02-20-2002 by Sheri Gillett, IDSA

The first step in any new endeavor is answering "Why?" As an Industrial designer I had worked in museum exhibit freelance, a product design firm and a display corporate environment.

One day I was sitting in my office, again I had a group of engineers all fired up and I had no idea why. The boundary between design and engineering is a huge gray area. The engineers' territory is fiercely protected and to tread upon it will evoke their wrath. The problem is that the boundaries are unclear. It would be a perfect world if in the corperate environment the varied groups could look past territories, egos, position and work for the good of the design. Working in consulting previously, I wanted to see clients treated with more respect, other employees treated fairly and promises kept. I just kept thinking "This could be done better."

I love design, my desire is to create great design. If there are better ideas and solutions bring them to the table. Improve the design. I have a strong work ethic and respect for clients. Integrity is very important to me. If I say I will do something, I will do just about anything to keep my word. Occasionally things happen in life but it should be the exception not the plan. I also expect others to be persons of their word. I had considered freelancing but I am also realistic about my capabilities. I am a very talented designer/artist. I have 6 years in Pro-E, solid works and 10 years in graphics programs. I have a strong engineering based mind and the ability to visualize in 3-d. I love research and problem solving. Whole design is primary. I have experience in mainly product design with some exhibit and display design. I know manufacturing process and materials. The design has to incorporate cost effectiveness, appropriate materials and manufacturing processes. But I really suck at sales and business. I just want to design.

It takes a group of people with varied expertise and talents working together to be successful. I knew I could create better design and maintain business integrity but I needed a business partner. Being realistic with what you are good and bad at, then partnering with others is essential. I met Colin and we worked out a partnership. He has vast experience in sales, marketing and business. He holds the same high standards and business ethics I do. His desire was to run a successful business. A firm that treats others right and is a great place to work. I respect and trust him both in his professional and personal life. This respect and trust is primary for any partnership. Rule one is open honesty, no games and upfront communication. This is extended to clients also. We determined to be upfront and fair. Open communication and to work toward solutions. We want long term client relationships.

We worked together on starting a design firm. We decided on Cree Design Group LLP. Picking a name was one of the hardest decisions. It becomes the first impression and description of what you want your firm to project. We went round and round with names, I liked “Whistle Punk Design” but it was a little too out there. We decided on Cree, it translates into “creates“, is short, easy to say and it is at the beginning of the alphabet. We ran a quick check to see if it was available, it was so we had the name registered. Looking at our skills and goals we decided Cree would specialize in product design and development, display and kiosk design and manufacture, marketing services, solid modeling and concept development.

Taking that first step is both frightening and exciting. I've heard leaving job security to risk it on your own takes either allot of guts or stupidity. I think it takes a belief in yourself, a desire to excel, willingness to work harder than you ever had and tenaciousness to never give up. We have those qualities. So we took the leap. Colin took care of the business end, I worked on the graphics end. A lot of time and work goes into a start up, licenses, naming, brochures, business cards, phone, address, web site, contracts and business contacts. We have our phone number, domain name, business cards, the brochure is at the printer, the website is the next project and it seems a million other things to do. Then there is the cost of a start up. Now with $2000+ in hardware and $8000+ in software, on top of all the other expenses (phone, domain….) we were committed to move ahead.

Taking a close look at our skills and direction we listed the resources we needed. We made contacts with others to round out our skill set and to have excellent design resources. We wanted to find the best services around and work with companies that provide top quality work.

Design Logic in Keizer Oregon, owner Carey Schmidt creates phenomenal product models and prototypes. His capabilities and experience are very impressive. Cree Design will use Design Logic a source for product models.

We needed manufacturing and engineering support so we could offer design through manufacture of displays and kiosks. Intex Exhibit Systems LLC has 30+ years experience in tradeshow, exhibit and display design. Matthias Kemeny , the owner, met with us about a partnership where we create sales and design and Intex Exhibit Systems LLC becomes the manufacturing partner. Intex Exhibit Systems LLC has outstanding manufacturing capabilities and a complete smooth running assembly operation. The quality of their work is excellent. They use creative in house solutions to design and build cost effective quality products. Matthias’s business has a commitment to quality service and design integrity.

We recently met with a sales group specializing in displays and kiosk. Cree Design Group will become the design partner for them. We supplied them with some renderings and info. We are in contact with a electronics manufacture and supplier. We have contacts with rapid prototypes, molders, machine shops, suppliers and other companies. Cree Design Group has years of design and sales experience and a network of expertise. We are off and rolling. Cree-Creates.
posted by sheri gillett on 2/19/2002 09:34:23 PM