Clients come to us with problems that require visually creative solutions. Whether they know it or not, they need their brands to speak and they do not know how to bring them to life. They have a vision of functionality and purpose but no idea how the tool to help them perform said tasks needs to look like, and so they come to us to build it for them from scratch, to hear out their dream and visualize how to bring it to life.
Structuring the creative process is paramount. Scope and project parameters are integral aspects of the creative brief. The combination of them all guides our thinking and serve as the map (deadlines, audiences, desired results) to move us into the research and ideation process.
Defining “creative” depends on what you are trying to communicate and to whom. Describe the ultimate goal of the visuals? How can they better communicate to the intended audience? Here, we transition into the exploration phase. To make something better, you have to first make it different. Here are some infinite numbers of ways to make something different:
Getting your idea right is only half the work: the point of impact is purely dependent on execution. Many projects have great ideas but fail to make an impact because of poor execution and implementation. As a subject, design is very subjective and as such, we use a plethora of components to develop objective concepts:
- Size: Use of size and scale to really create some visual drama—and tell a whole different story. When changing the size of one element in contrast to another element.
- Color: Color has a powerful ability to tell a story. As one of the strongest assets in the designer’s toolbox, it can serve as a base to establish the type of mood and energy conveyed by the visual.
our natural perception of color is dependent on light, color is especially helpful when defining time of day and location
- Shape: making shapes work to better communicate the message. A more drastic change, such as simplifying the geometry, can completely alter energy.
- Pattern: Developing and underlying grid that forms the pattern composition through which flow can be altered ever so slightly.
- Texture: portraying texture on images in order to suggest to the eye based on memories of previous encounters – elude texture to surfaces.
- Form: Use of 2d, 3d or 4d on whole objects or very subtly on edges, slivers of the whole object to change the form of the image.
- Lighting: use of high or low contrast.
- Style: use of classic, traditional, modern or contemporary styles to appeal to the intended market and to meet the desired goal.
this is the ultimate marker of ‘getting it right’ for brands. Consistency in tone, look, application and visual is the ‘true north’ for brands. It marks the fact that proper assessments and analysis of the same were conducted from the very beginning of brand development and this map is what is in use to guide brand direction. Consistency is integral for brand relatability and identification with audiences.
A brand needs to constantly realign itself to changing market needs as well as to the Company’s changing goals and objectives. It needs to be able to listen to what its customers are saying and not saying to formulate a more effective way to communicate and listen and meet needs.
Designers are tasked with creating high impact visual experiences, over and over. Good ideas must be executed in a uniquely memorable way to truly leave a mark. Getting there, though, is a journey. And it requires constantly making things better, bringing something new and engaging into the world. Clients approach us with problems that require visually creative solutions: start-ups need a branded visual voice; established companies need new websites that align more with their current needs and goals; organizations launch campaigns that must excite the viewer at every point of interaction—the design challenge grows!