Five things every creative team should be doing right now
The work doesn’t stop because the world is facing difficult times. In fact, it may be more important than ever that we tell the right story at the right time.
As creative director for projects ranging from not-for-profits and educational institutions as well as performing arts groups to hair products, my job often has me developing the look or story of a company or product. These are some great truths I’ve learned. Most apply to our work and our lives.
Here are some pointers for your design teams and creatives:
1.REMAIN ALERT
In the midst of the current pandemic and great social strife, creative directors must remain aware, even hyper-aware of all that is around us. Regardless of what product we are promoting, or what narrative we craft, we must acknowledge the climate in which that product exists, and even pivot slightly if need be. If not, the product may drift into obscurity.
2. FIND THE TRUTH
The waters are choppy. The terrain is unpredictable. That’s alright. It just means we have to safely secure our feet in some truth. Whether at sea or on shore, we must find the steady surface underfoot. What features of your product remain relevant regardless of the challenges we are facing? What great truths of that product rise tall in the face of such adversity?
3. RESPOND, DON’T REACT
I don’t remember if it was my third-grade teacher or my church’s pastor who said it first- but I’ve never forgotten it. When we react, we typically do so in the midst of heightened emotion, and occasionally over-speak and under-listen. Sometimes a day or two can provide great insight into the ideal framework for your product or company.
4. MAKE IT PERSONAL
Somebody loves your product. Someone is surprised by it. Someone thinks your company is the greatest. Don’t stand above. Get down into the thick of it. Call a customer. Ask them what they think. Their story may be the perfect narrative to frame your product. Even if it isn’t, you’ll find yourself with a real human being– one who experienced your product in a way you never could. And you’ll connect.
5. LISTEN & BREATHE
Finally, it can all be overwhelming. That’s okay. Listen to your team. They’re in this, too. Then breathe deep, and exhale. You’ll have more ideas tomorrow. But for now, take some time to be.
