This is a slight rant on something I have been experiencing in the past few weeks.
I started out in this design/design business thing self taught. I learned to use the software and I’ve been sloughing away at it ever since. In the 7-8 years I’ve been doing this, I have probably designed up to thousands of pieces and artifacts – logos, mailers, flyers, websites, etc. Over time I have gotten good at delivering visually pleasing work quickly and within the chaotic constraints of the typical client service business.
For most creatives, the most exciting part of our work is the actual creative part, making the thing, the logo or the booklet or the poster. Many times I have fallen into the trap of becoming nothing more than a tool for the client, a pixel pusher. Do this, do that, move that there, without much regard for my opinion or ideas on what works. That was entirely my fault. I did not understand the value I brought to the table nor could I communicate that effectively.
In the chaotic landscape of client services, things tend to be frantic. Everything is always due yesterday. There is often not a good enough understanding of the connection between design output and business objectives. Design becomes a last minute exercise quickly producing pieces of communication without any form of strategy or intent.
This is a mistake.
Sure you can get a nice looking design out of a competent designer working this way. But creating design that actually works, design that clarifies your intentions and aims your efforts, design that sets u up for greater success beyond the project at hand, that is something else entirely. That is the love child of good process and talent.
The Design Method outlined by Eric Karjaluoto in his book goes as follows: Discovery – Planning – Creative – Application. Newbie designers and most clients are happy jumping right into the creative. However they miss out on the many benefits of engaging the first two steps.
Discovery allows you to fully understand the problem at hand, it gives you context. Ideally, the designer should be able to immerse himself/herself into the world of the client and understand how the business works, what the problems are and how the audience interacts with them. Discovery has the benefit of helping the client understand what’s really going on with the business. Are there gaps in the communications? Do you understand what you really do? Do you understand what you are selling? Do you have objectives, and do you know how you are going to achieve them?
Planning helps connect the insights from discovery to the nitty gritty of execution. It provides a plan of action of what needs to be done, targeted to whom and by when. It gives purpose to your efforts and ensures you don’t waste time going down rabbit holes.
Respecting the process transforms a simple brief for a website for a bus company to a holistic communication solution geared at increasing online sales. Instead of just a website, the client is steered towards adopting online marketing, referral campaigns and developing e-commerce solutions. A directive to design new labels for a budding craft beer brand now turns into the task of the defining and refreshing company brand in light of their new investment, offerings and aspirations. Instead of just labels, the brand is rewarded with a deeper understanding of itself and a roadmap for handling communications moving forward.
Rushing through the design process to the production bit might be satisfying in the short term, but you miss out on a ton of value left on the table in the long term.
Over the past few years, in my quest to become a better designer, I have been faced with two related ideas – the need for a good process, and consideration of the larger context.
A good process allows me as a designer to work in a way that is systematic. It helps me walk clients through the project from start to finish. I am also able to cover all the important points consistently, and the process allows me to build consequentially. Stage 1 provides a foundation of understanding around the project and goals, the next stage builds a framework to organize execution, and so on, until I get to designing outputs that are firmly rooted in insights and strategy.
As a designer, every design, every action taken sits within a larger context that will ultimately influence the success or failure of the project. If one jumps directly into design trying to make something cool and aesthetically dope, we end up with nothing more than superficial solutions. To have real impact, the work of the designer starts way before he puts pencil to paper or opens up that blank Photoshop canvas.
You have to ask yourself, ‘what is the client trying to achieve?’ – More sales? Increased awareness? Or are they simply trying to communicate to a specific audience? Considering the intent of the design project increases the chances of designing something appropriate and on target.
Engaging in this exercise can seem very time consuming. All you want to do is jump right in and do the fun stuff. But the step back is crucial. If you can define what the brand you working on is all about, who their audience is, what their key messaging is and their objectives are, you can set out a creative strategy framework that would allow the brand to be deployed beyond the specific output you are presently working on.
As an entrepreneur or business person, you may find yourself in need of a design output – a logo, a profile, a brochure, a website, or a full CI (Corporate Identity). It would do a world of good to clearly define your brand first. Your company or product sits in an ecosystem with multiple competitors, multiple audiences and numerous external forces. It is important to define clearly who you are, what you do, why you do it, who you do it for and who should care. It is important to know what is unique about you and the value you bring so you can consistently speak to that and with every subsequent release of communication you can reinforce your brand and build equity over time.
Understanding your brand and intent has the powerful effect of helping to direct your efforts in the day to day running of your business and its development. With a clear sense of who you are and what you do, you know how to focus your operations and work in line with your brand and maximize your returns. You won’t split your energy into pursuing things that seem interesting or opportunistic but are out of brand character. It will help you build a stronger more focused business over time.
Live with intention.
About 5 years ago, I wrote about the idea of looking at life as a design problem. As a designer, solving problems, or creating approaches to nebulous situations fascinates me. I enjoy balancing a mix of contradictory ideas to find a workable whole. The mindset and toolkits of the designer are uniquely positioned for innovation. They allow those who use them to create something remarkable.
Over the past few weeks, I’ve found myself thinking about ‘life by design’ – the idea that you can intentionally design the kind of life you want to live. Not a new concept at all, it’s the core idea of personal development. But I’m wondering what happens when you apply design techniques and thinking to life and growth.
I think that is my personal theme for the New Year. 2016 was a good year for me, despite the shit storm it was out there. I spent more than half of it pulling back, learning, digging deep and setting up foundation for the things I want to do next. It has shown me glimpses to the great power of planning; of strategy and letting your actions build on one another.
