Belkis NYC: Marketing for the Creative Soul

Ivan Sandoval, Director of Operations for FireRing Designs, took some time off to discuss how he was able to launch a business that he believed in and how he is managing to keep the fire going. FireRing Designs is a New York graphic design studio with services such as logo creations, ads, packaging, website design, etc.

BelkisNYC: Tell us a little more about FireRing Designs.

ISandoval: FireRing Designs is a graphic design studio that I started because I believed that clients should be educated on the premises that make a design successful. There is very little of the design aspect of a brand that is fickle. Everything from font to color has to be well thought out in order to accommodate a specific demographic.

BelkisNYC: What made you decided that you wanted to be a graphic designer?

ISandoval: I actually wanted to be an “artist” when I was younger. I had no idea that being one could be broken down into so many sub-sections. A person can either choose to design websites with their ability to design or become architects. It’s such a vast field that no one will ever be a master of one kind of design. However, they intermingle so much that as an artist you’ll never be just one kind of artist. It’s so fascinating.

BRM Magazine Fashion Spread Spring 2009

BelkisNYC: So true. When you are a kid, no one tells you that they are so many different job titles out there. It’s one of those things you learn as you go. That’s why so many individuals venture on their own to see what they can do. After all, you did it. What is the best part about having your own business?

ISandoval: The satisfaction of seeing it become more than what an individual can achieve. Sure, I started it, but what it is now is more than what I as a single artist can achieve. It’s like watching a child grow and take a personality on it’s own. A living entity.

BelkisNYC: A living entity. I like that. What kind of clients do you like to work with and why?

ISandoval: I like to work with clients that understand the importance of design. It is a vital part of any business or project. Those clients know that good design doesn’t happen by accident. You can’t turn on photoshop and “Forrest Gump” your way to a great logo. They trust the processes and the results. Even if they don’t understand why.

Photo Collage

BelkisNYC: What difficulties have you encountered while trying to build your business?

ISandoval: Everything you can imagine. Budget versus process issues, poor third-party vendors, and clients. CLIENTS! Nothing can hinder a project more than an indecisive customer.

BelkisNYC: I guess I’m not your ideal client then. It’s ok. I understand. What are you doing to get more of those ideal clients?

ISandoval: I provide great work. Following up on a completed project really speaks to your customers about your commitment. They in turn speak to their peers. We also market in ways our competitors don’t. We as New Yorkers work in a certain way where we filter out common marketing practices and respond only to the outrageous. I won’t discuss all our practices but they’ve worked for us thus far.

BelkisNYC: How has owing a company changed you?

ISandoval: It becomes a lifestyle. From the creative end to the client side of things, nothing is ever nine to five. I have clients contact me on my personal phone at all times and I think of creative solutions well past the time when the business concludes. I live and breathe my business. Everything else is secondary.

"School Daze" Private Image

BelkisNYC: Any projects or promotions coming up?

ISandoval: There are always projects coming in or shooting out. A promotion for me is whenever the studio takes on a project larger than we’ve ever taken before. Until then, I won’t see the light of day. Not that I mind.

BelkisNYC: Any advice to give our readers who want to have their own business?

ISandoval: Yes. Get ready to fail. Fail BIG. Then get up, see what went wrong, and learn from it. Develop systems to optimize workflow, pay attention to design trends. Take in as much as you can from as many different people who are willing to teach and give. Never stop learning because there is no such thing. And never, never, never quit.

BelkisNYC: I so agree with you on the last part. I recently wrote an article on ComicNews.info about never quitting. It’s something that you shouldn’t do even if you failed a thousand times.

Ivan, great interview and thanks for volunteering to do this! You totally rock!!

To check out more of FireRing Designs’ work, go to www.fireringdesigns.com.

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