Brand Process (and Creativity)2:11 with Matt Yow
In 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. 0:00 I'm going to give an outline of the brand 0:06 process that I've documented and processed for awhile now. 0:08 There's four main stages with small parts that fit within each stage. 0:11 Each stage explicitly builds on the previous stage. 0:16 Feel free to customize or edit this process 0:19 to fit your workflow, time management and client relationship. 0:21 Keep in mind a lot of this process is internal, so some items 0:25 that might seem redundant to you or I are unique to our clients. 0:28 Not everything that we do faces the client. 0:31 Make their job as easy as possible so they let us do ours. 0:33 There's a good amount of research, documentation and conversation 0:37 that happens internally and doesn't involve the client's feedback. 0:40 When it comes to creating successful brand identities, 0:45 just beginning the process is a measure of success. 0:47 Project launch is often unfairly outweighed by project completion. 0:50 As designers we hope that our first concept is the best. 0:55 A successful beginning is conversational and combines an 0:58 understanding of client concerns with targeted research and preparation. 1:01 Trust the process. 1:06 In 1926, Graham Wallas, an English psychologist, 1:08 socialist and teacher wrote The art of thought. 1:12 Here, Wallace published one of the first models of the creative process. 1:15 The five steps include preparation, reading any introductory 1:19 brief and familiarizing yourself with the client and project. 1:22 Explore the problem and its scope. 1:26 Then, incubation. 1:28 Let it simmer a bit, have a coffee, take a break. 1:29 Your unconscious mind is piecing together possible solutions and potential, while 1:33 your conscious mind seems to work as if there is no problem. 1:36 Next is intimation. 1:39 Getting more familiar with the project, the 1:41 process, and feeling the solution is close. 1:43 Illumination or revelation. 1:46 Realize the solution, Clarity and thought as 1:48 it rushes into being and swells into conclusion. 1:51 There is a conscious awareness of the solution. 1:54 And finally, verification. 1:57 The idea, the solution is consciously verified, elaborated and then applied. 2:00 But just like Michael Jackson put it, no one 2:06 really can say what the creative process really is. 2:08
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