As a professional Vancouver design company, we are constantly surprised by requests to submit speculative work. Our Principal/Creative Director, Kim Pickett, is a member of the Society of Graphic Designers of Canada (GDC), so we must uphold the GDC code of ethics. For those who don’t know, spec work is against the code.

What is Spec Work?

“Spec work” is work that is done without any guarantee of compensation. Sometimes, companies will ask designers to submit spec work in order to attain a job. Outsourcing design work to a large group of people in order to find the best execution (known as “crowdsourcing”) is another form of spec work.

Agencies like Burnaby’s HiretheWorld have popularized so-called design or idea “contests.” Rather than hire qualified professionals, these agencies put out a call for entrants on behalf of companies seeking design work. The designer who “wins”, gets the job. The others are out both time and money.

What’s Wrong With This?

Competitions can be a good way to source ideas from creative minds everywhere. However, client-designer relationships play a crucial role in achieving marketing goals. Spec work is often incompatible with a client’s brand positioning, marketing strategies and target audience. This can result in inefficiencies and increased costs to the client. According to the GDC, spec work “hardly ever gets to the market.” Clients who choose to foster a relationship with their designer will reap tremendous benefits and ROI.

Many clients may be unaware of the pros vs. cons of requesting spec work. Perhaps they have never worked with a designer before and want to make sure they are hiring the right firm. An alternative to requesting spec work is education. The GDC provides resources to clients seeking designers, including the design buyers guide. This guide addresses the design process, how to evaluate design needs, and how to choose and work with designers. Rather than crowdsource spec work, clients could interview certified designers and assess their portfolios.