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Brand Process (and Creativity)
2:11In this video, we'll outline the brand process that Matt has been documenting and practicing for some time.
[SOUND] Now we dive into the deep end.
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I'm going to give an outline of the brand
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process that I've documented and processed
for awhile now.
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There's four main stages with small parts
that fit within each stage.
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Each stage explicitly builds on the
previous stage.
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Feel free to customize or edit this
process
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to fit your workflow, time management and
client relationship.
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Keep in mind a lot of this process is
internal, so some items
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that might seem redundant to you or I are
unique to our clients.
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Not everything that we do faces the
client.
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Make their job as easy as possible so they
let us do ours.
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There's a good amount of research,
documentation and conversation
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that happens internally and doesn't
involve the client's feedback.
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When it comes to creating successful brand
identities,
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just beginning the process is a measure of
success.
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Project launch is often unfairly
outweighed by project completion.
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As designers we hope that our first
concept is the best.
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A successful beginning is conversational
and combines an
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understanding of client concerns with
targeted research and preparation.
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Trust the process.
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In 1926, Graham Wallas, an English
psychologist,
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socialist and teacher wrote The art of
thought.
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Here, Wallace published one of the first
models of the creative process.
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The five steps include preparation,
reading any introductory
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brief and familiarizing yourself with the
client and project.
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Explore the problem and its scope.
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Then, incubation.
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Let it simmer a bit, have a coffee, take a
break.
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Your unconscious mind is piecing together
possible solutions and potential, while
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your conscious mind seems to work as if
there is no problem.
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Next is intimation.
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Getting more familiar with the project,
the
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process, and feeling the solution is
close.
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Illumination or revelation.
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Realize the solution, Clarity and thought
as
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it rushes into being and swells into
conclusion.
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There is a conscious awareness of the
solution.
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And finally, verification.
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The idea, the solution is consciously
verified, elaborated and then applied.
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But just like Michael Jackson put it, no
one
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really can say what the creative process
really is.
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