i + D - July/August 2020 - 23

Business
of Design
Financial
Health

When the pandemic began to accelerate, one of
Williams' clients, who had advertising spots with
a local radio station, got a call from the station
manager suggesting that, if she continued with the
contract, the station would give her extra spots for
free. "They did it-free, four or five times a day,
in prime spots," Williams says. "With business
starting up again, she's working all the time."
One reason the offer was made was because the
designer had established a personal, open, and
honest relationship with the manager, and she never
took it for granted. The designer, in a good-will
gesture, then offered to give free face masks to
the community. "Calls rolled in asking for masks,
which created brand recognition," Williams
explains. "It was a multiplier because the station's
brand was also strengthened."
Partnerships are essential, but can also be
dangerous, Williams cautions. "Remember, your
business will be hurt by partnering with a business
that's careless. Don't get extended financially with
someone who isn't solvent. Because, when push
comes to shove, it's on you."

Image: Viktoria Kurpas/Shutterstock

A Little Help from your Friends

AMBROSE CLANCY
is the editor of the Shelter Island Reporter
and a novelist, nonfi ction author, and
journalist. His work has appeared in GQ,
The Washington Post, and Los Angeles Times.

The Time is Now
It's a cliché that every crisis presents an opportunity.
As such, Low sees today's conditions presenting a
"singular moment in time for designers to elevate
their social and professional status as experts-not
just in beauty, but in form and function-and their
work will be seen as indelibly linked to living a
better life."
The times demand being nimble, acting with speed
and confidence, and not selling yourself short, Low
adds. "If you've worked hard on securing and
hoarding cash, you'll be that much freer to do the
work that really matters," he says. "That success
will be its own reward as you see your way through
a recession or future shutdown. It requires doing
your best work for those who care the most at the
price you need."

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20-07-28 16:11


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i + D - July/August 2020

Table of Contents for the Digital Edition of i + D - July/August 2020

Contents
i + D - July/August 2020 - Cover1
i + D - July/August 2020 - Cover2
i + D - July/August 2020 - 3
i + D - July/August 2020 - 4
i + D - July/August 2020 - 5
i + D - July/August 2020 - Contents
i + D - July/August 2020 - 7
i + D - July/August 2020 - 8
i + D - July/August 2020 - 9
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i + D - July/August 2020 - Cover4
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