About me back to Michael Sheldon Reed Design
Who are you?
I am an independent graphic designer living and working in Phoenix, Arizona. I began in the design profession in the early 1990s. I studied graphic design at the University of Arizona and North Carolina State University.
What services do you provide?
For emerging organizations, Michael Sheldon Reed Design uses the art, science and power of graphic design to provide memorable, compelling and simple brand identity solutions of a world-class caliber, that drive respect and revenue.
I specialize exclusively in new and original brand identity systems, and I prefer to do it for emerging businesses that are in their initial planning stages and have not yet established themselves.
The main component of such a system is a logo. The logo (and identity system) is designed and created after a creative process, which begins with asking a series of questions about your business, and based on the answers to them, writing a positioning statement that defines who you are as a business in the marketplace.
While the logo is the main portion, be aware that your "brand" is not simply a logo, but it certainly is the first and most important visual representation of all the ideas, thoughts, attitudes, behaviors and feelings you want your potential customers (and/or investors) to understand about your product or service. It is your responsibility as the business owner to "live the brand" so that the customer sees and feels your product/service the way you want it to be seen and felt, on a consistent basis. That means using the logo consistently, as well as following basic sound and ethical management, hiring, customer service and related practices.
After the positioning statement is developed, preliminary design ideas are generated and submitted for your approval and feedback before a final design idea is submitted. As part of my brand identity package, I will provide some basic materials along with the logo, including a 4-8 page executive summary or "mini business plan", designed in the style of an editorial magazine spread, that you can submit to potential investors (traditional business plans are falling out of favor among investors). A pitch deck (a brief overview/summary of your business concept in a slideshow format) is also a part of the package. Package components can be mixed, matched and customized based on your specific needs.
Go back to the home page and check out the Startup Plan pages for an explanation.
Why are you focusing on startups?
The startup phenomenon/ecosystem is changing how entrepreneurs do business, and also how the public does business. Startups, as they manifest themselves in the post "dot-com" digital era we are in now, represent probably the biggest opportunity (and challenge) in the last 25 years for the graphic design community to have a major and lasting impact on how brands are built, as well as which brands become household names. It's exciting for me to have a chance to help a brand new business establish itself in the marketplace, and that's an opportunity I've literally been waiting most of my adult life for.
What do you charge for your services?
All fees are on a per-project basis. My business model involves an initial upfront deposit (minimum $500) to begin work, and a limited-term royalty period on your firm's gross annual revenues.
The royalty period is not ongoing, but limited to one, two or three years depending upon the upfront initial deposit payment. In comparison, fast food and hotel franchise agreements can be as long as 20 years.
The royalty rate is a relatively small percentage (one-half of one percent, compared to anywhere from 5 to 25 percent in franchising).
In some cases, I will perform work for no initial fee in exchange for a 7% ownership stake in your venture for a limited period.
Why is your pricing structure so different? Why are you so expensive? I can get a logo for under $500 and in some cases for under $100.
My goal is for the branding solutions provided by Michael Sheldon Reed Design to play a definitive and critical role in the future success of your organization.
Graphic designers are legitimate professionals who deserve fair compensation for their time, effort, talent, skills, experience, education and other relevant factors. Too often we are taken advantage of by clients who fail to understand, or choose to ignore, this fact.
I know that startups/emerging businesses and small businesses often have funding, capital and cashflow issues that prevent them from using the services of a major design, branding and/or advertising firm. Many of these startups/small businesses resort to using "affordable" design providers who, while understandably trying to offer their services at what they perceive as a necessary price to obtain business (and basing their business model on gaining a high volume of business), nevertheless offer highly valuable design work for over-commoditized prices that are far too low to sustain the ongoing professional reputation of the entire graphic design profession.
The graphic design profession is severely diminished in respectability and importance if a business that has the potential to earn several thousand dollars, and in some cases millions, in revenue, can get a $5000+ logo and branding/positioning advice for $99 (and some startups even try - and are actually specifically advised - to get this caliber of work for free).
If that logo is directly related to at least a part of that organization's future success, the company has just realized a tremendous return on investment.
However, on the other side of the equation, the graphic designer has not shared equally in that same financial success - a success that the designer has arguably very much helped to define, engineer, shape and create.
Graphic designers are therefore seen and treated as inexpensive and expendable commodities, and not as highly valued, highly regarded and highly respected professional partners in the business cycle.
That situation is not fair and not acceptable. Period.
My pricing structure is an attempt to create a compromise "win-win" situation for the designer as well as the client.
The client gets the immediate benefit of world-class design and brand development work that would cost several thousand dollars upfront if procured through a traditional agency - at a fraction of that cost (initially). Under our structure, the cost to the client is deferred over time and is based wholly on the success of the client firm.
The designer gets the assurance that he will be compensated fairly for his time, expertise and talent; gets to share in the financial success in which his creative efforts played a huge role; and that as a professional, his work is treated with the respect that it rightly deserves.
In my estimation and understanding, most people starting a business have no clue as to how to design a logo, come up with a positioning statement, or create marketing materials. Design, branding and marketing are specific professional disciplines that practitioners spend years going to school, and "on the job training" for years after that, to learn how to do.
