Perspective from Rachael Conti, Senior Graphic Designer at Advantage – a sponsorship and brand experience agency.
We all know the creative process can be difficult to kick start, and no one can simply dream up the perfect idea or campaign concept out of the blue. Within our own minds exists a cloud of unbridled ideas, and if we research, explore and obtain context, we can rein those thoughts in. It is important to understand how to think creatively and see a creative project through from beginning to end. With the proper tools in place, we can get our creative juices flowing. There are countless ways a designer can approach the creative process; however, here are a few steps I take to jumpstart that process and transport me from ideation to completion.
Asking the Right Questions
Asking ourselves the right questions is an excellent way to dig deeper into the project ask. Writing out the answers to these questions will give us a well-rounded understanding and will later inform our ideas. To start, I’ll grab some paper and a pen to answer the following questions:
What is it we are trying to do or say?
This could be a problem we are trying to solve. Or a call to action.
Why are we trying to do it or say it?
We can also ask, what is the purpose? Or why is it necessary? What are we trying to achieve?
Who is it we are trying to reach?
I describe our target audience. Are they male, female, unisex? High or low income? Do they have passions?
Why that particular audience?
What about this audience makes them prime subjects for listening to what we have to say or for receiving what we’re trying to give/sell them? Are they current customers with whom we want to deepen loyalty? Or are they not current customers, and we hope someday they will be? What makes them more likely to buy into the company or product?
How do we think we can reach that audience?
I think about their passions and what moves them to action. Where are they located or where can we find them? How do they consume information and content? Does the brand voice speak to them? If not, how can we change that? Is there a problem they have that we think we can solve?