Frederic K. Herring, in front of FKH Design, is a multidisciplinary designer specializing in graphic design, branding, print, web design, and illustration.
In this
Website Planet interview, Frederic shares how he approaches projects by first listening to clients, understanding their history, and uncovering what makes them unique before turning ideas into reality. He emphasizes the importance of collaboration and often finds clever ways to work within strict brand guidelines while still delivering standout designs.
For Frederic, true success is simple — a happy client means a job well done.
What design and branding services do you specialize in?
Graphic design, branding, print, web design, and illustration.
How do you approach a new project, from initial concept through to final delivery?
Listen, think, develop, design, sell.
Talking and listening to a client, looking at his history, at graphics, designs, and things that were done before, looking for something unique. Ideas usually follow with ease once I have a sense of who the client is, where he is standing today, and where he wants to go. Once the idea is agreed upon, everything else is just work and fun.
How do you ensure that your design work aligns with clients’ identities and goals?
Usually, my research and idea-making process runs quite seamlessly. But sometimes I have to find a niche, a loophole, come up with a clever workaround.
For example, the company Novartis, for which I worked many years ago: Their IT department was not allowed to have a graphical logo, only a headline, so I analysed their branding, their guidelines, and talked to people in charge (the branding department) about what’s allowed and what’s not.
I then developed the idea, which gave their “headline” that extra touch that made it stand out a bit more. The logo, which was developed together with the boss of the IT department beforehand, was converted to a neat 3D illustration. All of this was accepted from their branding department. Everybody was happy.
What methods do you use for gathering client feedback during the design process?
Phone calls and scribbles via mail. No Zoom or Skype, because looking at each other over a screen tends to be awkward and overwhelming, and therefore distracts from the work process.
I miss fax machines because it was way easier to send ideas or corrections to each other. I had a paper printout right away and could edit it without scanning and sending it through email again.
Can you share how you handle revisions and changes requested by clients?
Usually, I work until it’s done, until the client gives me his OK. Changes after that hardly ever occur. But if they do, we come to an agreement.
How do you measure success for a design project once it is completed?
If the client’s happy, I’m happy. That’s success for me.
Find out more at:
www.fkh-design.com
