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O B S E R V A T I O N S : The Picket Fence
A white picket fence surrounding a suburban home once represented the American dream. The elements of that fence (the posts, pickets and rails) also represent a metaphor for a dream design office; The Picket Fence.
A fence, as a design office, also consisted of posts, pickets and rails. The POST carries the weight and stability of the office, supporting the pickets and the rails. These are well established, senior designers, experts with titles like Creative Directors, Design Directors, Director of Communication etc.
The vertical PICKETS represent designers with some meaningful experience, possibly as a sole proprietor, right out of school and/or those with more than a few years working for others. For the most part they work independently and vertically. They manage almost every aspect of the assignment, from first client interviews, through the exploration process, to and throughout the implementation stage.
The RAILS are positioned perpendicular to the pickets. Both the top and bottom rails represent groups (not designers) supporting and facilitating the efforts and energies of the designers. The rails manage the logistical, clerical, sales and accounting needs of the individual designers and the design office.
Clients benefit because they get the complete attention and initiative of an individual fully dedicated to serving them and the needs of their audiences under the supervision of an experienced and actively engaged principal. While, over time all of the mid-level designers will grow creatively, some will become partners, some will open their own offices and others will move into any number of creative endeavors.
The Picket Fence structure protects and nurtures talented individuals while they focus on productive and relevant solutions