus. This is an effort that has been started in other parts of the country as well.
Here is a list of some innovative programs, business models, thought leaders and nonprofits who, by finding ways to raise the perceived value of design, are leveraging creative power toward a greater social purpose:
Seesaw Squad, Columbus, OH: A program of Fulcrum Creatives and a 1492 Fund semi-finalist, this innovative internship program connects bright, talented students with nonprofits in need. It is launching out of The Mindshop at Columbus College of Art and Design Summer of 2012.
Serve Marketing, Milwaukee, WI: The country’s only all-volunteer, nonprofit advertising agency, whose mission is to give under-served charitable causes a stronger voice in the community.
Camp Firebelly, Chicago IL: The next crop of socially-minded designers get the chance to use their talent and creativity to make a difference. For nine days, 10 campers live and work with Firebelly to craft a strategic design solution for a nonprofit client, from initial research to final implementation.
EPIC, Chicago, IL: Empowers creative people to make social change happen in Chicago. For their creative rallies —eight intense, fun weeks of collaboration— they pair hand-picked volunteers from the advertising and design industries with Chicago-based nonprofit clients dedicated to education, children and families.
The Living Principles for Design: Aim to guide purposeful action, celebrating and popularizing the efforts of those who use design thinking to create positive cultural change.
Andrew Shea’s book Designing for Social Change outlines processes and case studies of leveraging creativity for community good.
So what’s my big idea for Columbus? It’s more of a big vision. A vision of a utopian city where creative professionals and artists are employed to use their talents, skills and out-of-the-box thinking to solve social issues or create a greener city. A Columbus where creativity is valued as necessary way to make a culturally rich and lively place to live. Where we work hand in hand with city planners, nonprofit directors and business owners to make lasting change. Where investors recognize there is more than just the economy of money but there is a greater economy of community and culture. Where creative professionals are employed, to do good.
To learn more about Liz Samuelson, read her bio here.
To learn more about Fulcrum Creatives, visit www.fulcrumcreatives.com.
Love it. As a future city (urban) planner for (hopufully) Columbus, I will say that the creative class/culture is the “ace in the sleeve” for this city. We have dubbed ourselves the “Indie Arts Capital of the World”, but to be honest, I do not see it yet. There is much more work to be done. Perhaps the moniker came too soon, but it is something to work off of and can be used as inspiration for something greater. In the end, the way a city looks is just as important as the way it functions. City planners are, in my opinion, a part of the creative class. We must look inside the box, outside the box and snoop around other boxes to find the solutions and ideas that set streets, neighborhoods and cities apart from the rest. We are form and function for all.
So, do you guys currently work with city planners? How about city planning students? (me) I sure could use some material for my portfolio :) I like to think I’m a new breed of planner and I need more outlets for my ideas. You guys sound right my alley. I would love to discuss this issue further with any of you. Who knows. A cup of coffee is sometimes all it takes to conjure up the next great idea. Feel free to email me through CU if you’d like to chat further. Keep up the good work.
I’m also a planning student and I agree that the best of us are definitely creative class types, too.
I would still really like that city of design/design festival to happen… do we have any updates on that?
Nice article Liz. I concur! Send me your contact info. mbongiorno@designgroup.us.com. I need to send you a CBUS Ideabook!
@Asch – If you come to Pecha Kucha tomorrow night to find out more or you check out the Facebook page that just went live a couple of days ago. like it. http://www.facebook.com/cbusdw
An offical Design Week website will be forthcoming…maybe within the week. Right now we only have a splash page up: http://columbuscfad.org/designweek/
I will probably be shunned for saying this, but I hate the term ‘creative class’. I think this is an inherently human quality and akin to ‘language speaking’ in the circle that it encompasses. Hell, it is even more basic than that. Bringing design away from bean counters is a necessity because economical does not always equate to beautiful, but a design degree from OU is not a prerequisite. Visual communication is a very basic human trait, peeling the layers of a gothic cathedral will show that. Victor Hugo aside*, design is alive in common, everyday joes. The workers housing of places like German Village speaks for itself. A degree in design is not a utopian uplifter, but just the basics of human sentiment. The belief is that we can create the best livable space aside from the most profit earned,
*The book will kill the edifice.
Excellent. Love it, Liz.
“It’s not my place say that people who work at these corporations are bad people…..Times are tough and a job is a job.”
I may as well go out and start kicking kittens, since a job is a job after all.
“I have observed, though, that many of these designers don’t seem to care or give thought to what they selling or the messages they are promoting. And if they do, it is news to me.”
What do you know about what I, or many other designers, go through on a day to day basis at work? Perhaps without the presence of designers, those awful, terrible corporations might just be even *more* terrible. It would appear that you assume we all just blindly do what we’re told, never offering up any other options or defending the solutions we believe would be better – for everyone (company and consumer alike).
It’s admirable that you want to use your creative powers toward the greater good. But perhaps insulting the rest of us isn’t the way to get people on board.
I really enjoyed the humble tone of this piece.
