A conversation about spec work
The following article contains a conversation between graphic designer, Michael Laborde, and a potential design client. It gives an accurate portrayal of what some people wrongly expect from the design industry.
The first quote (below) contains Michael’s initial contact email.
I was looking over some job listings and saw that you need assistance with logo development. I would be interested in meeting and seeing what your needs are… I am one month away from graduating, and have experience both in the field, and through freelancing. I am in the process of redesigning my porfolio and website, but I am sending you some of my work in PDF format.
I look forward to hearing from you.
Regards.
Michael
The following response was given, with details about the spec project.
I met personally with several graphic designers on Monday. I am sorry if you were unable to make those interviews due to the short notice. I am attaching the task I gave to the designers and asking you to submit something if you would still like to be considered for future freelance work. The completed task is due via e-mail on Friday, by 5pm.
Our next need for graphic design is to have large vinyl prints attached to one of our company vehicles. A picture of a large box truck is attached. Use this strictly for orientation purposes.
I have attached some samples of the frog that will become our mascot. They are from iStockPhoto. Please don’t purchase them, I don’t care that they have a watermark at this point.
I’m looking for your design experience regarding placement and fonts. I do not have actual dimensions of the truck, since it is in service and being driven around — just know that it is a rectangle and the orientation is what is shown in the attached picture.
The items that need to be prominent are listed below. A truck rolling down the highway has three to five seconds for the reader to “get it”. That is, to understand what the company does — and a phone number or web address to be remembered.
Name: *************
Website: *************Goals:
- Have “*************” feature prominently on the vehicle
- Incorporate “****” because the whole name is the web site
- Use one of the frogs in the sample piece (depending on what picture we choose, we will then purchase it from iStockPhoto) or search the internet for a suitable picture you can use for the mock up.
Items that must appear on the vehicle wrap are:
- Phone number: *************
- Custom Green Builders
- LEED Certified
- New Construction – Renovations
- Commercial & Residential
- Fully Licensed & Insured
Incorporate these organizations we are part of (they can be small in comparison to everything else):
- NAHB (use logo)
- USGBC (use logo)
I look forward to seeing what you come up with. My partners and I will be choosing one designer based on the samples received.
E-mail designs to me by 5pm this Friday — Thanks!
Here follows Michael’s honest and calm response to Donna’s request for free design (spec work).
Hello Donna, Thank you for the information on the project you are working on.
Unfortunately, I am going to have to pass on it due to the fact you are offering the job based on speculation. Spec work is something I am personally against and find unprofessional. I apologize for any inconvenience and wish you all the luck in finding the right solution for your company.
Best.
Michael
Michael was absolutely right to refuse the request, and even apologised for taking up Donna’s time. A well handled reply.
UPDATE: 21 October 2008
Following your insightful comments, I would have worded the above reply differently, possibly prompting a less-defensive response (read this comment for more info).
Soon after, Donna sent the following retort.
Michael,
I appreciate you informing me about passing on the work. However, I have to respond to your comments. Unprofessional would be for me to ask for a high quality layout, with submissions being in an EPS file format and for the project to be to my exacting specifications and size requirements. That would enable me to use the “freebies” that everyone submitted and use them without paying anyone. I asked for a simple sample of everyone’s design work – and by giving everyone the same task, can compare “apples” to “apples” instead of looking at portfolios of work that may or may not be the designer’s actual work.
As for speculation, I manage to run a successful construction company that does $1.8 million dollars of revenue per year based on speculation. Every construction job I submit a proposal for is based on speculation. You might want to re-think your personal views before you enter the real workforce and are asked to put your talents on display for someone to speculate on you and hire you.
Thank You.
And Michael’s response…
Donna,
With all due respect, any time you are asking for free concepts, or things that take time to work on with no guaranteed compensation, not only is it spec work, it is unprofessional. I doubt you would do the same thing in your craft / skill-set under these sort of circumstances, and I wouldn’t expect you to as a creative entity.
However, what you had proposed is exactly what I expect a business to do and I understand why it is an attractive option to have multiple designers bidding on the same work, getting multiple original concepts, and then being able to negotiate for services. The sad part is that designers with poor business sense will take what you are offering because they aren’t knowledgeable about how to protect themselves and other designers.
For the record, I have been in the “real workforce”. I have held local / regional management positions in retail and marketing, and this is outside of many freelance jobs. I have my Associates degree and am finishing my Bachelors within a month. After that I intend to get my Masters as well. I intern at one of the larger ad agencies in Philadelphia. I have plenty of experience, and with that said, you know nothing about me personally or professionally.
As for that line about proposing based on speculation, I am sure you have a well catalogued portfolio of your work that you are more than happy to show prospective clients. I highly doubt your company would take any job proposed without proper compensation for time, materials, and intellectual output.
Cheers.
Donna never replied to Michael’s last email, but hopefully she at least considered his words. As a designer, you are fully entitled to adequate compensation prior to starting a design project — I personally request a 50% downpayment in most cases. You should not tolerate any requests for free design.
Michael’s design projects can be viewed in his portfolio, Formula 623.
Further spec work resources
- Don’t design on spec, Jeffrey Zeldman
- Why speculative work is unethical, Creative Latitude
- This week’s 4-letter word: SPEC, Be A Design Group
- Spec work arithmetic, UnderConsideration
- Spec work in the internet age, David Airey
- Spec work can damage your business, David Airey
Have your say
Have you had similar experiences with potential design clients? Perhaps you’re a design client who would like to share your take on spec work?
Related posts on David Airey dot com
63 appreciated comments to “A conversation about spec work”
What are your thoughts?
Simply fill in the form below. All comments are moderated so you may experience a short delay before yours appears. Comments should be respectful of other voices in the discussion, and I reserve the right to edit or delete comments at my discretion.
Please use your real name — keywords not accepted.
Hi David,
Another exceptional example of how spec work damages the design industry…
Michael’s replies were calm, precise and professional… a great example on how to handle clients wanting work done on a speculative basis.
I can’t help to think of the dentist example in the article “Why logo design does not cost $5.00″ which I believe was in one of your other spec articles?
Here is a scenario in another industry where SPEC work does NOT exist.
It is sad to see it happen every day in our industry… thanks for educating the masses once again.
Jacob Cass
Having created and run a consulting firm in a different industry for 25 years before entering the design field, I was originally stunned to find that the industry considered spec work unethical and unprofessional. I can certainly understand why spec work is undesirable for designers, and why it can significantly change the economics of the business in ways that are unfavorable for designers and may end up being unfavorable for clients, as well as sometimes resulting in an inferior product for the clients. But, having spent most of my career in a client-centric model, I don’t understand why an industry should dictate to clients how they should operate when they are choosing vendors. Trying to educate clients, yes, but going so far as dictating to them, no. So I can definitely see why spec work is undesirable, but I can’t see why it is unethical (except in cases where the client uses work from a spec process without adhering to the terms of the spec request). I’m not sure about the issue of whether it is “unprofessional” – if that means that it is not in the best interests of the profession, then I’d agree, but I don’t agree with the negative connotation of the term “unprofessional.”