Sometimes we find ourselves in tough places, where external conditions are so strong that it seems near impossible to live the life we want. But still, there is some sort of way out. Being a designer means looking at what we want and taking stock of the situation at hand, and fighting until we find some way to make it work. There is a loophole to exploit; there is a different way of reframing the problem. The solution may have to be hard earned, but we will find it.
On a long enough timeline, you can innovate your way out of any problem.
Which means that no matter how bad things are today, something can be done, you can move from point A to point B. You can take action such that over time, you will grow into and live the life that you desire.
It starts with intention. To design anything, you need a brief, something to focus your efforts. Who do you want to be? What do you want to do? What do you want to have? What do you want to give? What obstacles do you face? Take a honest look in the mirror and take stock of yourself, your desires and your present situation.
Sometimes the solutions are obvious and simple. It’s getting ourselves to take action that is the tough part. You can design change into your life by transforming your environment to suit your new goals. You can set up your routine in such a way that it supports you and propels you forward. The company you keep, the media you consume, the habits you develop all drive your outcomes in seemingly innocuous but powerful ways.
More often than not, the solutions are not obvious. You will have to explore and experiment and endure the process. The more you ask, answer and tinker, the more you will learn and the answer will emerge.
It’s a proactive way of looking at the world. You acknowledging that though there is a lot we don’t control in the world, we are ultimately responsible for what we choose and what we do. Life is not a linear path, it meanders. It’s full of ups and downs, back and forths. It’s messy. But we are up to the task. We will live by design.
Coming up with ideas is fun. Executing them…not so much. Especially if you have a lot of inertia. You know, having a lot of ideas and not ever doing anything to make them a reality. And its true, making things happen can be hard, its messy. Have you ever seen an artist’s studio? Most times it’s a glorious chaos of paint and brushes everywhere, half done experiments and sketches, pieces of inspiration. Any form of creation requires a fair amount of mucking around, of doubting yourself, of false starts and detours…and of course…failure.
But if you embrace that mess, all that remains is the work. You just have to do the work. Execution isn’t pretty, it is quite messy, sometimes painful. Its banging your head against the wall for days on end looking for answers. Its long nights at the office or at your desk. But that’s where the real fun is. In stretching yourself and growing, wrestling with creation until it yields and you are rewarded with the rewards and the lovely side effect of deeper self knowledge and experience.
I made a piece of graphic art to remind myself of this concept, Check it out here.
Some days, all you have is the process…
If you want to achieve anything spectacular, it’s not going to happen in one furious instant of glory. It will take time and effort and death by a thousand cuts. You have to major in the day to day. You have to break down the big project, the big hairy audacious goal into its component parts and integrate those pieces into ur daily life. If you just focus on getting each day right, on eating the proverbial elephant one bite at a time, eventually the elephant will be done.
But you have to focus, and trust the process. Not just on the days when you are motivated and fired up, the days where everything goes your way. Even the days it seems like nothing is going right, when the challenges and pressure mounts up, or when people fall away because your thing is taking too long. All you need to do is focus on the process. One step after the other. On the good days, on the bad days, just keep ploughing through. One day, you will find yourself on the other side.
As you can see, this requires patience, and a clear long-term view. You have to be playing the long game here, and you have to be playing to win. It will help you stay focused, it will keep you from falling prey to distraction. The process helps to keep you accountable. It doesn’t matter what happened today, if that deal fell through, the client didn’t pay, your boss shouted at you, your girlfriend ignored you. Shit happens! The question is, did YOU do YOUR job, did you trust the process, did you handle that lil chunk of elephant meat for the day?
Especially if you feel like you are starting from the bottom, with the odds stacked against you; but you got big dreams and the stars in your eyes, then you better hunker down and get started on the process. Ignore all that noise around you, the naysayers, the social media, the petty shit and keep your mind and eyes dead focused on the prize. Write the piece, make the call, make the art, learn the skill, read the book, watch the documentary, take the chance, do your job for the day, rinse, repeat.
It’s no secret to anyone who knows me that I’m a big Kanye West fan. I knew the College dropout and Late registration when they came out, but he first truly struck a chord with me with the 808s and Heartbreaks album and since then I have been intrigued by his creative prowess and consistency in pushing the envelope in his craft.
A lot of people say Kanye has changed and they want him to go back to his old stuff and style. These are things people have been saying since he put out 808s. Last week I checked out a 20min video of a Kanye West interview from back in the day before ‘College dropout”…dropped. And I realized like I always suspected that Kanye hasn’t really changed, he has just become more Ye.
I grew up on self-help material and large parts of what I read and learn about today are ideas on life and how to live better and succeed better. A few days ago, Kay remarked to me how interesting it would be to interact with some of the greats at the time point just before they broke out, just to see where their mind was at. The interview with Ye was a time machine of sorts that helped us do that. This is what I learned.
- Sometimes what you love is slightly (or maybe even completely) off the path of what everyone else thinks is appropriate and safe for you. You have to make the decision to be serious about what you want and pursue it.
- There will be haters, naysayers, people who say it can’t be done or who just plain don’t believe in you. That’s fine, pursue your vision regardless, focus on perfecting your craft and soon it would be undeniable.
- Respect everyone equally. Nothing is promised and a lot can change very quickly in life, while you climbing that ladder, respect everyone and treat people well.
- Your work is your responsibility, be involved in every aspect, if something in your project doesn’t come out the way you wanted, that’s your fault.
- Nothing beats authenticity. Put your heart in your art.
- Take inspiration across disciplines, from movies, from art, from everywhere and have a strong creative vision.
- If you have a dream, go for it. You have to see it, believe it and just do it.
- The music is bigger than the media. Forget about the hype. Whatever you feel, whatever inspires you, go with that, and be true to that.