The Freelancers: Joe Diver on cultivating creative connections and collaborating with passion

In our interview series, The Freelancers, we dive into the challenging world of self-employment; discussing the highs, lows, and day-to-day requirements of freelancing at different design studios and brands as a career choice. For the eleventh entry in the series, we have the pleasure of sitting down with Joe Diver, a London-based designer who has taken an unconventional path into the world of freelance work. Diver’s thoughtful, minimalist approach – which seamlessly combines photography and typography – has resulted in stunning and impactful projects for the likes of private aviation firm EnterJet and renowned luggage company RIMOWA. Drawing from his background in project management and his passion for art and design, Diver guides us through his journey as a freelancer. Throughout our discussion, we explore various aspects of his practice, including his unique working style, noteworthy projects, his criteria for collaboration, achieving work-life balance, effective financial management, and the timeless value of self-initiated and conceptual projects.

PT Hey Joe! How are you?

JD I’m really well, thank you, Poppy. It’s been a very busy and productive start to the year with some exciting ongoing projects. How are things with you?

PT Nice! I’m not too bad, thank you :) To get things rolling, could you tell us about your journey into the world of freelance work? Would you say it suits your style of working?

JD I had a very unconventional pathway into this industry. I have always had a love for art and design since a young age. And I went to university to study business management with a focus on marketing and strategy, as this was also a passion of mine. After graduating, I worked at a global wealth management firm on the project management and project design side of corporate workstreams. While I enjoyed the role and met some great people, I felt my true calling and passion was in design. During my time in the role, my creative itch led me to freelance on the side working with various artists and brands.

After a year of working there I decided to take a leap of faith and jump into full time freelance work. My Dad wasn’t too fond of the idea at the time… However, I’ve had an incredible journey so far and worked with some brands I never thought possible. Dad is a happy man now!

Since starting out in the freelance world, I’ve found it really suits my style of working – it’s been a real revelation to be honest! I love the fact I get to meet such interesting people as well as the flexibility it gives me in terms of where and when I work.

PT That’s great to hear. Out of your recent work, which projects do you feel the most proud of? Why?

JD I am currently working with an amazing company called EnterJet. They are the first secure platform to connect private flyers with aircraft operators. I was brought in to help shape their art direction and social media strategy. With the company being very new, this has been an exciting opportunity for me to deliver some real impact whilst working alongside some incredibly innovative minds. I’m really happy with what we have achieved so far, and I’m looking forward to continuing to work with them.

I’m also proud of my partnership with RIMOWA last year. To work with such an iconic brand on a high profile campaign was personally a very fulfilling and privileged experience.

It is critically important to flex to client needs and satisfy their imperatives and deadlines.

PT When deciding who to collaborate with, what do you keep an eye out for? Do you have any ‘green flags’?

JD There are a couple of traits and characteristics I ideally seek when entering into a new client relationship. The first is quite traditional and classic – passion! For me, working with a passionate team or founder is so important. Minds that collaborate and are aligned in direction, focus, and vision tend to, in my opinion, achieve brilliant commercial and creative outcomes. I think it’s important for the client to feel both enthusiastic and excited for the future.

The other quality I look for is a unique or somewhat niche perspective. When a client has a different take on the industry to its competitors, I find some of the best and most valuable conversations can be had. This was definitely true with EnterJet.

PT Do you stick to the typical 9-5 format, or do you prefer to be more flexible in your hours?

JD My schedule is very client-centric, so no week is the same. I think it is critically important to flex to client needs and satisfy their imperatives and deadlines. The key to this is managing expectations early in the relationship, and agreeing how and when the client requires workstreams to be delivered.

Typically I try to stick to 9-5 as I enjoy this structure, and it means I can still separate my work from my personal life. However, I do operate more flexibly when required as I have a global client bank and therefore often work in line with different time zones. For example, I am currently working with an influencer marketing agency in LA. This means most of our communication happens later in my day over in London.

PT While it’s not the most fun topic, could you tell us about how you manage your finances as a freelancer?

JD I have a system I work from in my Google Workspace which allows me to create consistency and accuracy when managing business finances. I then use Stripe and Monzo Business to keep track of invoices, income and expenses. These platforms are a good experience for clients as they make the transaction process seamless for them, while keeping everything in tidy order for my accountant.

PT How do you tend to charge for your work? Also, how have you worked these out over time?

JD The way I charge for a project varies based on the client’s needs, but I prefer to operate with a project rate as I feel that value doesn’t just come from the work you’ve delivered for a project, but also the years of experience and skills that freelancers build over time. I spend a great deal of time with my clients really understanding the scope of the work required and talk them through bespoke pricing. This creates a trusting bond where costs, roles and responsibilities are crystal clear from inception. I believe that this is the best option for clients because they know exactly what they are paying for and understand the logic of the pricing.

Despite this, hourly pricing certainly has its place, as I am not tied to one approach. I am happy to give clients the choice.

It is really important to keep your feet on the ground and focus on your own path.

PT For those unaware, what is BCDFLOW? Could you tell us about it? What has the reception been like from other designers?

JD BCDFLOW is a separate company I set up last year to focus on helping predominantly young designers with their career and skill set development. When you open up Instagram, Are.na etc it can sometimes be overwhelming to see all of the beautiful work constantly being shared. Reaching those levels can sometimes feel unattainable and intimidating. I think it is really important to keep your feet on the ground and remember your own early entry and pathway. By helping other young peers thrive I feel I am hopefully helping encourage creativity in the industry I love.

The goal with BCDFLOW is to help alleviate some of the anxieties and challenges of starting out, and provide actionable teachings through my online community, coaching and mentorship. The response has been amazing – I lead a thriving community of budding designers who are upskilling, networking and producing great work. I also mentor/coach a number of students which I find really rewarding on a professional and personal level.

PT That’s brilliant! You’ve also expressed a lot of enthusiasm about self-initiated and conceptual projects. For freelancers specifically, why do you think that these are important?

JD I think conceptual work is important for a number of reasons. When you are starting out, it can allow you to build up a portfolio of work that you can showcase to peers and prospective clients. New freelancers should never be afraid to express and share their work, even if it wasn’t for a real client. Showing your vulnerability as a designer by being brave and bold with sharing conceptual work demonstrates authenticity.

It is important to acknowledge that I don’t think conceptual work should be limited to new designers. It is a practice I believe everyone should maintain throughout their career. It keeps you fresh and on your toes. Concepts give you total freedom to explore something creatively. While it can often be hard to find time to do this, these ideas can allow you to expand your skill set, stretch your professional capabilities and ultimately provide a better service to your clients.

PT So, thinking about the future…What are you most looking forward to this year?

JD I am really excited to be starting a new project with Superblue Miami alongside Mirko Musmeci next week. Working with an immersive art exhibition is a dream project for me as it aligns perfectly with my skill set and passions. The project is broad, spanning across multiple mediums. I’m really excited to work with such an impressive team and help play my part in taking Superblue to an even higher level.

Joe Diver