Work on Spec has long been a very dirty word in the design industry. The AIGA’s stance on this issue is very established. But recently a number of big agencies such as Crispin, Porter + Bogusky and a new agency created by two former CP+B executives, Victors & Spoils, have embraced the concept under it’s new politically correct name of crowdsourcing.

Under this new model the company works with the client to define the project and then posts the project on sites such as crowdSPRING. Designers, or anyone for that matter, can then read the project requirements and submit a design. The agency and the client then choose the design they like best and pay that person the specified fee. So potentially thousands of designers spend their time on the project and one gets paid for their work. In the case of a CP+B project that was $1000.

Sounds like a great model for the agency and the client. Get thousands of hours of work for $1000. In the case of Victors & Spoils they come right out and say that the new model will lower their overhead and lower costs for clients. Heck it’s a win for everyone right? The clients pay a lot less for creative, the agency lowers it’s costs by hiring less full-time employees and not having to pay benefits, and creatives all over the world get a shot at doing work for big name clients.

A perfect model for the death of an industry. For the industry to survive it requires a continual infusion of new talent from a strong system of schools that educate the next generation. If the future career path for a design school graduate involves spending hour upon hour working away on projects that I have little to no chance of getting paid for, how long can a designer sustain this? If I am choosing a major and a career path I would find this a very scary choice. What career counselor would advise anyone to pursue this career?

Let’s do the math. Say I’m a hotshot designer and I can knock out a great logo or homepage design in 20 hours. I can work on two of these spec projects a week, 8 in a month. Say the prize is $1000 and I manage to actually win 25% of the projects I do. I just cleared a cool $2000 for the month. I’m guessing most people could probably work less hours and make more money waiting tables. And this assumes I get paid for 25% of the projects I do. WIth thousands of people competing for these projects the reality for even the best designers is probably much worse. And does this really even reward the best solutions? Every designer knows that the client doesn’t always pick the most innovative design you show them, so even being the best designer competing for a fee doesn’t guarantee you will get paid.

There will always be those who think only of themselves and how they can make the most money with little regard for the future. What legacy will they leave? Will there be any creatives left to care? Maybe they should go read the Lorax.