Creative Concepts - The Ideas People

Defining creativity is a tricky task. There is much debate regarding the definition of creativity with some arguing that creativity is a gift some are born with, some believe it is linked to mental illness, or genius and some believe that creativity can be taught through processes. This article is based on my perceptions of creativity and not the definition of others. Whatever the definition of creativity, for those that have it, it can give a unique perspective on the world and its contents.

Creativity appears to initially happen randomly, one gem of an idea coming into existence at the most peculiar of moments. It takes time to fully understand your own creativity, to nurture it and develop skills that allow you to tap into it, on demand. In business creativity can help in many ways, from the traditional 'design' to thinking about processes and people.

“ Whatever the definition of creativity... it can give a unique perspective on the world and its contents.”

Help or hinderance?

Without the necessary skills to nurture creativity and channel it, the end result, often, does not bear fruit. Conceptual ideas can change the world, but in business, truly conceptual ideas can be sometimes be met with scepticism. This is usually due to a lack of effective communication between the creative person and their audience.

Creative agencies can only be effective if there is clear communication between the agency and the client. As a measure of an agency's worth, you could argue that if they cannot communicate with the client, so that you understand the concept, The 2012 Olymic's Logo and Abbey's short lived rebrand then they will not be able to communicate the client's message to the target audience. This is not necessarily the result of a lack of creative skill, but a lack of direction and experience to implement creative ideas into effective solutions. The truth is that creativity, without guidance, is interesting but seldom profitable. Some examples of this failure in implementation are the Abbey National's re-brand, which was withdrawn within months, or, dare I mention it, the 2012 Olympics logo? Both designs are from respected creative agencies, but even large agencies can get it wrong if they have not researched the market, communicated with the client and implemented the creative idea correctly.

Logo creation and development

Logos, otherwise referred to as brand identities, start their existence as the vision of their creator, your design agency. Design agencies usually need to create many identities just to refine them to a set of three. The volume of ideas in a creative person is immense. The skill is to only put to paper (or computer) a selection of semi-refined ideas. This becomes the ideas board and a client rarely sees the ideas board. The volume of ideas in a creative person is immense. The skill is to only put to paper (or computer) a selection of semi-refined ideas If a client was to see potentially thirty ideas of their brand they could get distracted and the design process could grind to a halt. Your chosen design agency should ideally present to you a refined set of three to five concepts for an identity. DUSZA lean towards three, as the final two can often be easily discounted as effective brand identities. Dusza's selection usually encompasses one idea that we believe you will feel safe with, which interprets your requirements as you desire. The second idea we present will be what we believe your identity should be. This idea is sometimes a little more radical than the first but it is genuinely creative. As for the third idea, this one is the wild card. It usually is the one that came out of nowhere but could offer a completely different take on the identity.

During the first presentation it is essential that the agency listen carefully to the initial reactions of the client. When looking at prospective logos it is important to bear in mind that the logo is focused to communicate with you target audience and that is not necessarily you, so even if you do not initially identify with the proposed identity, give it time and always consider your design agency's rationale.

Creativity and innovation within your materials

Whether it is a website, printed stationery or business management process, creativity and innovation help you and your company succeed. If you would like to learn more about creativity and innovation within websites we have authored another article that may be of interest titled 'fundamentals of a great website'. If you're interested in printed material then our article 'achieving stunning print' will give you some good information.

Conclusion

So you should now be able to identify a truly creative agency, but also have the skills to know If your agency helps you to succeed then that will help them to succeed if your chosen agency also can evolve that creativity into something that ultimately will help you communicate with your audience. Your chosen agency should have clear communication with you at all times and create an honest and transparent working relationship, after all you both have the same goals. If your agency helps you to succeed then that will help them to succeed.

If you do not understand a concept then ask to have it clarified. Good communication is fundamental to any relationship so always have your questions answered.

DUSZA are a creative agency, and one that has integrity. If you would like more information on DUSZA have a quick read of our vision statement and our mission statement. These offer you an opportunity to find out the personality behind DUSZA. Alternatively get in touch now on 0845 094 6442 or email hello@dusza.co.uk and book a free, no obligation creative consultation with the lovely people at DUSZA.