Branding and digital design agency Slick’s 20 year evolution to client subscription model
As SLICK approaches its 20th year in business, Founder George Vasiliou and Creative Director, Aidan Bowden, reflect on their evolution, what makes the agency tick and how their subscription model is changing the game for them and their clients.
SLICK is a boutique branding and digital design agency that has been serving clients across WA and beyond for close to 20-years. Part of the first digital revolution, the agency has evolved from graphic design and logo development to delivering enterprise-level digital experiences for businesses of all shapes and sizes.
“Twenty years have flown by, it has been an incredible journey but we have never lost our start-up mentality,” explains Vasiliou.
“We have just been quietly doing our thing and then all of a sudden it’s been two decades. It has been a process of continuous reinvention for us. We’ve evolved every few years and I think that’s why we’re still thriving as a creative business.”
Bowden continues on the theme of reinvention and innovation. “I haven’t been on the journey as long as George but even in my time at SLICK, the way we think about the work has shifted. For me, that is what keeps it exciting. We don’t rest. It’s always about what’s next?”
One major shift in their operation has been the introduction of a subscription model to manage ongoing client engagements. Soft-launched late last year, the agency now has over 20 clients on monthly subscriptions with intentions to double that over the next 6-months. Clients can choose from 3 different subscription plans depending on their requirements with the ability to flex up, down or even pause depending on the volume of requests. It is the level of transparency and familiarity that Bowden feels resonates most with clients.
“Subscriptions are a significant part of our daily lives, from apps and podcasts to streaming services and software. However the adoption from the professional services sector has been surprisingly low.”
“Transparency was always a major factor for us, we wanted our clients to feel comfortable from the very first engagement which is why we took the decision to showcase our pricing on the website.”
“It is something that we have been toying with for years,” Vasiliou continues.
“The traditional model was becoming less and less appealing and sustainable for both sides. A subscription engagement ensures that both client and agency have skin in the game. It reduces wastage and ensures our clients have dedicated access to our people when they need it.”
Vasiliou recognises that it isn’t a one-size-fits-all solution. “We knew it wouldn’t be for everyone and that’s fine. We still engage clients on fixed-price projects when it makes commercial sense to do so, but subscriptions are certainly giving us a discernible point of difference in our business development conversations.”
Ramp-up time has also been drastically reduced thanks to the subscription model, enabling SLICK to add value from the very first conversation, something that Bowden has been keen to emphasise. “It takes the pressure off our clients. They can come to us with a problem and an aggressive deadline and we can start building from there. They don’t feel like they have to come to us with a perfectly formed brief. We can roll straight into discovery.”
“The subscription model is perfect for those businesses with limited resources”, continues Bowden. “SMEs with an embryonic marketing team or scale-ups who need to outsource. They want runs on the board and not be bogged down by an agency’s estimation process and timeline.”
The business benefits have also flowed through the agency’s operation as Vasiliou explains. “The old model was all peaks and troughs, crazy busy, then quieter moments. That can be hard to manage and is hard on people. The subscription model gives us a more consistent flow of work and protects our team against burn-out. It is predictable.”
So what next for SLICK?
“Keep going,” says Vasiliou. “Subscriptions will naturally form a significant part of our future offer and I am confident that a lot of our competitors are going to be looking at SLICK and borrowing where they can, so we need to stay ahead of the pack.”
“The work will always be central to what we do,” adds Bowden. “Branding, design and digital experience will remain our core but we are always looking to expand where it makes sense. Business consultancy and marketing strategy is a growing part of our offer and we have already doubled the number of ad campaign projects we have worked on this year. It’s exciting to discover the doors this model has unlocked for our agency.”