Swipe Right on Design
Finding the Perfect Design Partner for Your Startup
In this special Valentine's Day edition of F is for Founders, I had the opportunity to chat with Guillaume Marq, the Founder of Enuma Collective, about the essential qualities of a great design partner and how to find the perfect fit for your startup's journey. Guillaume and his team have a track record of partnering with renowned companies, like Dynamic, right from the early stages of ideation. So, grab your box of chocolates and keep reading for insights on how to approach finding the right design partner for your company!
Preface
Design plays a pivotal role in shaping a company's identity and user experience, making it crucial at an early stage. However, finding the right design partner can be a nuanced challenge for founders. Many struggle to find a good fit for design services and have difficulty aligning the stage of a company with the appropriate design investment. At the early stages, outsourcing design services is a common practice, allowing for flexibility and expertise without going through the hiring process (and oftentimes unrealistic hunt) to find an all-encompassing “ninja designer” who can do everything. Yet, determining the optimal time to transition from outsourcing to bringing design in-house poses a significant dilemma. It requires a delicate balance, ensuring that the pace of the company aligns with the need for constant design input, ultimately impacting product development and user satisfaction. Striking this balance is essential for founders navigating the landscape of design partnerships in the early stages of their entrepreneurial journey.
What should founders look for when they’re searching for a design partner in the early stages of company building?
When searching for a design partner, founders should consider several factors. Firstly, they should determine if they need an agency. More often than not, finding a top-tier designer, often referred to as a "Ninja Designer," can be rare and expensive. Therefore, going the agency route might be a better fit if you require a range of design skills and want a collective approach. Alternatively, founders can opt for pre-built design teams or hire high-skilled designers for specific objectives.
It's essential to recognize the value of good design, as it can ultimately save time and money in the long run. Trust is paramount in working with designers, particularly in adopting a minimum viable brand (MVB) or minimum viable product (MVP) approach. This approach prioritizes the brand's essence over just a perfect logo and extensive 20-page brand guidelines, allowing for flexibility and iterative improvements over time. Ultimately, founders must find a design partner they trust and who aligns with their vision for the brand.
What should founders avoid when working with design agencies?
One warning sign is if an agency's portfolio lacks substance. Founders should seek agencies whose designers are actively involved in creating products that are currently in the market. Another indicator of a reliable agency is if they can provide links to their key partners' websites, demonstrating their credibility and track record. Avoid agencies that sell unrealistic dreams and promises without tangible results.
Founders should expect designers to inquire about the reasoning behind their decisions - this indicates a commitment to understanding the project's objectives and vision. Clear communication and providing comprehensive feedback and information are crucial to ensuring that any issues with output are not due to a lack of guidance. Prioritize agencies that demonstrate an iterative approach and understanding of the product-market-fit phase before defining a clear roadmap to the product's north star.
When should founders start looking for a design partner or agency to work with?
As soon as possible, ideally from day one of their venture. Engaging with a design agency at the very beginning allows founders to have meaningful discussions with the designers, ensuring that their vision and goals are clearly understood and sometimes challenged from the outset. Many successful companies have made their first hire an agency, enabling them to be present at the beginning of the company's journey and align their design efforts with the overarching vision. By involving an agency early on, founders can establish a solid foundation for collaboration, laying the groundwork for a successful partnership that supports the company's growth and success.
What is the difference between a design agency and a design collective?
At Enuma, we have participated in the ongoing future-of-work topic redefining what a modern-day agency looks like and engaging with our founders via a collective approach. This new form of “team” is getting a lot of traction since for a project to be taken on, all freelancers need to share interest and passion for the project. An agency, on the other hand, is made up of full-time employees. If you’ve ever worked with a collective, you know that there is a certain level of commitment and creativity from each person who touches the design that may not always come forward from working with a standard agency. Everything is based on the best fit, so my recommendation is to explore partnerships and when you know, you’ll know.
When does it make sense for a company to give up equity to a design partner?
