Ash - Dogtag Creative Response

Ash responded but as her time was limited I sent her fewer questions and told her to only answer what she could manage. Although I have already been in contact with Ash, I feel my own practice relates more to Elaine's. I have also now built a great connection with Elaine and we have continued to keep in contact after the questions. I am also looking forward to hearing back from her regarding her mentorship program which I have applied for. 

Ash's response to my questions:

Hi Alex, at last, at chance to get back to you, hope you had a lovely christmas and a very happy new year to you and all the family:)

1. What steps did you take to get to where you are now? e.g. who did you talk to, collaborate with?

When I left art college back in 1995, I firstly, worked in a prepress dept in a printers to find out how jobs are printed. This was invaluable experience as I was able to learn about all the print finishes, types of stitching and papers all available to designers to enhance their designs, many designers don’t even know how to prepare a job for print, so this was a good starting point. From here I moved to work in an agency which offered design, marketing, PR and advertising and was a designer there for 4 years working as part of a team.  Then a senior designer post came up in an advertising agency and I worked there for a year, but I hated the advertising scene, all very fake…so for the next 13 years I was senior designer with a design company in Belfast. With the combined experience from all these companies I worked for and after a total of 21 years in the industry, I reckoned there was no time like the present to start my own company, I was more than capable of dealing with clients, costing work, designing work, preparing and taking control of the print management and of course invoicing, so I launched my own design company 'Dogtag Creative' in February 2016 and I will be three years old next month, so far so good!

2. How did you find your personal style? 

Every designer eventually creates their own style but it is so important to be able to adapt your styling to trends in the industry to stay fresh and always be in a position to push a client outside their comfort zone, so that both you and the client have a final design that is bespoke to them and that you are both excited about.

3. What tips would you give someone trying to find their own style?

Get as much experience with as many people as you can. Work as part of team to gain valuable constructive criticism, always be prepared to take criticism, it’s always good to get a fresh eye to look over your designs…but ultimately, you are the designer, you know what works and you should be confident in what you do. Eventually you become known for the way you work, but you must always be on trend and not afraid to try new styles to keep your designs alive and fresh.

4. In your professional career, what barriers have you had to overcome?

I have been pretty fortunate throughout my career to always have had good employers who had the best computers at hand and all keen to send their employees on courses to stay up to date with new software launched. I suppose one barrier I have never had the desire to beat is the web. I don’t design for web at all. I am a design for print girl as I have a love for a tangible design that can be lifted and touched and even the smell of a good print finish is just the best (yes, I think I need to get out more).

When I got married and my two boys came along, it was difficult to balance my career and my family…I never saw this as a barrier, but for women it is harder to move up the career ladder as fast as guys as you are out for a while having your kids….but I got back, and now have the best of both worlds, I work from home, so can take my kids to school and run my company doing the job I love, after 23 years, my work life balance is right for the first time, so never give up, if you really want something and work damn hard, you will get it!

5. What do you see as your best achievement so far and why?

Having the guts and determination to leave the security of a well paid job and start my own company. I am incredibly proud of Dogtag Creative and continue to work very hard to make it better and better. It isn’t easy and I work very long hours, most nights into the small hours when my kids are in bed, but I am my own boss doing a job I love and every time you see that look on a clients face when they see their finished design, well that just makes it all worthwhile. Being a graphic designer is incredibly rewarding and when you see your designs in public places or in a magazine you lift by chance, you never stop getting that buzz that will always be there with your completed designs.

I hope this helps Alex, apologies for the late reply.

Ash.

Ashley Bingham 
Graphic Designer
Dogtag Creative

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