Why do I call myself the Savvy Brander?

It’s a good question. Savvy can mean many things. Personally, it’s someone who’s shrewd, perceptive or street-smart. In business, I see it as applying 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

Early on, I worked at a few prestigious NY design firms and big ad agencies, notably Lippincott, on major brands. 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 starts with extensive research to develop a detailed brief. This document clearly outlines the client’s situation, target audience, project expectations and budgetary requirements. Much of this was done face-to-face, particularly before the Internet, by traveling to facilities to meet with clients and employees.

It sharpened my skills as a working designer and taught me how to forge and maintain relationships. I also discovered a talent for the analytical and methodical side 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 it helps me 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 clients have stayed 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 have always believed everyone should have access to great design, and I wanted to bring my big-agency experiences to help small businesses, start-ups, professionals and non-profit organizations.

In 2002, I left New York City and started a business with my son, Jackson. 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.

We consciously kept our business small. We knew cost would matter to our new clientele. Jackson and I had the basics covered, and we brought in extra resources, like copywriters and photographers, only when necessary.

This flexibility made us much more cost-effective than larger agencies, which resonated with local businesses. This model also allowed us to scale up for larger projects while maintaining relationships with larger clients.

The 2008 financial crisis forced us to shut down the printing operation. Jackson took our 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 have structured my business to accommodate clients with a broad range of budgets. After 40+ years, my formula has consistently delivered the best results.

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