As a side note, I wonder whether readers will consider the publication of the correspondence of BuildItGreen to Michael, which was clearly intended for the eyes of just one person, to have any unprofessional implications, unless permission was given by Donna to have her letter published.
I can see BOTH sides of this issue.
From the designer’s point of view, you’re “selling” your creativity and the practice is FRAUGHT with peril!
On the other side of the coin though is the client’s view. I one time hired a designer who had a magnificent portfolio. It wasn’t until the project was well under way that it became APPARENT that the work he claimed was not his own. If you’ve been in business any time at all, you’ve probably run into someone who claimed to be able to do things that they can’t!
Spec work is frequently the result of a lack of “trust” between the client and the designer. If you can view the request for specs through that “lens” then it might make it easier to deal with requests for spec work.
In my humble opinion, as a designer I also experience the way Michael does. Customer may have “rights” in their manner or matters, they expect a beauty work from us but they don’t know the concept or even behaviour of our work. In other words, we don’t ask them to be so creative but at least understand our commitment especially involving our speciality and perhaps the industry most recognise in the world that is design.
I feel of what Michael felt and understand on how professionalism can be absurd by a customers.
I think that the buyer may have been confused! Construction companies bid on projects before they begin. They don’t build the whole project, then compete with other companies for having the project paid for.
Excellent post.
I have gone through the same and I feel that Michael’s replies were professional.
I once accepted an offer from a client like this and he kept asking for more. After some time I had to stop. Now I am very careful in this regard and I also look forward to get some down payment before accepting the proposal.
Tacky. If she owns as 1.8 million business then she should realize how important a vehicle wrap would be to their image and invest the right amount of time find a good agency or independent designer to do it right. Asking for spec work is begging for the inexperienced talent that most likely won’t produce the high end design that should reflect a company at this level. Plus, she’s also relying on her own taste to pick the winner at the end. I believe part of hiring a professional designer/agency is relying on them to give the best impression of your business to the public through research and taste. Between the client and designer, the end product should be something the client can be proud of and something that is competitive in a world full of great design. Just because you run a successful construction company doesn’t mean you know what’s best for a vehicle wrap.
@Jacob, I think you’ve hit the nail on the head with your dentist example. I’m going to remember that one the next time I get asked to work on spec.
Made me chuckle too…
@kathy: Point taken on the ‘trust’ issue, that’s totally understandable.
But how does your average ’session’ with a doctor go?
How do you get to ‘trust’ the doctor? Medical certificate on the wall?
Does he pop previous patients from his cupboard as his portfolio? If so, how do you know he worked on the patients not some other doctor?
I can totally relate to the situation from a client’s perspective, but bottom line is nobody should work without being financial rewarded for their time and expertise!
I can perfectly identify myself with Michael and really admire the way he stood up for his talent in such an assertive yet very professional way. Unfortunately this scenario takes place pretty much everywhere and I have encountered it both here in Malta as well as when we are working for foreign clients – namely in America, England and Australia to mention just a few. I am not saying that all of the companies in these countries do that !
I think that the root of this problem is unfortunately coming from some designers themselves. Suprisingly still it comes from companies that offer design services and not just from freelancers. These people and companies provide these free work in a desperate attempt to get a project. I agree that sometimes they may do it unknowingly, without knowing their rights but more often than not they do it knowingly – as a desperate attempt to get the project. I think that as long as there is this supply, and as long as the mentality that some companies hold as design and intellectual property as being something frivolous, then unfortunately, Speculation work will continue to exist. It is all up to us to stand up for our talent.
Thanks a lot David for this excellent article. This is an essential subject in our field and the way you brought it up – through this typical, real case scenario truly deserves praise.
Thanks
Justin Mifsud
DotNetMushroom
A great topic to discuss. I can somewhat see both sides. I don’t do spec work and don’t agree with it. It undermines our work and the value of our time as designers. However, that being said, once for an job interview I did a design concept for a website as part of the interview process. I didn’t have much of a portfolio back in 2000 and was just starting out. I am horrendous at interviews and I felt I didn’t really showcase what I was capable of doing through the interview and portfolio review. I then asked if they would give me a chance to show them what I could do by giving me a brief and a deadline and I would deliver a home page concept to them. They agreed and I did the work. I got the job. Perhaps this was a special case (and it was for me), so I think I have to at least say there is some grey area to be considered.
“… instead of looking at portfolios of work that may or may not be the designer’s actual work.” – how insulting can you get? Respect to Michael for responding to the request in a calm way.
I think designers need to stick up for themselves from time to time. Michael was right to say what he said especially as Donna was rude about the portfolio work possibly not belonging to a designer. People often seem to think that because something material has not been constructed in the design process that it carries less worth, but it is the intellectual process that should have more value during the design process as without the ideas there is nothing really to build from. I am going to go and have a cup of green tea now just to calm myself down! :) Thanks for the post.
I worked in the construction industry for a 100 million dollar General Contracting firm and I find her comments incredible. The industry is not speculative based, it’s based on bids PRIOR to work being completed. Also, we research the companies bidding on work and look up their backgrounds long before signing any contracts.
What she is asking would be like asking for a tile company on a specific job:
Please tile a area that is 10′ x 15′ with different size tiles and stained grout.
Must be waterproof, and guaranteed for 10 years. designs and circle patterns a plus, but not to many. Make it colorful but not to colorful. Use many different types of tile because we would like to see our total options, also include the pricing of these tiles.
Must be to code, but we dont know the codes.
must be in by friday at 5:00. We will decide in 3 weeks. there is 5 other bidders.
It doesnt work that way in construction, and it doesnt in design.
@Kathy: Just as construction I think any contract should have a stipulation on quality and workmanship. In construction contracts it is generally stated that work must be “of professional quality” and this can/has been judged in a court of law. I encourage any client to write contracts in this manner. Also I think that is what a quality portfolio is for, as well as giving clients referrals.
Right now I’m re-building my portfolio and I can see why spec work would attract designers, but instead of working my ass of for nothing I have found things to take my work and build my portfolio such as my own blog, design contests, art departments for open source software, non profits, and other creative people willing to collaborate.
A very calm, reasonable response from Michael there – think I would have been less than polite!
Interesting post. Personally I’m against spec work and the response from Michael was professional, polite and calm. However spec work isn’t going to go away EVER, there are to many designers/developers that need work and are willing to undertake spec work.
Educating designers and clients is a good way to go but I doubt it will ever put an end to spec work. There is just to many designers around, good and bad, who will always happily turn to spec work. You just have to look at the popularity of all these “logo” design competition websites and such like.
