Harold Linton
By Mike Farley One of the greatest contrasts I’ve found between watershapers from the pool and spa industry and watershapers with backgrounds in landscape architecture is the way representatives of the two groups handle their portfolios. Landscape architects are taught that
It only makes sense that designers should promote themselves in ways that reflect their abilities.When we look at the materials many watershapers use to market their services, however, it's obvious that everything from
It only makes sense that designers should promote themselves in ways that reflect their abilities. When we look at the materials many watershapers use to market their services, however, it's obvious that everything from business cards to brochures and web sites has often been assembled without much attention being paid to how messages are conveyed in words, images or graphics. Recognizing these shortcomings in others prompted me to reflect on my own approach to marketing and promotion - which in turn led me to pick up a copy of Marketing for Architects and Designers by Harold Linton, Laura Clary and Steven Rost (W.W. Norton & Company, 2006). As the helpfully descriptive title indicates, this 150-page, beautifully illustrated text defines what designers need to know about
It only makes sense that designers should promote themselves in ways that reflect their abilities. When we look at the materials many watershapers use to market their services, however, it's obvious that everything from business cards to brochures and web sites has often been assembled without much attention being paid to how messages are conveyed in words, images or graphics. Recognizing these shortcomings in others prompted me to reflect on my own approach to marketing and promotion - which in turn led me to pick up a copy of Marketing for Architects and Designers by Harold Linton, Laura Clary and Steven Rost (W.W. Norton & Company, 2006). As the helpfully descriptive title indicates, this 150-page, beautifully illustrated text defines what designers need to know about
One of the greatest contrasts I've found between watershapers from the pool and spa industry and watershapers with backgrounds in landscape architecture is the way representatives of the two groups handle their portfolios. Landscape architects are taught that the way they present past work has everything to do with their ability to market their current design services. In the pool/spa industry, by contrast, designs are still rarely paid for and instead are offered as a means to winning a construction contract. In this context, portfolios tend to be far less sophisticated and generally cover examples of the company's work rather than that of an individual designer. That situation is (thank goodness) changing on several fronts, and it seems an opportune time for watershapers in general to step up in sophistication and focus on
