In Encode, Gabriel Alves sets forth his vision for creative designers, based on his personal experience and training. Alves argues that such designers are not artists in that they do not create original, inspired art for the sake of art; rather, their creative efforts are available “on commission,” as it were—clients hire designers to advance their vision for their business, project, etc. Sometimes this means taking a step back and tweaking the client’s vision; often it entails working closely with the client and perhaps a whole team of creative professionals to actually define and refine the client’s vision.
Alves offers his vision for creative designers, stressing that to be successful in their endeavors, they must step outside their comfort zones and embrace uncomfortableness. They must seek new and innovative ways of expressing the vision their clients wish to share with the world, and this often involves intensive collaboration with other design professionals, as well as those outside the design field. Alves provides several examples of the design process from his own professional background.
Success as a creative designer comes from a willingness to think outside the box, to create new visions, to see connections where others might not, to develop innovative ideas and approaches, and to deliver a quality product to the client. Alves offers a “toolkit”, a step-by-step outline explaining just how to engage in this seemingly simple but actually quite complex process.
Creative designers seeking to improve their bottom line, more fully develop their own creative process, or both would do well to read Encode thoroughly and use Alves’ toolkit as a guide to utilizing their talent and training more efficiently and effectively.