As a relatively inexperienced designer, I truly appreciate bringing a discussion like this to the forefront. There is much insight to be gained through this dialogue, and I can see and learn from both sides of the issue.
Overall, I myself would have to side with Michael. It is unreasonable to expect a concept for free, no matter what, because if no contract is signed, there is nothing to stop the client from taking your free client to someone else to be completed, or to simply re-purpose the design herself. I have seen that happen in college – we were asked to design ads for a client as a project with a promise of them picking a winner – but they ultimately said “thanks but no thanks” to everyone, only to take our concepts and do it themselves without credit. Shameful.
But I have to say Michael’s use of the term “unprofessional” probably wasn’t the right word to use. It’s true in the construction industry that RFP (Request for Proposals) are all too common, and require extensive work without any guarantee of getting the job. But it’s a different industry with different requirements, and it is not fair to compare Donna’s idea of Spec work to Michael’s.
Thanks again for bringing this up.
It’s interesting to hear so many counter-arguments. I would have thought everyone would have been behind the point of this article, but obviously not!
I do disagree with spec work, when freelancing I have been screwed over several times by clients who have requested free designs up front and then disappeared, therefore I point blank refuse to do it anymore.
But I can see the other side of the argument as well, like Victoria Pickering noted. But to be honest, that’s still ridiculous. Which is why David Airey, myself and surely many other designers ask for 50% before and after. This helps to reassure both parties involved.
An article I read recently that disgusts me about people’s false perceptions of freelancers:
http://watshit.com/make-or-break-your-online-businesses/
Thanks David, enlightening article.
I had potential client request spec work as part of a project bid last week (for a website), I declined (not because I am vehemently opposed to spec work, unlike most of the responses here I think spec projects can be extremely appropriate at times, but because I didn’t feel it was appropriate for that particular project, and I didn’t want the project that badly) and the potential client countered by requesting a mockup for a reduced price (about 1/3 of the regular price) with the understanding that no changes/revisions would be made unless they paid the difference to bring it up to the full quote for the project. That seemed reasonable enough to me so after a little negotiating on the price I accepted.
I actually see more and more logo design companies responding to spec work by having “pay $100 for initial concepts – balance due if you like them” packages (I’ve seen one that was as low as $29 to start) which may be a good compromise for nervous clients, although it is not a business model I intend on adopting any time in the near future – especially when it comes to logo design.
Just a thought.
Nathan: I just read that (ironically-named) watshit article and I’m teeth-grindingly appalled!
Agreed.
I had a client who spent 6 months of my time, meeting EVERY Sunday and we never got beyond sketches. I eventually had to stop. The next freelance client I got wanted spec because he had tried paying artists already and wasn’t happy. I directed him to my website and told him flat out I don’t do spec. Big surprise, I never heard from the guy again. I read a blurb once that there are 10 times more surgeons in the US than graphic artists, so a speculative standard like that only degrades the level of our work.
Go art!
Hmm… I see both sides here (having worked both client and agency side). At the end of the day though, this was a business negotiation. In any negotiation between two parties, there are only ever four possible outcomes:-
1. ‘Win Win’
2. ‘Win Lose’
3. ‘Lose Win’
4. ‘Lose Lose’
To me, the scenario described above was the last of those four outcomes. Micheal did not get the work (and possibly lost a good potential client on the way) and Donna may have lost a design which was far superior to the others, as well as a long term relationship with a strong creative.
Yes, Donna’s tone was patronising (probably assuming Michael was inexperienced) but I also agree with Mark Barilla’s comments. I think Michael’s mistake was to use the term ‘unprofessional’ which seemed to strike a raw nerve. Also, Michael was already ‘on the back foot’ as the other designers had met the client, and he had not.
I’m probably alone in this here, but I personally feel that the client is perfectly entitled to ask designers to speculate, and the designer is perfectly entitled to refuse. Walking away from one piece of spec work might be good in the short term, but it could mean losing big business in the longer term.
Don’t get me wrong, I’m not supporting spec work… I’m simply proposing that in some instances it might be worth the while.
Regardless of how he feels about spec work, I think he handled his first response a little poorly. It had a calm tone, but the line “Spec work is something I am personally against and find unprofessional” is harsh and worded very poorly.
He may not have known it at the time, but that person was still a potential client, and you never want to call a potential client unprofessional (or in this case, their practices unprofessional). That line was what sparked the angry response.
Perhaps he could had replaced that with “It would be unprofessional of me to do any work without a guarantee for compensation.” It would have let her know exactly why he is against spec work, and even hinted that the designers who are actually agreeing to the work are practicing unprofessional behaviors.
He probably still wouldn’t have gotten the job, but it might have made her think without having to go through the angry exchange.
I work in corporate America as an in-house designer. One thing I learned recently that really surprised me is that tradeshow booth design companies work for spec and it is considered the way things are done. I couldn’t believe it! They do 3D mockups—of course they don’t build the booths until they get the contract—but still, that takes time, effort and creativity and that should be compensated. I appreciate that, at least at my work, we don’t discuss the designs of the any bidding company with another company, even if there is just one little thing we like about this booth, but want it on that booth. I know how easily that could happen, though.
@Victoria, I don’t think that we are trying to dictate what clients should or shouldn’t do, we are establishing what we as designers will or won’t do and the client can either accept that or go elsewhere. I think it was absolutely wrong of “Donna” to tell Michael that he was wrong in declining spec work. She had no right, just as designers don’t have a right to tell clients what to do; each party can only determine what s/he will do. And I don’t recall seeing the name of the “client” company anywhere…
@Kathy, I think you’re right, it is a trust issue on the side of the client and it’s so unfortunate that you had a bad experience with that designer. But does that mean that you now treat all designers the same way? One bad apple ruins the whole bushel? That designer was unethical, no doubt about it. But from the designer’s view, there are clients who are unethical, too, and take even low res spec work and give it to a production artist to produce a high quality output. I’ve been asked to do that before (adjust design created by a freelancer because I work in-house and am essentially “free”) and I refused until proper disclosure and subsequent release was obtained from the original designer.
Viola’s comment
sums it up quite nicely. Well said. And that leaves it open for the client to do as s/he wishes, no dictating.
@Dennis, thank you for a good laugh and a great example with the tile “spec”! Perhaps it’s a little over the top, but not by much I think :)
This debate will always bring a heated discussion, no? I’m pleased to see there is no rudeness going on though, only a sharing of opposing viewpoints. That helps us all expand our understanding. Thanks for the space to do so, David.
