"Thinking creatively means two things:
thinking about what you see and visualizing what you think". —Alan Robbins
Good design creates an expression of thought and emotion while serving a purpose to answer a question. Creative thinking brings together artistic creation and the practical world of commerce. The best brands connect to the audience on an emotional level creating value as they develop into an asset.
Creative thinking requires three abilities:
PROBLEM SOLVING—the formulation of concepts and solutions
CREATIVITY—to see possibilities in any given problem or situation
VISUALIZATION—the representation of concepts in visual form
A design concept can be described as the creative solution to a design problem. If it doesn't solve a problem then it becomes self-indulgent, pointless talking. Graphic design is intelligence made visual.
Executing the design with color theory, typography and photo manipulation also determine the spirit of the message and visual voice linking the product to the audience. This actually communicates who you are, what you do and why you’re doing it. The Power of a Good Logo can mean the difference in standing out in a crowd of competition or becoming lost—while reflecting an "owned" quality.
Lori By Design is passionate about their clients and their projects, rarely working on stand alone pieces but incorporating them into something much larger. The best relationships occur in team settings with open communication. I provide that with a personal dedication to my clients and their brand by answering the “why” question and zeroing in on unique, owned qualities providing the core foundation for all good design solutions. By clarifying these objectives, creating a list and developing a strategy—great design produces great results. Discussing the questions on Building A Strategy are a great place to start.
Steady investment in design is rewarded by lasting competitiveness.
Design Council UK
Reasons to invest in brand identity:
- Make it easy for the customer to buy
- Make it easy for the sales force to sell
- Make it easy to build brand equity
Develop the concept
A concept can be defined as the creative solution to the design problem or objective for the website, print or multimedia project. It is the underlying rationale expressed through style, color, image and font selection. Everything—ABSOLUTELY EVERYTHING should have a reason to exist, or it is just extra and can create a disconnect from the primary purpose.
Creating a strategy statement clarifies the idea or design and puts it into words. Essential as part of a business plan proposing the idea to an owner or investor. A well-written concept statement sums up the idea providing a clear visualization and is made up of 3 - 4 sentences. The questions posed in Building a Strategy will start the process.
CREATIVE THINKING STARTS HERE...
- Ask questions and begin with Building a Strategy
- Gather information
- Background questions on history of company or organization
- Define the product, services or idea
- List anything related to the project
- Review past projects or collaterals
- Establish goals
- Talk it all the way through
- Discuss uniqueness
- Get to know your client
- Identify team players
- Discover likes and dislikes
- Determine criteria
- Review corporate structure
- Ultimate decision maker
- Significance of color, subliminal message and tone
- Idea behind logo (if in use)
- Summarize input to develop a logical flow of content and images
- Use a good dictionary or thesaurus
- Play with ideas or change directions
- Create a map or dummy book
- Sketch out roughs
- Write it out
- Let it rest + review with fresh eyes
- Share with others outside of scope
- Edits + revisions
- Produce + launch, print, post and share