Why do I call myself the Savvy Brander?

It's a good question. Savvy is a term open to many interpretations. On a personal level, it’s someone who's shrewd, perceptive, or street-smart. In business, I see it as the application of practical wisdom.

It's learning from our experiences, the opportunities we take or reject, and the people we interact with. It's taking everything we learn and using that to inform our decisions.

Finding my foundation

In my early days, I worked for a few prestigious NY design firms and ad agencies (notably Lippincott or Lippincott & Margulies back then). I worked shoulder-to-shoulder with amazingly talented people, the best in the field. However, the real game-changer for me was finding a concept that became the bedrock of my design approach.

Strategically driven design, popularized by Lippincott, involves extensive research at the start of the design project to create a detailed brief. This gives us a clear picture of the client’s situation, their target audience, project expectations and budgetary requirements. A lot of this was done face-to-face, particularly before the Internet, by traveling to facilities to meet clients and employees.

It sharpened my skills as a working designer and taught me how to forge and maintain relationships. I also discovered I had a talent for the analytical and methodical aspects of client management, like project timelines and budgets—the "left brain" stuff, as we called it then.

These skills gave me a real edge in my career. I still start every project with a creative brief (some more comprehensive than others). It gives me a thorough understanding of what my client wants, and I build rapport with the people I work with. We build bonds through collaboration, and this strategy yields the best results. The formula works so well that I’ve had clients stay with me for decades.

Finding my niche

Another aspect of being savvy is knowing how to adapt. Sometimes this is forced on us, sometimes it's by choice.

After several successful years managing projects for big corporations, I needed a change. I always believed everyone should have access to great design, and I wanted to bring my big agency expertise to help small businesses, start-ups, professionals, and non-profit organizations.

In the early 2000s, I left New York City and set up a business with my son Jackson, a self-taught master at website development. Originally called Ditto Design & Duplication, we opened our storefront design firm and print shop in Dobbs Ferry, NY. We quickly built a strong reputation for quality, innovation, and customer service.

It was a conscious decision to keep our business small. We knew cost would be a significant factor for our new clientele. Jackson and I had the bases covered, and we looked to bring in extra resources, like copywriters and photographers, only when necessary.

This flexibility made us much more cost-effective than the larger agencies, and this resonated with local businesses. This model also allowed us to scale up for larger projects and maintain relationships with bigger clients.

Alas, the 2008 financial crash forced us to shed the printing operation. Jackson took his web design business to Colorado, and I moved to NY's Hudson Valley to continue as Ditto! Design! in its current iteration. But we still had the links to our network of collaborators. And thanks to ever-improving technologies, we work as closely as ever.

What makes you savvy?

I think the qualities that make me savvy are strategy and flexibility. I have a strong foundation in design and project management. I invest heavily in understanding my clients' needs, and I structured my business to accommodate clients with a broad range of budgets. After 40+ years, my formula is proven to get the best results.

Now, I have a question for you. What makes you savvy?