I have to take both sides as I have been on both sides. I no doubt think Donna’s response was more unprofessional than the way that Michael responded. She falls right into the category of someone I wouldn’t work with whether they paid me or not. I’m not sure if I would have been able to hold back as he did. I don’t think spec work is equal to working for the devil as it seems the majority thinks. It all depends on the circumstances. I ask for 50% upfront on every project and won’t take spec work from someone I don’t know. I also agree that people aren’t aware of what goes into a project before the computer is even turned on. Let me give you a recent scenario …
First off, for the most part, I won’t even work for friends on a spec basis. It’s not like they are doing free work for me and I think the dentist example is spot on! I loved that. However, I have a few friends who have been recently laid off (economy not so good here in the West) and are looking to me for help in developing a website to help promote a few ventures. They don’t have the capital to pay me and when I offered to help out I had to squeeze their arms to have them accept letting me work on this voluntarily. I’m starting out on the web side so I benefit by building a portfolio of sites. If I get nothing out of it in the long run I don’t feel I am losing. I helped someone out in need and that’s that.
Daniel
I had to laugh when I read this article. It always amazes me when people do what Donna did. I usually respond with variations of the following … ‘Now if you go to the grocery store and walk up to the check out lane with a bunch of groceries do you ask the clerk if you can take the food home first and see if you like it before you pay for it?’
Or nowadays I simply refer people to one of my blog posts – Can You Make Me A Free Graphic? That usually shuts them up in a hurry.
Kudos to Michael for standing up for not only himself but his profession. As a freelancer who has dealt with some truly horrible client experiences I can attest to the fact that offering yourself up for anything less than what you are worth makes you nothing but a (excuse the expression) design whore.
This question is not only about money but how you perceive the work that you produce. Do you believe your work is worth something? Not only to potential clients, but to yourself as a designer? Let the world know that you mean business. Take a stand and don’t accept anything less. Sure you may have clients turn away, but know that those who do are not the kind of people you want as clients in the first place.
Congrats to Michael for both standing his ground, and patiently explaining his reasons behind doing so!
I don’t think we can necessarily blame Donna for the request though. The sad fact is that there are a large number of people who are willing to do spec work, and as a result, it’s very easy for a potential client to get the feeling that asking for spec work is a perfectly natural thing to do.
The only way to change this state of mind is by doing precisely what Michael did…refuse to do the work in a polite way, and be patient and willing to explain why without getting defensive.
From reading the comments, I understand that there is overwhelming support for Michael’s position. I didn’t object to Michael’s basic position against doing spec work, but:
1. I was primarily objecting to Michael’s use of the term “unprofessional” in his two replies to Donna. I think that it is completely appropriate to try to educate clients about why spec work might not be in their best interests, or to turn down spec work as a design firm policy. But going so far as to call a company’s request “unprofessional” is, I think, not reasonable and not an effective way to educate client companies.
2. I was pointing out that, based on my experience in other fields, it is not unusual that consultants provide material that is analogous to spec work or takes the same level of effort as spec work, and so I was originally surprised that this was the norm in the design field. And since it is not the norm in all professions, I think that it is unrealistic for clients to know this and therefore they should be told about it in a careful way to gain their understanding, not told they have made an “unprofessional” request.
3. In the original blog post, the company details were revealed – and I thought that exposing the letters and details from the company was not appropriate without their express permission. After it was originally published, the blog post has now been modified to put asterisks instead of details, so I would have had no objection had that been done in the original blog post.
As a designer I also wouldn’t like to do spec work personally, but I am working now as a designer in Mccann Erickson (Israel), and when we bid for new clients we sure pitch alot of concepts and show them examples for ads, billboards and so on. Isn’t that a spek work ?
And it seems to be normal within big agencies..
So maybe as a freelancer its not profitable to work for free, but as for million of dollars accounts it seems to be worthwhile.. and I hear its quite normal in the architecture industry as well, they have to bring a model for the bidding with their concept, so that can be considered spec as well..
First off, thanks very much for everyone’s valued comments, on both sides of the debate. Second, please accept my apologies for originally showing the ’spec project’ web address within the blog post. I should have published the post after removing this detail. The un-edited conversation included Donna’s telephone number and email address. Whilst I deleted these, I didn’t think to remove the web address to be used in the spec project.
Thank you, Victoria, for picking up on that point, and particular apologies to Lauren, as I should’ve indicated within the post that it was updated following Victoria’s comment.
Jacob,
Yep, I mention the dentist example in one of the ‘further spec work resources’ links above (the last one). I edited your comment as per your request, and you’re very welcome for this post. Off-topic, I just found out from Asgeir that you’re both doing the same university course. Small world!
Victoria,
As Lauren says (quoted below), the point of spec work discussions isn’t about designers dictating to clients, but educating designers about the perils of such working practices. At the end of the day, the client will make their own mind up, but it’s important designers know what they’re getting into when working on spec.
Kathy,
I can also see both sides of the coin. If a client thinks they can receive free design, why wouldn’t they ask for it? With that said, if more designers place the proper value on their time and expertise, less potential clients would expect a free service.
Sorry to learn of your poor experience when hiring a designer. Anyone who claims a portfolio they haven’t designed isn’t worth the time of day, and it’s a shame you came into contact with such a person.
Dan,
Exactly.
Viola,
You also add a particularly relevant comment, which I’ve quoted below.
Justin,
I agree how the root of the problem concerns designers, and their practices. Hence the reason for discussing the topic from time to time. I don’t think there’s enough talk about spec work in the industry.
Lorissa,
As you didn’t have a portfolio, it makes it much harder to build that trust potential clients need before making a downpayment. For that reason, I can understand why you proposed creating something for nothing.
Dennis,
Thanks for adding your construction company scenario. Your comment about working for non-profits is a good one, and if you need to build your portfolio, I’d definitely advise contacting local non-profits. That way, you forge professional relationships with local business people, at the same time helping a good cause.
Mark,
Logo design contest sites are proving very popular nowadays, and like you, I don’t think spec work will go away. It does make sense to discuss it though, and bring the pros and cons to light for aspiring designers.
Mark Barilla,
Yes, I think Michael could have worded his response more appropriately, so Donna wouldn’t have gone on such a defensive. Anna makes a great suggestion (below).
Instead of saying, “Spec work is something I am personally against and find unprofessional.” It would’ve been better to say…
Thanks for that, Anna (and FizzyPopMan). I agree.
Nathan,
It is interesting to read the counter-arguments, and thanks for the link. Quite an appropriately named blog, I’m sure you agree.
George,
I’m glad you don’t anticipate using the business model suggested in your comment. Anyone who can begin a design project for $29 certainly isn’t looking for the type of client I am.
Lauren,
There always seems to be strong opinions about spec, and everyone’s comments are interesting to read. Sorry again about not showing I’d updated the blog post, and you’re more than welcome for providing the space to dicuss this issue. Thanks for stopping over.
Daniel,
You seem to have some great friends if they were near adamant they pay you for your services. On top of that, it’s admirable you’re so willing to help them. I hope the projects work out well for you all.
Doug,
This is absolutely about how designers perceive their work. Spot on. Designers have the right to be paid for their work, and paid in advance based upon the trust gained through communications / testimonials / portfolios etc.
