Secrets of Success Revealed on Studio Tour!
By John Foster, past Education Committee Co-Chair

The banner has come unfurled and is, as they say, blowin' in the wind. It's blowing so hard as a matter of fact that it has broken a few windows. The banner in question is several stories tall touting a new publication for National Geographic. The launch party is the following evening and those in charge are prepared to end the banner's little rampage immediately.

Don Schaaf, principal of Don Schaaf and Friends, who is responsible for the magazine's design as well as the promotional materials for the event, has no interest in disappointing his client further. Insurance will cover the windows, but shoring up the banner is another matter all together. At the break of dawn, Schaaf and several staff members are repelling down the facade of the building re-hanging and stabilizing the banner, allowing it to stand majestically as the revelers arrive.

No one on staff mentions repelling on the job description when they were hired.

All eyes are focused on Don as he tells this tale on a sunny Saturday morning in Georgetown. The students that have gathered around to participate in the ADCMW Studio Tour were expecting to see some cool furniture and cutting edge work are instead getting the truth behind D.C. design.

If you want to be successful in this area you will need to go above and beyond your clients initial needs. Heavy emphasis on beyond.

During a fall and winter tour, area students will travel almost two hours to see six of D.C.'s top firms. All six studios will present very different work, clients and philosophies about design. However, unwittingly they will collectively reveal the secret of their success.

Don Schaaf's story is only the most vivid example of this dedication to going the extra mile for their clients. KINETIK detailed their meticulous process of comps, color selection and pre-press. Neo showcased their custom designed furniture along with their dedication to offering their services at no charge to clients and causes they believe in. Research and invaluable knowledge were on display at Gibson and Sparkman for very different clients. Supon showed how they completed over one hundred projects in a single campaign for an enormous client in a matter of months, amazingly holding true to the original design. Supon also showed their dedication to the Education programs of the club by agreeing to show their space only two weeks after moving in.

When all was said, and the studios had closed their doors and the students headed for lunch, it was clear in their eyes what lies ahead if they want to make a mark in this challenging field. Funky fonts and fancy Photoshop will not be enough. They will have to communicate their client's message and anticipate needs that the client doesn't even know they have. This is why they have come and this is what they've learned. As daunting as this career now seems, they all know they have taken a major step towards it. It is nice to be in on the secret.

If you would like to have your studio participate in a future tour please contact our Education Committee or call the ADCMW at 703.742.8055.