Graphic Designer Shares Space and Ideas at Complex
When Carol Adams Caley decided to move out of her home office five years ago and establish her graphic design firm in a commercial location, she chose a place where she is surrounded by similar businesses. Instead of being suspicious of the competition, Caley has embraced it and says the creative stimulation, business referrals and camaraderie of working around other designers have improved her company. Caley was interviewed by freelance writer Karen E. Klein.
*
I started doing graphic design years ago, working for my college newspaper and then getting jobs in marketing and advertising design. I started working as a freelance designer by taking my clients’ copy ideas and telling their stories in the form of things like corporate brochures, presentations, icon development and company logos.
I worked at home while I raised my kids, but it got to the point where I didn’t want clients coming to my house. I have large clients like the Gene Autry Museum of Western Heritage, the city of Huntington Park and the Armory Center for the Arts, and I needed the professional surroundings that an office can give.
So I moved in to share a suite with an advertising agency and another graphic designer. Our suite is one of several small offices grouped around a courtyard in Atwater Village. It’s called the Complex.
There are more than half a dozen design-oriented businesses that occupy this space. There’s a fine artist, an interior designer, a jewelry designer, two other graphic artists as well as the three design companies in my suite.
None of us are officially affiliated with one another, but we share a strong sense of camaraderie, ideas and expertise. When the jewelry designer has some new pieces, we critique them for her and test-market them by wearing them and showing them to our friends and families.
When I have four logos and I only want to show three to a client, I ask one of the designers which one I should throw out. When I’m designing something I’m not sure about, I’ll take it over and ask a few other people if they think the colors work or not.
The creative stimulation here is the best environment for designers. I found it very isolating to work at home. When I needed to learn new computer programs, I had to read books and call the same friend over and over for help, until I felt like I was wearing out my welcome. Here, we teach one another new computer techniques and programs and learn from one another.
We also purchase large quantities of paper, display materials and other supplies and split the cost so we can get it cheaper. A few of the larger business machines were purchased jointly and are used by everyone in the suite.
All the people in my suite cook lunch and eat together every day. We talk about work and current events and we frequently invite clients to join us. We also have parties any time there’s any reason to.
On Valentine’s Day every year, the entire complex throws a party for all our clients, vendors, friends and families to thank them for their support. We design decorations, set up a place where our guests can make Valentine’s cards and then we deliver them to a children’s hospital. We also raise money for a charitable cause. It’s a way for us all to stay in touch with our clients and show them our creative side.
I don’t worry about having my business in such proximity to my competitors. Since they are fellow experts, they have so much to offer me in the way of knowledge that it more than makes up for it. Usually, we find there is plenty of work to go around and we all tend to have our own special niches anyway.
In fact, I’ve given referrals to many of the other businesses here and I’ve gotten some in return. I tend to specialize in corporate graphics. Some others do mostly fashion design and others specialize in album covers and other areas. We don’t directly overlap most of the time.
Being here, sharing new twists on marketing or designs that are attractive and bouncing ideas off of other professionals is a big boost to my business. There’s a sense of sharing and a feeling of being involved in something that’s bigger than yourself that I think is good for everyone.
If your business can provide a lesson to other entrepreneurs, contact Karen E. Klein at the Los Angeles Times, 1333 S. Mayflower Ave., Suite 100, Monrovia, CA 91016, or send e-mail to Kklein6349@aol.com. Include your name, address and telephone number.
(BEGIN TEXT OF INFOBOX / INFOGRAPHIC)
At a Glance
Company: Carol Caley
Owner: Carol Adams Caley
Nature of Business: Creative graphic design
Location: 3015 Glendale Blvd, Suite 100, Los Angeles, CA 90039
Year founded: 1993
Employees: 0
Annual sales: $38,600