Tim,
Yes, we can’t put any blame upon Donna’s request, because there are designers who believe working on spec is the norm. I agree.
Victoria,
Thanks for returning to address the follow-up comments. I’m with you on the use of ‘unprofessional’, and as mentioned earlier in my comment, Anna suggested a great alternative.
Ran,
Good of you to offer your experience from a large agency standpoint. Personally, I have no experience working at such a firm (though I have worked with them). Your point would make for an interesting topic in itself, “What proportion of design agencies work on spec?”
Again, thanks very much for everyone’s valued comments, and sorry I can’t address each one individually (meeboo, Nimble, Dave, Mokokoma, bubble and Richard). Excellent debate.
David,
Yeah we have been doing the Uni course together for 2 years now. How did you find out about that? Thanks for the edit, I noticed you did it before you replied here.
I went for a graphic design job interview at a Cardiff agency where I spent about 45 minutes in the interview only to be told to come back on Monday to do some ’spec’ work with some other candidates (unpaid) for half a day and then they would choose their favourite person to ‘win’ the job!
This was probably a paid job for the agency and they were getting ideas for free…without necessarily hiring anyone at all!
So that would have been a half day of my unpaid time to do work that ‘might’ have got me a job with the company. I told them to get stuffed…politely.
Jacob,
I used to read Asgeir’s ‘Journale’, before he changed his site to an Exhibit folio. He recently asked if I knew of any decent Sydney-based agencies, and when I mentioned asking you, he said you were on the same course, and that he’d already asked for your advice. You’re welcome for the edit.
Nicole,
Sounds like an unreasonable request to me, and I’m glad you kept the response polite.
Ah, Spec work!
First off, I must say that his initial response WAS unprofessional. It was destined to be taken as a personal affront ( calling them unprofessional) and did not only himself but unknown others a disservice. His email will be quoted anecdotaly for years as an example of “those designers and their attitude”
What is Spec work?
I sent in a resume and after an initial phone screen, was asked to come in for an interview… 120 MILES AWAY!!
With gas @ 3.40/gallon at the time and my cars mileage, it was 2 hours and $40 EACH WAY.
Another job application in the same city, sent me a programming scenario and software specification. My job: Develop a .NET mini-site to those specs, and be prepared in the follow up interview with the team, justify and explain my design choices and also show how it can be modified to meet a new requirement that could come up in the interview!
Both interviews were on SEPARATE DAYS.
All in all, 2 full days of driving (which I hate) and $169 worth of gas, plus time away from current free-lance projects (which I really could not make up at night as all that driving got me tired/pissed -did I mention the $80 speeding ticket??)
Suffice it to say, I was offered BOTH positions and was able to pick and choose, the latter paying $60/hr, 40-45 hours a week for 9 months.
The guy was whining like a little pussy – instead of spitting in the guys face and telling the prospective customer “how unprofessional” he is, he could have used it as a GOLDEN OPPORTUNITY to SELL HIMSELF (while still, if necessary, declining the work :( )
Something like: “Our relationship needs more than a casual response. Throwing it out to too many designers, without being able to spend enough of your valuable time, communicating YOUR needs and YOUR desires, leaves too much important things to chance. If it’s worth doing at all, it’s worth doing RIGHT – if we dont have enough time to do it right, how will we have time to DO IT OVER!?
I understand your interest in getting the ideas out, but in a way, good design is like toilet plumbing – you dont want a couple of “almost good enough jobs” and cleaning up a mess is no fun for anyone!
The exclusivity of a one and one relationship is tested and sure to give quality results because the key, important part of the relationship COMMUNICATION is addressed right from the beginning!
I believe that your company and mine, working together as a collaborative team, can provide far superior results than those of a prospective wannabee, tossing up a scratched together design!
Please allow me to meet with you, and to impress.
Payment: Payment can be placed in escrow or some kind of facility that allows comfort for the client in handing over their hard earned cash.
NOTE: Anybody can put together a “portfolio” by doing a FILE SAVE WEBPAGE AS on a bunch of sites and having their friends be ready to answer the phone as “references”. YOU MUST have your prospective designer do SOMETHING that is totally unique for YOU as a tentative measure of guaranteeing their work.
I don’t get how you people feel Michael’s response was “unprofessional”. There was nothing unprofessional about it. Unprofessional would be, “Hey, lady, get a life. I don’t work for free.”
It is unprofessional (and rude) to contact a designer and have the balls to ask for something free (or speculative, in this case). And why in the world would you want to sell yourself to someone like that in the first place? Now that would not only be unprofessional but totally demeaning (to yourself and your profession).
Hey David… any chance of a free sample logo for my website? ;)
I agree with Victoria, Anna (and FizzyPopMan), and others with similar opinions who have posted above with regards to Michael’s “unprofessional” response.
@Doug C, keep in mind Michael initiated the contact, not Donna. I agree that, in this case, Michael was right to decline involvement in the requested spec work. However, instead of simply not responding, or using more polite wordings, to Donna’s response to Michael’s interest in the job, he decided to voice his opinion of the client’s request for spec work as “unprofessional”. Had Donna been the one to send the initial email asking Michael if he were interested in a position and then ask for spec work, I think Michael’s comment would be a little more appropriate, but he did email her looking for work. If he didn’t like her response, he should just never have replied. I sure would never call up a business offering my services to them and then call them unprofessional if I did not like their response. That just does not make sense to me.
@David, was permission given by Donna to post her email publicly? I am not versed on whether such a publication by law requires permission from both parties, or only one, but either way, I find it a little disappointing to see a private email discussion that, as Victoria has mentioned, was most likely intended for only the eyes of Michael, posted on a public blog. Yes, her contact details are now hidden, but if I were in her shoes and found a personal email I wrote posted publicly without my say-so, I definitely would be fairly irate about it. If, in fact, she has given permission, then my apologizes for my comments. I understand the post is not intended to defame anyone’s character, but instead to debate the issue of spec work, but maybe a little more careful consideration could have been used in determining whether to use an actual person’s email or not for such a discussion.
“I am one month away from graduating, and have experience both in the field, and through freelancing. I am in the process of redesigning my porfolio and website, but I am sending you some of my work in PDF format.”
LMAO
Not even out of college, dont even have a website, in college you do sh*t loads of homework for free and you send the guy a PDF file, so he cant even tell if the stuff you DO DO is semantic or crossbrowser or even yours! (yeah, one guy showed me his ‘portfolio’ and I noticed another guys copyright in the CSS comments.
He’s barely qualified, still in college, “redesigning portfolio/website” my ass – redesigning would imply he had one to begin with. This post is hardly about “spec” work, it’s about professionalism and how to turn down jobs gracefully.
Either way doesn’t make a difference – the main point here is that spec work is “unprofessional”.
DougC said…”Either way doesn’t make a difference – the main point here is that spec work is “unprofessional”.”
