Beyond the Design: Circles Conference Examines Creative Careers

Grapevine, Texas - Approximately 500 designers, creative directors and illustrators attended the 12th annual Circles Conference from Sept. 30 through Oct. 2 at the Palace Arts Center in Grapevine. The three-day conference featured 12 speakers who addressed creativity, professional development and the business of design.

Beyond creative skills, the conference focused on the practical challenges of building sustainable careers, communicating value to clients and navigating professional relationships. Attendees also had opportunities to network, reconnect with fellow creatives and meet designers from around the country.

On Thursday, Jess Goldsmith, founder of Women of Type, presented “Being Talented Isn't Enough: Building a Sustainable Creative Career with Strategic Decision Making.” Goldsmith challenged attendees to think beyond creative talent and consider the decisions that can help sustain a career over time.

Goldsmith emphasized three areas that creatives should consider when making career decisions: money, energy and integrity. She also discussed four areas of professional development: visibility, skills, boundaries and self-care.

She stressed the importance of visibility, noting that potential clients need to know a creative professional exists before they can find their work. She also emphasized staying curious and empathetic as a way to continue developing professionally.

When discussing boundaries, Goldsmith described them as making “commitments to your future self.” She also emphasized the importance of rest, telling attendees that “rest is required, it is not a reward.”

Graphic designer Jeremy Disbrow of Fort Worth, who has nearly 30 years of experience in the industry, described Goldsmith's advice as “creative and practical” and said he could apply it to his own career.

On Friday afternoon, Megan Hopkins and Saza Beukema of Merit & State addressed the challenge of promoting a creative business without making self-promotion feel uncomfortable. Their session, “Position Yourself Without the Ick,” focused on shifting the way creative professionals describe their work.

Hopkins and Beukema explained that leading with a list of tasks can cause clients to view a creative professional as an “order taker.” Instead, they encouraged attendees to identify their clients' pain points and position themselves as “problem solvers.” The approach asks creatives to consider who they serve, what problems their clients face and what value they can provide.

Lance Hart, vice president and marketing director at Southside Bank, offered an inside look at the challenges of rebranding a financial institution. In his session, “An Inside Job: How I Snuck in and Rebranded a Bank,”

Hart discussed the hurdles involved in navigating a major branding project, including building trust, addressing problems and managing feedback.

Hart emphasized the importance of understanding a project's challenges before determining how to address them. His presentation gave attendees a look at the business and relationship-building considerations that can accompany creative work beyond the design itself.

To avoid disrupting established relationships, Hart advised designers not to “trip the alarm” when making changes, emphasizing the importance of building trust throughout the rebranding process.

Conference organizers reported that 40% of attendees were freelancers and 35% worked as in-house or studio designers with the remaining attendees representing other creative roles. Sponsors included Adobe, BenQ and HTeaO.

For Disbrow, the conference offered a combination of practical career advice and creative inspiration.