Technology is rapidly making the creative process, and the creation of basic design and marketing materials, more simple for the average person, but in most cases, and especially when creating a brand identity system that will define the product or service from the start, it's best to "please do not try this at home" and secure the services of a trained and experienced creative services professional for best results.
Some people try to fix their own car, plumbing, electrical wiring - or represent themselves in a court of law - with sometimes good results, but more often than not, it becomes painfully clear that they should have called in a professional. Creating a brand identity for a business that has tremendous revenue potential is no different.
That being said, our services are certainly not for everyone. I am quite selective about those clients I will accept, and while I hope you will see fit to choose me, I also have no problem leaving money on the table if the fit is not 100% right. If you are overly concerned about cost and my pricing structure is not acceptable to you, I understand if you will seek solutions from someone else.
What kind of clients will you accept?
I am looking for early-stage startups, small businesses (and some existing businesses) who need to establish or redefine a solid, sound and definitive brand, but have no idea how to do so. Your business model and/or idea must have the potential for success, and (in your best estimation) solve a legitimate business/marketplace need.
That being said, it is best that you have NOT thought out your brand identity to the point where I cannot use all creative thought processes and tools available to come up with the best possible solution. I would prefer to NOT be simply a "set of hands" carrying out specific visual instructions - that's not true creativity. I prefer that you allow me to come up with the brand system based on your general business idea and my understanding of it. In matters of design and branding - even at the beginning stages when you're just thinking about your business idea - in most cases it's best to "please do not try this at home" and secure the services of a trained and experienced creative services professional for best results.
You must also agree to my pricing structure, including royalties, and you must also agree that my style of creative design/problem-solving is appropriate and to your liking. There are certain creative styles and methods that I feel are best, and I am not inclined to deviate too much from them.
I want to apply to an accelerator/incubator, and they provide branding/creative services. Why should I use you?
My creative process involves asking many questions to focus and refine your business idea - some of the same questions asked by venture capitalists and incubators. Most accelerators, especially the more popular and well-publicized ones, have thousands of applicants per class/cohort and an acceptance rate in the single digits. If your brand is solidly and professionally defined before you apply, you 1) have a better chance of being accepted and 2) may not even need to join an accelerator if you can directly gain momentum, sales and/or direct attention from venture capital by way of customer acceptance of your solidly defined and professionally crafted brand identity.
Keep in mind that no logo or branding system, no matter how well designed, can by itself guarantee 100% success. As you probably know, many factors, including some beyond anyone's control, influence the success of a business, including general economic, political and/or social conditions. Having a strong idea to begin with, when there is a strong public demand for it, coupled with a strong brand identity consistently applied and used, gives you the best chance for success.
Where can I see samples of your work?
Take a look at my online portfolios here and here.
I need something designed yesterday. Can you help me?
No. A brand identity is critically important to the long-term success of your business and must never be rushed. Period. Ask yourself: why am I in such a hurry?
How does your design process work?
We start by sending you a list - a LONG list - of questions designed to help us understand your business idea. This is a required part of the process; without that we have no clue as to how we should proceed as far as design. Based on your honest answers to these questions, we get a sense of the heart and soul of your product or service. Then, we use the creative tools at our disposal to interpret that heart and soul into a brand that everyone can understand.
Once we get the completed questions back from you, you will in turn get a proposal and a copy of the Terms and Conditions. Once we get those back, signed, (along with the initial monetary deposit) we will start creating preliminary design concepts. When you approve those, we'll start moving towards a final design that you feel comfortable with. You will always get a chance to give feedback at any point in the creative process.
Who owns the copyright for the work?
Once delivered to you, Michael Sheldon Reed Design retains a 25% ownership of the final design during the limited-term royalty period. After all monies have been paid, you assume all ownership of the brand identity design. However, we reserve the right to use any final design for our own promotional purposes and uses.
How are payments handled?
In the past, I have been set up to accept PayPal, but I have completed a setup with Google Payments as well, and may make Google Payments a preferred payment method in the near future.
Do you do websites?
No. It's better for me to focus on brand identity. It's what I love and what I'm best at doing. You are responsible for finding a web designer (as well as commercial printing or other ancillary services) once the brand identity is complete.
Can we meet in person?
In very rare cases, if you are based in the greater Phoenix area, or visiting Phoenix, that might be possible. Even telephone contact is not actively encouraged. E-mail is by far the preferred means to contact me. At this time, I am operating Michael Sheldon Reed Design in my spare time while engaged in outside employment (but this could change if many clients decide to use my services!)
That being said, I do have Skype and can also connect via Google Hangouts if we need to have a one-on-one chat.
Are you hiring?
At this immediate time, I am only operating as an independent branding/design firm, and I am the only practitioner. However, I do strongly want to build and lead a team as part of my long-term plans, and would like to start gathering a list of potential team members and stay in touch with them as this business grows.
If you are a designer or B2B sales professional, we should talk. Send me an e-mail at the link below with your resumé and/or a link to your portfolio and/or LinkedIn profile.
How can I get in touch with you?
Send me an e-mail here. If you must telephone me, leave a voice mail message at (480) 269-5871.