No Doug, not only is the premise false (All “spec’ work is NOT unprofessional”) the REAL point is, how do we deal with unprofessional overtures from clients and prospective clients!
We cant respond with holier than tho rejections and platitudes but look instead for new directions and attitudes! (alright, that was my Jesse Jackson moment – sue me!)
Work is Work is Work. ALL Work carries risk. Doing “spec work” for a client (in the hopes of landing a big contract) is not as bad as LANDING THE BIG CONTRACT WITHOUT A PROPER SCOPE OF WORK, TIMELINE OF DELIVERABLES AND PAYMENT/ARBITRATION PROCEDURES IN PLACE!
How is spending 4 hours to do a logo mockup much difference or worse than spending 15 unbillable hours preparing for and doing a one and one pitch?
Dont you realize that your protests (without a well argued and reasonable counter proprosition and attitude AND PERCEPTION OF SUPERIOR VALUE TO BE GAINED) can be dismissed as the whining of prima-donnas?
The undeniable fact is that “Spec work” or more accurately “Speculative Work” is not a black or white issue but a sliding scale, infinitely variable from white,grey to black.
At one end is a client who ‘needs to see what you can do’ (vs what you’ve already done) and a manipulative,exploitative bastard who wants to tease you with an extended carrot on a stick that you pedal the hamster wheel in vain to reach!
By automatically casting clients as the latter you do both yourselves and the industry a disservice.
Another thing to consider is FREE work separate and apart from speculative work. Other than the ‘feel good glow’ from doing work for a non-profit (who oft non-the-less rake in huge sums) is one any more evil than the other?
(except that it may be hard to put in your portfolio: here is work I spent 30 hours on – I never got paid, the client never chose it…but ended up with an end product that look just different enough from what I did to avoid paying? lol)
Trust me guys -been there done that.
But the key here is atitudes
I personally don’t agree to spec work because it can become a problem with clients thinking that is going to be the norm and also for the reasons everyone has already said.
I think the bigger problem is that most designers don’t know how to turn down a client asking for spec work because of the fear of losing a possible client or job. Thus most companies then think that they should be able to ask all designers for it since they aren’t turned down for it.
I head an art department for a company and we try to handle a lot of our designing needs in house, but sometimes we will outsource things because we don’t have the time to do the project or we couldn’t handle the project in house, like a TV commerical. Many times when we met with agencies to talk about projects they came back in a few days with mock ups or comps that show their ideas on the project. We never ask for these they just do it, which I’ve always found interesting. I don’t know if they, the agencies, consider that spec work or them just trying to win a new account. It may work for them but I don’t think it’s a great idea because it tells clients they will see something up front before anything is agreed to.
this is a great discussion… thanks for this David.
bids on specs are commonplace within the engineering industry. personally, i don’t think that construction companies even do it that way as you can’t possibly come up with mockups within the construction industry.
the way she is doing it is more suited towards a systems engineering/ software solution type business i.e. company invites vendors to bid, vendor/ manufacturers submit their bid with a proposed solutions, company then does interviews and chooses the proposed solution.
i have to say that (with the above model) you may put in a substantial amount of work to come up with the proposed solution without compensation but the bid is normally for something that is of a significant return i.e. in the millions of dollars range. i’ve been involved in a number of those bids, being in that business myself. those companies sometimes are prepared to put in the initial work without compensation with hope of a long term big return.
that model doesn’t apply within the design industry though … so her saying she works for a construction company just shows her naivity in doing business — think she was on the defensive when she said that. you cannot just take a model that works in one industry and apply it to another without a little modification.
saying that, if the end *reward* was worth millions of dollars — would you do it? what if nike, coca cola or shell asked you to do it?
didn’t mel gibson’s character work his but off to come up with a mock design advertisement for nike in the movie “What women want” without initial compensation but there was that promise of instant riches at the end if they actually got the contract? Or is that not indicitive of how a marketing design firm works. Just wondering…
i also remember architect firms doing exactly this to submit their designs for the new design of the NYC World Trade Centre. I am not sure they worked on spec but i know they did significant work on coming up with models, structure analysis, aesthetics etc… hours and hours of work surely without compensation. however, they knew that if they were within the last 20 or so final designers, that would translate into $$$ and recognition… and if they were chosen, that would be instant payback a thousand fold.
AIGA has a sample letter that they encourage designers to use when approached with spec work. It can be downloaded here: http://www.aiga.org/content.cfm/position-spec-work. I have taken the letter and edited it to my liking and politely respond with it to those requesting spec work.
Just want to say thank you James for that great resource, bookmarked for the next spec work request.
Jacob
John, Doug,
Thanks for your continued thoughts on the debate. Always interesting when differing opinions are expressed.
David,
Just the one free sample? I’ll send you five!
Erik,
A very good point, and much of the reason why I like to highlight the spec issue from time to time.
Mel,
You’re very welcome, and thanks for your take on the matter. I’m also wondering how large design / marketing agencies deal with speculative proposals. Perhaps some of the iconic logo designers can help in that respect.
James,
Thanks for linking to the AIGA resource. It raises some important points, and like you, I’d also tailor it before use.
This is quite possibly one of the better discussions I’ve read on the subject of spec work. When I first entered the field, and was desperate for any sort of client leads, I fell victim to working on a speculative basis a number of times. The experience left me both despondent and feeling that I should possibly forgo this as a career choice. And then, another designer, who works for a corporation, informed me about the AIGA website and their stance on spec work. And, I have to say, that it went a long way in refortifying my dwindling confidence that I did not have to work in this fashion as a FREELANCE designer.
Secondly, as mentioned in earlier comments, I agree with 90% of the designers initial response. When perspective clients contact me with spec work, I am polite, yet firm, in my response. The only thing I will disagree with is calling the perspective client “unprofessional”. I found that to be a personal attack and should have no place in a business dialog.
I have a question, though. Is it true that large graphic design firms will bid on work in a spec manner creating fleshed out designs for perspective clients? Just wondering.
I think the “doing work for free” thing is always going to be a debate in any industry, whether spec work is commonplace or not. I can see both sides of the issue.
On one hand, I personally don’t have time to do work for free, but I don’t find it unprofessional or unethical for someone to ask you to “prove you can do what you say you can do” either.
As mentioned already, I do think Michael was a bit unprofessional and I’m not surprised that Donna responded the way she did because his declining message was passive aggressively rude.
It’s unprofessional to feel the need to “prove a point” to a client about your personal views or behave as if it’s your job to “educate” them by giving them your opinion in hopes that they’ll “think twice next time”.
One designer is not representative of all designers. I’ve noticed that in creative industries, artists expect all of their fellow artists to behave as if they all belong to a union and that they should all have the same limitations and standards in order to create a standard for all of them.
While the concept is admirable, at the end of the day, you’re not all in a union and it’s not anyone’s place to speak on behalf of everyone else in their “field” by “educating” clients according to their personal opinion. Until artists accept that, you’ll always struggle with the “If you’d just do xyz, we’d all be fine” mentality.
