Communicating creative vision to the team
and to the client.
Just as important as skills with Photoshop or a Wacom is the skill to communicate with fellow designers, clients, developers, or a wider audience about brand, intent, and the importance of consistency. Good design, good writing, good experience and well-reasoned rationale lead to clear education and the execution of your creative vision.
Once inspiration has taken root, one of the principal challenges to any creative team—or even to the individual wrestling with myriad deliverables—is the extension and standardization of a visual system. How does it look on the home page? On a smartphone? A tablet? Another OS? A booklet? A billboard? An email? What about the side of a van? Or on TV? On the radio? And how do we ensure that everyone on our team—designers, artists, developers, copywriters—has the same vision and speaks the same visual language? What about other agencies? What about the client?
This requires big thinking. And longue durée thinking. How will our system work in foreign markets? In Arabic? In Chinese? How will it evolve in a year? In two or ten? How do we set ourselves up for success so that this campaign outperforms expectations and keeps the client coming back for more?
Good vision, great planning, and flexible but well-communicated vision sets expectations and helps creative teams save time while reducing frustration and improving consistency.