One crucial consideration is if the designer is highly involved in the project, demonstrating a deep commitment beyond just completing tasks. Equity can serve as insurance, ensuring that the design partner is incentivized to deliver high-quality work and actively contribute to the company's success. Additionally, offering equity can help the company stand out more easily in a competitive market, attracting top talent who are emotionally invested in the project's success. It can also be a good way to save some cash and keep a healthy burn rate if both parties agree on a shares-against-service model. What we do at Enuma is we discount on a daily price, apply a risk % on the cash that we may never see & estimate equity which can follow the typical vesting schedule of the company. Generally over 6-12-18 months.
It's important for the company to carefully assess the value of the partnership and ensure that it retains enough control over its equity. Having an advisor can also be beneficial in navigating such arrangements, ensuring that the terms are fair and mutually beneficial. Ultimately, the equity should only be offered when it aligns with the company's long-term goals and the design partner's level of involvement warrants such a partnership. This type of arrangement is not simply expected and should be evaluated on a case-by-case basis — it ultimately depends on your relationship with the designer.
When is the right time for founders to consider bringing on design in-house vs. working with an agency?
Initially, it's often unnecessary to hire a full-time designer at the beginning stages of the venture. In the first six months, a few days of work from an agency can often be more efficient than having a full-time designer on board. Working with an external agency provides a fresh perspective and expertise that can be invaluable during the early stages of a company's growth. Something interesting to think about as well is that founders do everything during the first 12 months of their company. And many times, having outsourced design work buys them heads-down time that they can use to focus on other aspects of the product. Having a full-time designer can be overwhelming if it’s too early. Be mindful and only bring design in-house when you are ready to devote space and time to reflect and work on it with intention.
The type of product you are building will also dictate how much design work you will need. At Enuma, we work a lot with developer products or deep tech products and as you can imagine, the design needs sometimes tend to be less than what a B2C would require. So that is also something to consider
Generally, around the 12-18-month mark, founders should start seriously considering integrating a full-time designer into their team. At this point, the pace of the company's growth may require having a dedicated designer who can be involved in every aspect of the business. As the pace of operations accelerates, having a designer who is deeply immersed in the company's culture and objectives becomes increasingly important.
Ultimately, the decision to bring on a full-time designer should align with the company's growth trajectory and needs. When the pace of growth demands it and the company reaches a size where having a dedicated designer makes sense, integrating someone full-time becomes a crucial step in sustaining and enhancing the company's design efforts.
You can also consider going for a hybrid approach especially if you have built up a good relationship with an agency or collective you have been working with. One of the companies we are working with, for example, is looking to bring on a full-time designer in-house. But Enuma will stay around for the marketing needs and key product strategy support. Since we know the product like the back of our hand and have been there since the beginning, the team is looking for a designer who can execute on all fronts (back to the “ninja designer” reference) but will have access to Enuma’s services for specific skills and/or needs he/she either isn’t specialized in or doesn’t have the time for.
How can founders and designers build trust between one another?
Trust is paramount in any partnership, so I look for founders who instill a sense of confidence and reliability. Can I trust them to communicate openly and honestly? Do they demonstrate an ability to scope out projects effectively and provide constructive feedback?
I value founders who give off a good vibe. There's something about their demeanor and approach that makes collaboration enjoyable and fruitful. I also appreciate founders who are not only smart and perceptive but also possess a keen understanding of our mutual design language and objectives. Do they see us as mere artists or as strategic thinkers? It's crucial to have a shared vision and respect for each other's expertise.
Overall, my favorite founders to work with are those who embody a combination of trustworthiness, clear communication, positive energy, and a shared appreciation for the strategic aspects of design. When these elements align, collaboration becomes not only effective but also fun and fulfilling.
About Guillaume Marq:
Guillaume Marq is the founder of Enuma Collective, a design collective he founded three years ago. Recognizing the limitations of traditional freelance work, Enuma prefers to create an integrated full-stack design team capable of managing both the product and marketing aspects of a startup. He is currently co-founding a new company to provide startups with an asynchronous solution to help them streamline the creation of their website + MVB as a package. Guillaume also acts as a design advisor to startups, guiding them through the different phases of their growth.
If you would like to connect with Guillaume about working on a project with Enuma Collective, fill out this form.