If it’s not set in stone by law, you can’t expect other designers nor clients to follow a particular protocol just because that’s what you’d prefer. Therefore, we should spend more time trying to have rules and regulations legally put in place and less time trying to tell clients and fellow artists what they should or shouldn’t be doing as individuals.
His message would have been fine if written like this…
“Hello Donna, Thank you for the information on the project you are working on.
Unfortunately, I am going to have to pass on it due to the fact I personally don’t do spec work. I apologize for any inconvenience and wish you all the luck in finding the right solution for your company.”
That would have been the professional response. Correspondence with a client shouldn’t be treated like a soap box. If you want to comment on what you’re “against” and what you think is “unprofessional”, do it on a message board or a blog or publish an article. Leave it out of your communications with clients and other professionals.
That being said, when someone is looking to hire you for anything that involves any measure of subjectivity or creativity, there are two questions they need answered.
1) Can you produce the quality of results they want?
2) Can you do it while following the guidelines they set forth?
Showing a portfolio of previous work can answer the first, but only spec work can definitively answer the second. You may be a wonderful designer. That doesn’t mean you’re good at designing within a client’s given set of parameters and that’s just as important as whether or not you can design at all.
Custom samples are very common in publishing. Let’s say you want to write a column for a magazine. Sure, they’ll ask for previous work just to see the overall quality of your work and the caliber of the clients you’ve worked for, but it’s more important to them that you show them RELEVANT work – work that illustrates you know how to write for a magazine of their type.
Once they determined that you know how to write about relevant subject matter, they still need to know whether or not you can write according to THEIR style and appeal to THEIR readership and THEIR editor’s guidelines, so they may very well ask you (and often do) to write an article specifically for them.
It’s not unprofessional at all. They want to be sure that they aren’t going to be wasting their time or money on you. Some writers decline and say, “I’m not going to write an article for free”. Some writers don’t mind it. There’s no right or wrong.
The only thing that’s unethical would be if they stole your work, but issues like that aren’t limited to free work. Your work can be misused or misrepresented even if you were paid for it. That’s a chance you as an individual have the right to take or not.
Someone also brought up the important issue concerning who the client is and whether or not you make exceptions. Would you do spec work for some unknown company that may or may not be a scam? Probably not. Would you do spec work for a big name like Nike? Would you do spec work if you were promised that if chosen your work and name would be featured in a hollywood film? Would you do spec work if you were guaranteed a million bucks if chosen for the project?
For many designers, the answer would be an emphatic, “Hell yes!”, so the issue obviously isn’t that spec work in and of itself is “unprofessional and unethical”. The issue is that you don’t want to work for free IF IT ISN’T WORTH IT. Since being “worth it” is a relative concept, spec work shouldn’t be treated as if it isn’t relative as well.
You also have to remember that being paid for time and effort are very abstract notions. How can you place a figure on what someone’s time and effort are worth and then think that everyone will be happy with that figure all across the board?
People in general are used to paying for something according to what something is “worth” and their concept of what something is worth is based on the tangible – what it physically costs. Creative people often forget that we’re asking clients to pay for something that may not have any tangible expense on our end at all other than what we come up with in our own minds and that’s often difficult for clients to process.
Say they ask you to write something that will take an hour. In their minds, there’s still a part of them that thinks the way the average person thinks. “I shouldn’t have to pay you much if at all for you to write something. It’s not like it’s costing you anything to do it. You’re just typing.”
In YOUR mind, however, the fact that typing isn’t costing you any money doesn’t change the fact that you place a monetary value on your TIME. The same goes for design. Many people/clients think, “Hey, all you’re doing is using software you already own to do this thing and email it to me. Why would I pay you hundreds of bucks just to whip up a little sketch or something? It doesn’t cost you hundreds of bucks to do it, does it? You just think your time is worth that much and I personally don’t.”
People are always more hesitant to pay for something when the cost of what goes into it reflected in something physical. They downplay the fact that whether or not you’re paying for materials, you’re still spending time doing something for free when you could be spending it on doing something for pay, which means that it is indirectly “costing” you.
This is why the analogy of things like the dentist or construction don’t really jive. These are things that actually require the use of materials and a part of the cost is based on the use of those materials, so it would not be financially wise to do things like that for free.
If I only have enough plaster to build one bust, I can’t use it building a sample of a bust for someone for free and they would understand that because it’s common sense that my plaster needs to be paid for, but if they wanted me to sketch one out on a piece of paper for free, they’d be a little more hardpressed to understand why it’s such a big deal.
The dental analogy also doesn’t jive unless it’s cosmetic work. As I mentioned, knowing that you can work within a client’s guidelines and therefore spec work is important when the project requires a degree of creativity/subjectivity.
A good dentist doesn’t need to work on you specifically to prove that they do good work because dental work isn’t creative. It’s medical, it’s scientific. A root canal is a root canal and teeth are teeth. If they’ve done 500 successful root canals, you’ll be fine.
If, however, the work is cosmetic, then there is a level of creativity required and their ability to do what you subjectively want as the client becomes important. However, again, there are several reasons why they reasonably couldn’t do it for free. One, the issue of materials again and two, it’s medical. There are insurance matters to worry about, health matters to worry about.
It’s a cute parallel to make a point, but it would probably just prompt someone to send you a ridiculously detailed rebuttal lol
I think the best thing that an individual designer can do is make it clear why your rates are what they are and why you won’t work for free – not by using vague attacks of spec work or low paying work like, “Oh, it’s unprofessional. Oh, it hurts designers on a whole”, but by using actual facts and figures.
Make it clear that project XYZ would require roughly X amount of time and require X amount of steps, certain software, certain materials (if any) in order to complete and that based on that, a standard rate would be YADA YADA YADA.
Put a real “face” to your work. Give them details that really illustrate the value of your time in a way that really hammers home the fact that you aren’t just asking for money because you want it but that it’s due compensation in light of everything you mentioned that goes into it.
Just saying, “My time is valuable” doesn’t cut it.
For me the difference is when a person chooses to do this type of work and when they are blatantly asked for it by someone else. This was my understanding of David’s article. However, the main crux of the matter is that graphic design (for the most part) is a product that is intangible. Since one cannot physically hold these items it is hard for most people to conceive of them as something that should be paid for (like groceries or DVDs).
Thus the mind set is born; why pay for something you can’t touch or see?
On the dozens of different views on this subject each raises an interesting point, but in the end it all boils down to this one thing. Regardless of the reason, whenever anyone does something on the basis of ’spec’ they are not only furthering the mindset that believes the work is nothing but that the talent which created that work is worthless as well.
Erik, cyber,
Thanks for contributing to the discussion.
I think Doug raises an important point with this statement:
When I first started going it alone, a large number of potential clients expected print work to be included in the cost of the job. Thankfully that’s very rarely the case today.