It did come across as a bit patronizing.
I think the message is lost in some of the over the top tone. It seems more like they are talking at us than with us.
The facial expressions in the picture remind me of being called to the principal’s office as a kid ;)
I didn’t read any condescending/negative tone to it at all, but maybe that’s just because I know Liz and I can read this piece in her voice in my head, and understand the points that she is making in her way. Though I’m sure that design/creativity is something nearly impossible to advocate for improving without ruffling a few feathers along the way. This could just be a good example of “midwestern nice” clashing with something worded in an assertive voice.
Anyway, I see no problem with an aspirational call for improving upon a powerful asset that we have in Columbus. Great food for thought.
I get the whole creativity is undervalued thing, trust me I do, but do also understand the need for creative types to collaborate together and that the true value of such a relationship isn’t always monetary. I’ve been doing the whole blogging thing for years now, could make money with it if I were to sell my soul (so to speak), but have decided that what makes my site unique is that I do speak my mind, despite that being polarizing sometimes. Recently, when trying to get a feel for the cost of installing a new WordPress theme on my site (quite literally, 2 hours work, tops – and that’s pushing it. More likely 30 minutes considering I already had the theme and the only modification needed to be to one line of the sidebar template to allow for a different size banner). I was told by local designers that my budget of $500 for the project (mind you, in my best year before my illness I made less than $1200 from ad revenue *for the whole year*) was ridiculously low and they couldn’t dare take the job because it just wasn’t enough. And I got the impression that I was a cheapskate for suggesting they take a discount. Because of that, I’d love to support local creative businesses for this particular job but I just can’t afford to. I’m not suggesting they take the job for free (I can go with an online firm for 25% of that cost, who have a portfolio I can look at, and who feel comfortable with taking on a non-commercial client), and I thought I was being generous with my offer of $500.
My point being – I get that there is a value to creativity. I’d eventually like to make a career out of what I do out of pleasure. I hope that someday someone will see value in my work, and will price it accordingly. But I also believe in cutting fellow creatives (without big ad budgets, or a lot of discretionary income) a break. I think a lot of creatives complain about not being paid a fair value for their work, but I also think that they’re just pricing themselves out of their target market’s grasp in the first place.
Great piece.
When I lived in New York I was exposed to the Center for Urban Pedagogy – http://welcometocup.org/ – sounds like that’s what Fulcrum aspires to be. Great organization.
As for the tone, I too was rubbed the wrong way. I’ve grown weary of the endless aspirational calls and advocating, and in turn the inevitable back-patting (and little else) that follows.
Just do it already and lead by example. <<< You want to talk about what Columbus lacks, right there it is.
@jpizzow – Thank you for the compliment, yes lots of potential and lots of work to be done. Email me for coffee: liz@fulcrumcreatives.com
@buckette13 – This was meant to be an opinion piece and since I am a creative professional it’s of course easier for me to speak from that perspective. I agree with you that creativity is not something only a certain “class” can attain. There has been a lot of research and work that has been done around the idea of a creative class but I believe it is less about people being “creative” and more about a socio economic impact. Sure – a design degree is not a pre-requisite for “utopian uplift” nor do I think it is the only avenue. I do however, feel that my experience and degree have positioned me to better the world through the lens of design and for that I am grateful.
@jaynawallace – Oh no don’t kick kittens! In terms of what “do I know about what designers go through on a day to day basis?” – Well, quite frankly a lot. I freelanced for many years and have worked with a wide range of industries and clients in different parts of the country. It is my full time job. I own a design business. I admire anyone who – in a role such as yourself is able to suggest ways to offer up another option or defend your solutions. This is very important and certainly is a power you can internally wield. It’s not my intention to insult anyone but instead to be critical of our creative industry, and through this critique create a conversation about how it can be improved. If it upsets you that I find airbrushing models or selling people gadgets they don’t not the best use of a designers time, perhaps you should further examine the work you are doing and ask yourself why you take it so personally.
@columbusfoodie – Your concerns seem to be mostly with pricing and not even pricing of a designer but of a web developer. So not sure what to say about that except the going rate for a quality web developer is between 60-150$ / hr – and nothing ever takes “30 mins.” Design has become commodified in a certain respect but only from a tactical standpoint. Those who have been able to well articulate branding and design that is rooted in strategy or based on an ROI (and can prove it) will always hold high value in the market place.
@ScottUlrich – First let me clarify, I was asked by Walker to write a piece that is a “big ideas” envisioning piece for the city, hence the aspirational tone. Why are you so annoyed by aspiration? Secondly, I am confused as to how you missed the part where I talk about the work that we are currently doing in addition to others versus just aspiring to it. Not only are we facilitating programs like the Seesaw Squad and hosting events like Cause Collaborative we are developing communications on a daily basis that help our city with community development, environmental protection and social services. I too am for less talk and more action, totally get that. In Columbus though, it seems as if some of the “talk” doesn’t even exist yet. Lastly, thank you for the link – looks like really cool stuff and I am excited to learn more.