We caught up with Studio Miko Co-Founder and Creative Director Alistair Millen this week to talk the enduring value of design in a “do it yourself” world.
How was your company born and where are you based?
Both Laurence, co-founder, and I were at an intersection of changing jobs. We had always talked about our own studio but had planned for this to happen a little later on. With us both changing jobs at the same time, we thought, ‘Why not give it a try?’.
The rationale being that if it fails after a few months, we’ll just get jobs in the industry again, and as cliché as it is to say, the rest is history. We were based in London for a few years initially and then relocated to Norwich post-pandemic after a want for a change in environment and a desire to bring more of the industry back to where we met and studied.
What was the biggest challenge to the growth of your company?
Starting out, we were young, much younger than most people start a company (24). We didn’t have a starting client to bring with us to see us through the first year or a big list of contacts to hit up. We started with £300 in the bank, set up in a dark corner of our London house share without much of a clue on how to go about getting business.
Which was the first huge success that you can remember?
A couple of months in, we got an introduction and an opportunity to present ourselves to the marketing director at Hackett London. This quickly led to us working with them on their seasonal campaigns and catalogues.
The team was great to work with, and it was a really collaborative process between art directors, writers and us. Leading meetings, presenting ideas and designs and getting such a positive reception from the team was the first big buzz I felt.
What’s the biggest opportunity for you and your company in the next year?
We are in a place where we have built a really strong team and have a solid business foundation. So, for the next year, it’s about going after different opportunities, challenging ourselves and seeking out brands that want to make a difference and have an impact.
We would really like to partner with some companies that perhaps don’t have the budgets of the big players but in which we see real potential – whether that’s a small artisan producer or a start-up looking to better the world.
Can you explain your team’s creative process? What makes it unique?
Our creative process broadly follows a discovery, definition, design process, but we tailor it from project to project. We are an on-site studio every day (not remote or hybrid), and for me, that’s really important to keep ideas kicking around, get different inputs and learn from one another.
The other thing that makes us unique is we don’t have account managers. Clients speak directly to designers and vice versa. I’m a strong believer in the two communicating from start to finish, design is a conversation that’s iterated upon. After all, if I were a client, I’d want to speak to the designers; it’s the exciting part, right?
How does your team remain inspired and motivated?
From an inspiration side, it’s a case of looking at and consuming things, as simple as it sounds. We try to look at references that aren’t directly related to what we might be doing and how we can use one part of design knowledge to influence another. For example, how can we bring some of the team’s expertise in editorial design into UI and app design?
From a motivation standpoint, we are a tight-knit team of eight. We are lucky enough to all get on really well, which goes a long way. Studio hours are strict, 9-5. I don’t want anyone stressing or working long hours. If it’s all managed well, there’s no need for that chaotic studio experience that can slowly break designers.
How has COVID-19 affected your company?
The first couple of months were pretty tough, as I’m sure was the case for everyone. We lost a bunch of clients in the fashion space who had to pull marketing budgets, some of which sadly didn’t make it through.
We had started working with Gavi, the Vaccine Alliance a few months before COVID and, of course, their role in global health skyrocketed. We worked with them on the biggest vaccine rollout in history to get vital aid to those countries most in need. I feel immensely proud to have been a small part of it, and I’d recommend checking out the incredible work they do.
We also, as many did, took the pandemic as a chance to assess what was important to us and where we wanted to be based. So, towards the end of the lockdowns, we relocated to Norwich, which has been a great move from both a business and lifestyle perspective.
Which agencies do you gain inspiration from? Do you have any heroes in the industry?
I’m usually trying to look at what the smaller agencies are doing, as I think a lot of really interesting work starts there and then drips through the industry. I am a big fan of Koto and Justified Studio, and I think Pentagram have been doing some fantastic work recently. Otherwise I’m regularly checking the visualjournal and visuelle blog.
What is one tip that you would give to other agencies looking to grow?
I’m cautious and a worrier. So I’d say grow slowly. Make sure the work is there, give your team the time and attention they need to grow and don’t let the standard slip. Treat every job like it’s your first.
How do you go about finding new clients/business? (Pitching, work with retainers, etc.)
Word of mouth. Do great work and people will want to shout about you.
We have done a few RFPs and pitches as well, but it does require time and we don’t do free pitches.
What’s your one big hope for the future of the industry?
Things don’t get too homogenised. And that clients still value design in an era of ‘do it yourself tools’.
Do you have any websites, books or resources that you would recommend?
I guess I mentioned a few of these above. VisualJournal, visuelle, Micheal Johnson – Branding, Creative Advertising – Mario Pricken, How to win friends and influence people – Dale Carnegie, Monocle and generally I think any magazine is always interesting for design references.
We also started a page on our site where we aim to upload snippets from smaller projects and concepts.