Well, this is quite a lively conversation, as I knew it would be. I really enjoyed them all, and for better or worse, they are all food for thought.
Instead of writing my impressions of the article and what was said here, I took the time to post on my site and address some of the things that stuck out to me while reading some of the comments and the article itself. There is, of course, an open invitation to comment on it and I will hopefully get some time to address them with I get the free time.
Again, I want to thank Dave for this and always providing an interesting read on his great site.
Cheers to everyone.
SPEC work is such a dirty work and it never fails to make me grouchy!
You wouldn’t walk into a respectable restaurant and go “I’ll have this this and this, if they taste good, I’ll pay you for it”. The chef would probably chase you out with a big cleaver in his hand.
We choose restaurants to frequent based on personal recommendations from friends, testimonials and reviews from magazines/newspapers and of course, by how happy/unhappy patrons inside look!
It’s not any different from designers. We should be reimbursed for the brain juice, time and effort spent on design work, no matter how small, low a resolutions etc etc.
In Singapore, government agencies LOVE to ask for tenders and spec work, which is totally ironic, since the workforce agency here is running a campaign on fair employment – hiring candidates based on their credentials and skillsets and talent. I wish they would walk the talk…
His first response was definitely unprofessional. Professionalism is also about diplomacy and tact, which he did not practice.
Anna’s suggestion is spot-on: “It would be unprofessional of me to do any work without a guarantee for compensation.” would make the point he wanted to make without being offensive, and at the same time indicate that he is accomplished and still worthy of their time.
Imagine: “He’s turning down potential work because he won’t do a quick mockup on spec? He must be successful. Maybe we should throw a bone for the mock-up and see if he can really deliver.”
He could have turned this situation into a WIN WIN instead of a LOSE LOSE. His second reply, though, is much more level-headed.
–
As for spec work in Agencies vs. Freelancers, to me it makes perfect sense that an agency would be willing to do concepts on spec. I don’t know about you guys, but I get a lot of down time at the ad agency I work at–granted I’m in the interactive department, which is actually run as a separate company and is pretty small (4 of us total). When we’re making a pitch, why wouldn’t my boss have me mock something up really quick? The rest of my work is done, I’m sitting here reading your blog, and there are still about 1.5 hours to go in the work day :)
it is tough one and i do agree with not doing “spec work” i have had the bad experience of being had in the early days of my career. Where i was a novice i was not aware of real world tactics and i was taken for a ride where the client used my work and i didn’t have the know how to deal with it but you live and learn.
Most professional designers I know will happily not only put together an informative (and usually well designed) quote for any potential client, but will also go as far as to offer a free consultation, and often put together a custom package outside of their portfolio of previous work that is similar to the job at hand to demonstrate their abilities in detail. Most designers I know will present this package in an attractive well designed manor, and usually put plenty of unpaid time into this presentation solely because of their meticulous detail oriented nature. Many of these designers will even brainstorm and conceptualize on the spot with their potential client to give them an idea of their interpretation of the project, and exhibit their creative efforts. It’s been said before that the conceptualization process is extremely underrated, unacknowledged and under-appreciated aspect of the design industry and this type of spec work is a perfect example.
This offer is essentially a logo design contest, and should be acknowledged as that by the client. It only becomes unprofessional when it is advertised as a legitimate business opportunity.
If I was an outsider, and not a designer, I could see both sides of the point. Unless you are a student, a recently graduated student, really hard up for a job, or just bored to death, I don’t think you should ever take speculative work. It can be a huge waste of your time and time is money. The reason that I say that it is okay for students or recently graduated students is that they still need to build up their portfolios and this is a great way to do it. Even if a student doesn’t get the job, he can still use the mock-up as a portfolio piece…so it is a win-win situation.
Thanks for posting.
Rachel
AllGraphicDesign.com
Michael,
Thanks for continuing the discussion through your blog, and you’re very welcome for the platform here.
To the others who commented — Vicki, Kevin, slee, Jim and Rachel — thanks very much for taking the time.
I am prepared to finish my degree in Integrated Mktg Communication in the next four weeks – I’ve had a client project for the last three months that’s required a lot of work in the way of executive summary, creative brief and a substantial amount of creatives (print ad, web banner, social media outlets, etc). Usually, the client can opt to keep our work if he so chooses and we have to release all of our designs to that person at the end of the term but I can’t help but feel like, academic or not, that client should compensate us for creative work. Since spring of 2007, I’ve worked with two companies creating various types of pieces for commercial use. While I don’t think you can ever stop building your portfolio I am aware of what it costs and what it takes to make a great piece.
With that said — I don’t feel comfortable letting any designs out of my hands school or no school. Because we are students I don’t think that makes our time or design efforts less valuable. Those of us who have taken the initiative to constantly improve on our own time and have been fortunate to be employed to use this skillset shouldn’t hand over anything like that willingly. I’ll take the grade and my work back home with me.
I have done some spec work, looking back it might not have been the best call. I put about 6 hours into designing a banner ad for a web-based company. I was very proud of it, but I never heard if they chose anyone, nor did I ever see evidence of them using new banner ads. The style of the site did change though…
I often wonder how many designers have their good ideas taken via spec work and implemented in another way…
Matt,
I’d harbour similar thoughts, knowing what I know at this time. Back in my college days I happily took part in such projects, without thinking much about the benefit the client was getting.
Eric,
That’s a good case in point. Your idea could easily be re-worked into something similar, yet different enough so the client believes they don’t have to pay you.
Man, that’s pretty scary, i had the same thing happen to me a few years ago…I had to create a website based on my favorite athlete. A trip to new york city was on the line, and like a dummy i did it. They emailed me and told me I was in the top 20 and I would move on to the next step. A week later, still no word. 2 weeks, 3 weeks, nothing. Come to find out that they had scammed a lot of artists like that, and they used the designs to build a nice portfolio.
I will never do anything “free” again.
Hello Deshea,
Sorry to learn of your own contact with spec work. There’s no faster way to learn than through experience.
I am always looking on Craigslist for work. So many people want free work, or they don’t want to pay much. I’m not sure how long this ad will be up (http://sacramento.craigslist.org/crg/1200989637.html), but this person wants a logo for $20, and a brochure for $80. I wonder what they charge for their services.
This is kind of funny. I just read this article last weekend, and then I met with a client this past Tuesday about a potential job designing a catalogue. He asked me to do up a sample page, as sending him my portfolio pieces was apparently not good enough—I guess he was hoping my portfolio would include a catalogue with the exact same style and aesthetic he’s looking for. Silly me, I must have forgotten to include that piece… So basically I’d have to have an idea of what the whole catalogue would look like in order to show him one page, by next week too. Though he said he’d pay me for that work, and I could really use the money, I don’t think I need to plead my case in this way. I bet i would have done it with less hesitation had I not read this article beforehand.