What do you look for in a designer?: Ann Willoughby, Willoughby Design Group
![](https://s3files.core77.com/blog/images/548283_71240_58864_TDoLxTU6E.png)
Ann Willoughby is the President and Creative Director of Willoughby Design Group, a brand innovation and identity design firm she founded in 1978. Willoughby Design Group has developed brand identity systems for groundbreaking retail start-ups including Three Dog Bakery, Einstein Bros. Bagels, Noodles & Co., SPIN! Neapolitan Pizza and Kevin Carroll. Other retail clients include Buckle Inc., Lee Company, Hallmark, Interstate Brands Corporation, Playtex and Nestle.
1. What do you look for when hiring a designer?
We are celebrating our 30th anniversary next year. In the early days I tended to hire people who had similar skills and personality traits that reflected my view of the world. I focused more on raw talent and how the person fit in within our culture. Fortunately, most everyone we hired earlier on had the skills to attract and advance long-term business for us.
Business and design have changed significantly since 1978, so today we look for specific knowledge rather than general skills. We hire people who can think, are curious and passionate about pushing beyond obvious solutions. We do not hire prima donnas. Period. But we subscribe to David Kelly's T approach: Big picture thinker (arm of the T) with deep knowledge in one area (stem of the T). We look for self-starters. Willoughby tends to hire younger, highly motivated talented designers with a degree of maturity. Because they come without preconceived ideas about working in a firm, we can help them develop their unique talents.
2. Is there a particular "tell" that signals a good or bad fit?
We usually have prospective designers meet with several people, and if there is an "issue" (good or bad) someone is usually tuned in. We call references and sometimes we use personality tests for certain leadership positions. Dress and presentation skills are important in the first interview; it's the total package. Bad shoes are not a good sign--depending on one's definition of bad--so stick with clean and well groomed. Fit is a peculiar notion because it is not always obvious from an interview. Companies are organic social organizations, and some people thrive in one environment and fail in another for mysterious reasons.
Once a designer or intern is hired, fit is much more apparent. We expect designers to build relationships internally and externally by paying attention to what is in the best interest of our clients' and our business. The ability to listen and ask cogent questions is usually a sign of a successful hire. Talented designers who are able to form genuine bonds and trusting relationships with clients and coworkers usually stay with us for years.
Writing and communication skills are certainly important. Because our designers have client contact, we rely on their ability to give clear, accurate feedback to clients and to our internal management team. For example, we encourage weekly updates, and we want to know when a project is succeeding and when improvement is needed in real time. A designer who is able to offer insight in a professional and encouraging manner gains enormous respect from the client and the team. It is easy to see when a designer is putting her or his agenda ahead of the company or client's needs. When a client comes to me with a complaint before the designer has alerted me, it is usually clear that there is a hidden agenda on the designer's end or she is not in sync with her client. In either case, this is a sign of someone who is not willing to take responsibility for their actions.
3. What is your best interview "horror story"?
Horror stories, let's see. This is a too-good-to-be true story about an interview that went beautifully.
We hired a man who had a resume that read like a Who's Who list, (He had worked with stellar clients and rock star design firms stretching from New York to LA). I called his references and he checked out fine. Unfortunately he was going through a midlife crisis, and took his girlfriend (he was also married) on a $10,000 vacation and charged it to our American Express. I'll stop here. Someone reading this may know him.
In general, interviews are like dating. It is easy to fall in love and ignore the shortcomings. Conversely, if the chemistry is lacking, we might fail to see the deeper qualities that make for a great fit; exceptional skills, knowledge, personality, or credentials may be overlooked if a designer does not connect emotionally in an interview. So sometimes we start slow. We began a graduate internship program several years ago for recent graduates. They are hired for 6 months, and both sides have a chance to see if the fit is promising before we hire full time.
4. What is the single, most valuable piece of advice you could give to those on the hunt?
Check out their website and learn about their company, clients and work. In addition to presenting a solid portfolio, ask salient questions. Think about what is important to you, your values, and your goals. Ask deeper questions about the company's vision and values: Do they have clients that you would like to work with? If so, what kind of work is being done for these clients? Is there a partnership, or is the firm simply taking orders from clients. Is there a lot of client and employee turn over? Are clients invested in the firm's success? Is the company invested in their staff's success? Listen to how they talk about their clients. Is there genuine respect for clients, staff and vendors? Regardless, if you are applying for an in-house position or work in an independent design firm, answers to your questions will speak volumes about the creative climate of the company. Don't be afraid to share your distinctive point of view if this is a strength. Look people in the eye when you speak, and shake hands.
5. With regard to working in the design field, what do you know now that you wished you knew then?
Then as in 30 years ago? Okay, I would have bought more real estate earlier, because it has been more profitable! On the other hand, I am happy that I did not know that raising a family and starting a design firm at the same time would be so stressful. There were no women mentors to warn me. Had someone pointed out the challenges, I probably would have approached my early career in a different way, and you might be interviewing me on my 20th anniversary of business.
Looking back, we have been very fortunate to work with wonderful companies, so I have few regrets. One looks for different things as our careers advance, so it is hard to say what I would have done differently. In my case I truly loved design and designing as a lifelong adventure. I have always had a soft spot for social causes and working entrepreneurs who had ideas we believed in. These were not always the most profitable ventures, but we have learned to limit and balance this work with our ongoing relationships with corporations where our services advance their business and both of our bottom lines.
6. Do you have any specific advice for recent graduates, or people just starting straight out from school?
Do your research and find out where your talent and interest intersect with companies you admire. Make a list of potential companies and tap into your personal networks. I will almost always see a student that is recommended by a colleague. Find out about the company, the staff, clients, and history, and come prepared and informed. Find out what trade shows and conferences they attend. (I have met so many people in these more casual situations.) Stay in touch in a consistent, professional manner (but don't annoy them). Have something new to send or say each time that is of professional interest. Learn a new skill they may need. Ask if they offer a post-graduate internship for 6 months. Tell them Ann Willoughby has done this for years and it has worked very well for both sides--especially when there is no job opening and you have little experience. You will be paid less than a full starting salary, but it might get you in the door. If things go very well, there is a chance that you will be hired; if not, your resume will still look much better