Trusting the Creative Process

Creativity is an illusive process, one which is hard to quantify and even more difficult to explain. Many of our clients know their projects need creative problem solving but are not sure how to go about this.

On occasion, all agencies work with anxious clients that hamper the process. This interference can dilute the final product – an outcome that nobody wants. So, how do we manage this? What follows is a short checklist that will smooth the creative process a little for both parties:

1. Discovery

   

   Learning more about each other opens up lines of communication and puts you both on the same page.

2. Collaborate

   

   Clients are an integral part of the creative process. If a client is included, both parties have the opportunity to voice their opinions, define clear parameters and set expectations.

3. Fight for what you believe in

   

   Part of being a good designer is the art of selling your work. It’s one thing to know the work is good, but quite another to convince others of this. Clients appreciate honesty and integrity - they are paying for your expertise after all.

4. Work hard

   

   Creativity + hard work + passion = awesome outcomes. It’s as simple as that.

5. Don’t expect perfection the first time around

   

   Good design takes time and even the best creatives make mistakes. An integral part of the process is editing and polishing. It is very important that clients understand this as the expectation of a perfect 1st round has de-railed many a project.

6. Be Constructive

   

   As a client it is vital to offer criticism that is constructive, saying that it “needs to pop more” or “it isn’t working” doesn’t aid the designer in improving the final product

7. Designers are human

   There is a website called “Clients from Hell” that chronicles humorous and ridiculous requests that clients make of designers. Allow me to provide an example:

"Can you take 5 minutes and design us a logo?"

The above quote shows a fundamental disconnect between the client, who clearly has no idea how much time it takes to create a logo, and the designer, who is sure to have heart palpitations after reading this. Designers cannot expect clients to intuitively understand the design process - spending time educating a client at the beginning of the process can greatly aid in the smooth running of the project in the future.

1. Stick to deadlines

   Deadlines are the worst part of any project. Meeting a deadline on time and within budget is highly dependent on an on-going and reciprocal relationship between a creative agency and their client. Be honest and realistic when setting deadlines and be sure to give each other a heads up if a project is not going according to schedule.

2. Trust Each Other

   

   A good working relationship is founded on mutual respect and trust. Trust allows space for exploration, which can translate into something exceptional. Things may get a little rocky along the way, but these two characteristics will pull you through the bad times to achieve a successful result.