“Unity and freedom accelerate the team’s motivation” — by Red Collar ＜vol.11＞
Our 11th interview is with the winner of Best Agency Of the Year at the DOTY 2017 by CSS Design Awards, Red Collar. Just how do they feel about being regarded as the leading company in the domestic Russian sphere of digital production. We tried finding out through an interview.
Question 1：
Please tell us about your company.
Red Collar is located in a modern loft office on the territory of a former textile mill in Voronezh, Russia. We were established in 2011 by two friends who were course mates and who still work at the company. One of them is Denis Lomov, who is the Creative director of Red Collar and the face of the company. Both of our founders tried working in different digital companies in Voronezh, but couldn’t find a workplace that satisfied them, so they decided to create their own company — a place where it’s nice to work and create.
Today, Red Collar has 3 Digital producers, 5 Frontend developers (including high-class Creative frontend devs), 6 Web designers, and of course PR, Content, and Account managers — 22 people in total.
We create impressive digital solutions that help brands reach people’s hearts and minds. In particular, we make websites and brand campaigns, although our work is not limited to that.
Question 2：
On what basis does your company decide to take on projects and start working?
The first thing we consider is the budget of the project. It is also important that the client is on the same wavelength as we are on certain things.
Question 3：
When your team starts a new project, what work process do your members follow?
One of the Digital producer starts by understanding the tasks, getting information about the project, learning about the client’s expectations, and briefing. The scope of work is then defined based on previous information: the structure of site or elements of branding is stated, including timing and the number of hours required.
Next, the creative concept is created by all the team members, and based on that concept, the designers make sketches that are later transformed into design concepts. Then goes frontend development, backend development, filling in content (if we are working on a website), and of course, testing.
Question 4：
Who has the decision making power on your projects? If there is no such person, how do you proceed flexibly?
There is such a person: our Art director, who controls all the projects alongside Digital producers. He pays particular attention to the start — the creative concept of the project, and to the end — bringing all the details to perfection. Additionally, he oversees each step of the project and makes corrections if needed. This allows us to get better results, to maintain high standards in our projects, and to ensure continuity in style and quality.
Question 5：
Please tell us about the characteristics of your clients. Also, what percentage of your work is international and domestic?
The characteristics of clients can be totally different, as we work within many spheres of business — from personal websites for celebrities and European logistics companies to branding for one of the largest state universities. As for the percentage, around 40% of our projects are international and 60% are domestic.
There are loads of digital companies in Russia, but we’ve found our niche and have even entered the international market, and there are clients who come to us to get a quality product. There are hundreds of thousands of digital and design companies across the world, and to stand out one has to be the best. Of course, most of the project requests come from Russia-based companies, but we also hope to work with big like-minded brands that are known all over the world.
Question 6：
Has your team ever experienced difficulties while working with international clients?
All of our Digital producers speak English fluently, so, fortunately there haven’t been any language or cultural barriers so far.
Question 7：
What kind of strategy do you use in making contracts with your clients?
All of our work is divided into steps (as we described in a reply above) and every step is done after full upfront payment.
Question 8：
Does your company allow employees to work from home or to have second jobs?
We believe that team spirit is very important, as well as everyone knowing what is going on in the agency. Our office is an open space where people are constantly chatting, sharing, discussing projects. To be away from this for too long means to fall out of the team, to get less motivation and important information — all of this leads to underachievement from employees. It is possible to work from home under special conditions and for a limited amount of time.
Working conditions in general don’t make anyone think of getting another job. It isn’t prohibited to have one, though.
Question 9：
In what ways does your company provide a good working environment for employees?
The team is the most important thing. First of all, we provide comfort in the office: the best equipment, comfortable chairs, a lounge zone, and maximum freedom, including time and movement. We can play darts, lay on the couch, go have lunch, or take a break anytime. It is very important for creative professionals to have inspiration and motivation to work — then, everything goes well. That’s the comfort we create.
Question 10：
How does your company keep staff motivated to work?
We all celebrate every big win together in a bar, feeling proud, discussing, and planning new achievements. The particular team that created the winning project gets a monetary bonus.
Question 11：
On instagram, I saw a photo from a TV interview about Red Collar winning CSS Design Awards Best Agency of the year. As a winner of that award, do people in Russia give you their attention and interest?
The interest in our victory from people who don’t belong to the same professional sphere probably stems from pride for the city and the country in terms of digital sphere development.
Question 12：
Finally, what as a company do you believe is the most important requirement for doing “good work?”
Love for what you’re doing and the aspiration to be perfect in every detail.
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