Designers have a MINE problem

Adding credit is always a good idea.

For example, photo by Nick Fancher (DTS)

Go to any designer’s portfolio and you’re bound to find some beautiful images — and little to no credit. We’re all guilty of this to some degree. This is MINE. The client was stupid, my boss is still stupid, and I am brilliant. Maybe, but still:

The Case for Credit

If you’re like most designers, you have a mixture of projects. Obvious cases where you alone did the work: some album artwork, poster, a little branding project. You may have done it all. But if you ever worked anywhere, or for anyone, you didn’t. Let’s look at that part:

But what if I did all the work!

This is the ‘I worked here but it was my design’ version. At a minimum, you should acknowledge where you worked. Put the company. Because without that place, you wouldn’t have done the work at all. I think a lot of creatives forget this. Even if you truly did everything, the company you work for got hired — not you.

But like, how much?

Look at any credits list on major Campaign work and they go on and on. Project Managers, Producers, Junior Copywriters, Client VPs you’ve never heard of, etc. You don’t need to go and name-check everyone who was on an email, but make an effort. After the company, this is what I would suggest:

Who you should credit and why.

• At a minimum, as discussed, acknowledge where you did the work.
• Anyone above you that guided the project from a high level — Art Directors, Creative Directors, Strategists.
• Anyone next to you that brought what you did to life (let’s say you’re a DP — the Director, Producer, Editor, etc.). Don’t assume everyone knows the components of your project.
• On larger projects, acknowledge the elements being seen that you weren’t directly responsible for (copywriters, illustrators, engineers, photographers, etc).
• Remember that sometimes major work was done before — or after — your brilliant contribution.

It makes you look like you get it

Almost no one does anything in a vacuum. It doesn’t devalue your contribution, it acknowledges you understand the process. Listing your teammates elevates you far more than it diminishes your individual work.

Go forth and give credit.

(PRACTICAL KNOWLEDGE) is an ongoing series about presenting work, building better portfolios and being a decent creative by Andy Sheffield.