Chapter 2020
Do you believe in self-fulfilling prophecies? In January 2020, I wrote an Instagram post with this message: “This year is all about relationship building for IS Design Labs. I have found amazing partners and collaborators who energize me and with whom we will create award-winning work.“
I had big plans for the design agency. We had just partnered with GTA GC and Black Bloom Studio to combine powers and go to various trade-shows pushing our collective one-stop solution for branding, interior design, and construction services. In the first few months, we already had two trade-shows under our belt - Franchise Canada and Restaurant Canada.
While we still worked on a couple of big franchise projects together this year and are ecstatic with the results of combining expertise so effortlessly, we had bigger plans for 2020.
We even began looking a new a physical location downtown - an inspiring, on-brand space to meet with potential clients and work from.
Let’s be honest, some of our clients were heavily affected by the COVID disruption and had to make some tough decisions. At the same time, IS Design Labs did not have to switch to survival mode but instead had the chance to thrive and look ahead. I believe it was not sheer luck but rather our strategic realignments that made it possible. Here are some worthy notes:
1. The Wrong Fit
In the first few years of running a studio, it is hard to be able to conceptualize what is a bad or good “fit” for potential industry partners. As projects get bigger, there are multiple partners involved working on the different aspects of launching a company and building a brand. Many see the shiny, final design outcome, and are excited to bring us in to lead the visual, brand project stream. Throughout this year, we finally understood that some of our partners’ values and approaches did not synchronize with ours. On occasion, that became painfully clear just two weeks into our first engagement, and, at other times, not until our subsequent initiative together. In essence, we learned the hard truth that some partners are unable to let us lead as experts and trust our brand & design methodology. We also understood that if our ideal clients are not aligned, we are most likely not a good fit.
2. The Right People
Going back to that self-fulfilling prophecy, we are creating a network that we only could have dreamt of a few years back. Perhaps, it is the difficult times that make people huddle and find synergies as a way to evolve and grow. We have found ways to combine powers with the best, to support and strengthen each other’s businesses.
From partners in industries like luxury spas, indie coffee shops, boutique retail, architecture, and innovation consulting - we keep on building and creating more together than any of us could have done individually.
3. Walking Away
Who knew that during a pandemic, when companies are scrambling to stay afloat, we would still be able to afford to let projects and clients go. Even when there is a hugely lucrative payout is in the offering, it is sometimes best to cut your losses. So this year we did walk away from a few contracts - and instead invested time in progressive clients who seize the opportunities. We realized that some initiatives were made in heaven - brought us both creative satisfaction and the paycheque.
4. Ride the Wave
Let’s face it, a sizeable chunk of IS Design Labs’ portfolio is in the entertainment and hospitality - two industries currently struggling to survive. Lucky us - as a boutique studio, we are nimble and agile, competitively priced, and service-oriented. Our workflow and methodology allowed us to pivot and ride the new industry wave. Smaller office facelifts, cannabis franchises, data tech products, ghost kitchens, and innovation-focused initiatives were some of the projects we welcomed with a wide embrace. While we did not have as much exposure to these sectors prior to 2020, but we sharpened our pencils, dove deep, and strategized.
5. Keeping Up The Morale
In this tough year, recognition goes a long way to maintain spirits and continue inspiring our desire to make a difference. Upon winning the international Platinum Muse Award (shared with our interior design partner Black Bloom Studio), we came back even more energized. Yes, we got trophies and certificates, but in reality, we were glad that the large interdisciplinary jury appreciated and rewarded our high standards and ideals. It was a great morale booster to know that we stand tall, as our competitors in some of the submissions were the design teams from Google, Phillips, Pepsi Co, as well as world-renowned architecture studios.
To sum it up, we are happy with the progress we made in 2020. Although it was not what we might have had in mind, some bold new steps forward were taken and we are excited to explore these paths and more in 2021.
Cheers to the new year!
