The Insider Archive
The Insider: Philadelphia's Graphic and Visual Arts and Multimedia Design Industry - A 'Down-to-Earth, Authentic Approach'
Innovation Matters, Volume 1, Issue 12 - March 26, 2008
Innovation Philadelphia's new study Creative Footprint, has uncovered particular strengths within the following industry sectors: Software Development; Communications and Marketing; Architecture, Engineering and Planning; Graphic and Visual Arts and Multimedia Design; Product and Merchandising Design; and Information Technology. Over the next six issues, Innovation Matters is taking an in-depth look at the big six, and here is what we've found about graphic and visual arts and multimedia design.
The Philadelphia Region's graphic and visual arts and multimedia design industry sector's economic impact on the Philadelphia Region is $1.8 billion annually. This creative industry sector employs 36,700 workers with average annual wages of $33,400. Graphic and visual arts and multimedia design firms comprise nearly 12% of all creative industry employment in the Philadelphia Region.
The graphic and visual arts and multimedia design industry - defined in Creative Footprint as all industries/occupations relating to the creation, production and distribution/sale of visual and graphic arts and multimedia products - houses highly impressive workers such as artists, printers, illustrators and designers. Industry growth and opportunity in recent years sets the stage to claim Philadelphia's reputation as a hub for graphic and visual arts and multimedia design.
Notable Assets
One of the most notable assets of the graphic and visual arts and multimedia talent in the Philadelphia Region is the value of the work. "There's a lot of talent here in Philly, but we don't cost as much as New York firms. [Philadelphia is] close enough that many companies are looking at Philly to open up offices with the lower cost of living," said Keith Webb, a local freelance graphic designer.
Local graphic design company, Bliss & White, started by regional young professionals Christine Fajardo and Lisa A. May, believe that Philadelphia's greatest asset is its location. "For businesses that seek to utilize our industry, Philly is both physically and psychologically more accessible than our counterparts to the north and south [NYC and DC respectively]. Our down-to-earth, authentic approach to service, solutions, and innovation is putting Philly on the map as a viable and attractive alternative for buyers throughout the region," Fajardo and May said. .
As part of its down-to-earth, authentic approach, Philadelphia possesses a collaborative nature within its design community. Unlike other metropolitan areas, Philadelphia designers are known to work with other designers at up-and-coming co-working places, like Independents Hall, and refer other designers (i.e. competitors) potential work and clients. "The design industry in Philadelphia is much more communal and not as cut-throat in nature as other cities," said Matthew Fisher, President of Night Kitchen Interactive. "It's an alternative way of working that speaks to the uniqueness of Philadelphia."
"As with other industries, the number, variety, and quality of our colleges and universities are one of our biggest assets," said Nathan Gasser, President of Philadelphia Area New Media Association (PANMA).
Creative Footprint reported that of the degrees awarded by Philadelphia Region colleges and universities, nearly 12% of the degrees related to the for-profit, creative economy were in graphic and visual arts and multimedia design.
According to the 2007 Philadelphia Business Journal's "Book of Lists", the region's largest graphic design firms, by number of local employees, include agencies such as 160over90, Bailey Group Inc., Munroe Creative Partners, art270 Inc., Hanson Associates and Bowhaus Design Groupe. The largest web site design firms in the Philadelphia Region include Biondo Communications, u1.net, Avenue A/Razorfish, NetReach, 160over90 and WebLinc. These regional web site designers service clients including Alaska Airlines, Philly.com, American Eagle Outfitters, Sony Entertainment, Trump Entertainment Resorts, Johnson & Johnson, and many more.
Industry Growth
John Saal, principal of local graphic design studio, Untuck Design Studio, explained how the graphic and visual arts and multimedia design industry has grown dramatically with the emergence of new technologies, business trends toward consumerism and branding. For instance, "Photoshop has become a part of our pop culture lexicon. Need to get rid of that second chin in your headshot? Just ‘Photoshop-it'," he said.
"Graphic design is now relevant and at the root level [and] embraced as legitimate. You need look no further than Apple and Target. And from a business perspective, good design is finally being recognized as a business necessity rather than a business afterthought. Now that's real change," Saal added.
Creative Footprint reports 37.7%, or 13,800 individuals, of self-employed professionals within the creative industry are graphic and visual arts and multimedia design professionals. In addition, 18.2% of minority- and female-owned creative businesses in the Philadelphia Region are in the graphic and visual arts and multimedia design industry.
Webb noted how the industry has grown "amazingly fast" in the Philadelphia Region in recent years. "There are more small firms that have opened up and the need for web designers and developers is off the charts. This is quickly becoming a creative hub for multimedia design," he said.
Webb also discussed how the talent in the Philadelphia Region has changed over the past years. "Most of the competition I see is with the general soup-to-nuts ad agencies battling for accounts with the more specialized niche web firms. A lot of the work in Philadelphia is locally based, but there are firms with national accounts and that's growing," he said.
Industry Advice
The Philadelphia Chapter of the American Institute of Graphic Artists (AIGA) encourages local design studios and talent to enter their work to national publications and competitions to promote the Philadelphia Region for its creative talent in graphic and visual arts and multimedia design.
"By encouraging local design studios, in-house departments and students to enter work into national design publications and competitions, and highlighting these successes within our respective organizations. If we want to attract and retain talent, we need to systematically promote our best work, both on the professional and student level. AIGA Philadelphia has done this with student competitions in the past and we are currently planning a professional design competition for 2009," AIGA Philadelphia said.
The board of AIGA also noted that it is important to share ideas, experiences and advice with others in the design community. "Develop clear business objectives and a strategy for achieving your goals; advocate good design; abide by ethical industry standards and be fluent in design- speak and business-speak."
So how can a budding graphic designer succeed in the Philadelphia Region amongst all the creative talent? Most important is to network and immerse in the industry. "Network, network, network! Don't be afraid to give away some work if you are not selling your stuff," Gasser, PANMA President advised.
Gasser suggested building a solid portfolio, even if you aren’t getting paid for it. "Having real work to show is critical - the web industry is a meritocracy and no one cares about credentials if you can't produce real, high quality work."
Webb also advised to learn as much about different technologies around the web. "This area is constantly changing and evolving so young professionals need to keep evolving with changes in software," he added.
A Creative Industry Sector on the Rise
Creative Footprint reports the graphic and visual arts and multimedia design industry sector in the Philadelphia Region is nearly 17% higher than the national average. At the national level, the graphic and visual arts and multimedia design industry continues to grow in popularity as a high value employment industry.
Organizations such as PANMA and AIGA allow professionals in graphic and visual arts and multimedia design to network, collaborate and grow within the Philadelphia Region. PANMA offers the web development community: connections, solid information, and fun. We have both social and educational events that are open to anyone interested. As the premiere national graphic design organization, the AIGA offers a variety of benefits to its members including the following: lectures, workshops, conferences and various networking opportunities. Members are also eligible for discounts on design publications, competitions and more.
The findings in Creative Footprint illustrate the enormous potential of the for-profit, creative economy. In particular, the graphic and visual arts and multimedia design industry sector holds tremendous potential in forming a new identity for the Philadelphia Region. Made a reality, this industry will offer economic benefits in the form of new jobs and new businesses and will increase the region's competitiveness across the nation. This new identity will make the region a destination for all businesses thirsty for creative talent.
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