Cryptic Mindin' Hysteria _______________________

Creative Concept

2005-01-07T23:22:00.000-08:00

Written by Carole Guevin

Definitions:

Creative: showing ability or power to conceive, given to creating, make an impression

Concept: the originating of something in the mind, imagine as possible, a generic idea abstracted from particular instances, foresee result(s)

Thus, a creative concept is a generic idea conceived to make an impression, carrying meaning and generating understanding.

The context:

The grand scheme meaning attribution in short, the buzzword *creative*, is way far too reaching like a huge canopy falling all over a wide range of activities and too often, misinterpreted as *expression* or *production* activities.

Keep in mind the fundamental difference between expression and impression. One use the prefix *ex* as in external or exterior the latter uses the prefix *in/im* pointing to *internal* or *interior*.

So, when one is creative, it refers in its strict first meaning: to inner activity. In this article, I will try to (re)define what is a creative concept and its role in the process chain necessary to deliver a powerful project.

The word creative stems from the word conceive... which is most of the time in reference with human conception, done inside, one that is private, hidden, and unseen. Interestingly, being creative is not a public activity and demands as such, a proper environment setting in order for you to conceive with brilliance.

The environment:

Let's assume you have landed a new project and you have the client's brief in hand. You need to immerse yourself with this new information and challenge. You need to set in motion new thought patterns because your task is to generate a new way of messaging the client service/product. You need to find a powerful concept. You need to shift yourself into parallel thinking - which means all ideas are possible or perhaps you are more familiar with the out of the box process. To achieve this, you have to let go of immediate environment and preoccupations. One thing that blocks creativity is stress. The worst ideas come from stress-induced decisions. Remember the core immediate meaning of *being* creative means you need to retreat *inside*.

Do one or two things first:

Absorption of new information is best done when the mind can drift. So is your studio or workstation the appropriate physical place? If yes, then grab your favorite music and headphones, put it loud enough so that it occupies first plan in your attention. If the studio is not suitable, go to a favorite spot like a library; anywhere a place actually, where external stimulations are present but not overwhelmingly so. In order for the mind to find the right drifting environment - daily stimuli must be shutdown temporarily. By the way, the studio war room as known as the boardroom is NOT a good place. Why? As humans, we associate activities with certain places - it conditions certain activities. When you're in the kitchen - you will be drawn to the fridge to grab a snack, etc. Well, you get the general idea. So the war room, is dedicated to meeting with clients for presentations or to brainstorm with your colleagues both *external/exterior* activities and aimed at outside results - it is an out-going mode. To come up with a creative concept, you must be in an *in-going* mode.

Conditioning yourself to have set steps i.e. a recipe, to conduct internal mind drifting, demands discipline and some preparation ahead. Most important: find the one that works for you. Remember your workstation is associated with *production* activities again, make sure you are capable of inducing this interior retreat. No matter what your recipe is - to be creative - you need to permit your mind to shutdown to present activities, stimuli, and preoccupations. You need to wander in your imagination in an unrestrained and free fashion. You need to be in the proper mindset to conceive new ideas.

Also - if you think the environment to be a foolish step - let me remind you that, what you need to attempt is to overcome your client's past communication history and strategies (and in fact, that's ALL they remember) and you were hired to come up with something new that will support their branding mission. That is a sobering fact and a huge responsibility. Coming up with something NEW is a really big challenge since you will have to convey your *concept* in a way that the client gets the right impression and understanding.

Blank pad page #1:

Now you’re settled and ready to start. The only things you need for this first exercise is a blank pad, pen, highlighter, dictionary and client brief. Take the brief - read it slowly. Write down in a list style, keywords or elements that seem to *jump* out. Now turn the brief pages face down, flip to a new page and write the five first words that come to mind in a cluster like fashion - meaning spread them on the page as you see fit with a lot of blank space between them. Write your own definition of that word. No intellectual justification - right off - write what it means to you.

Then, look up each words in the dictionary - one that has a thesaurus included is even better so you can get a vast array of similar meaning, synonymous words. Around the word using arrows - look for the *meaning* that explains best the words you've written. Keep in mind - that the words are already half-processed thoughts. The exercise is to help give form to your intuitive thinking. Let yourself absorb the meaning... and when you stop thinking, go the next word on the page. Going three meaning deep for each words should be your limit. Don't summarize the definitions in more than five to seven words. They have to be concise - if you can't make them concise - move on - the thought evocation is too complex - if you can't synthesize it - nor will anybody else. Don't try to apply these to your own definitions or to client's mandate yet. Just enjoy and marvel at the meaning of these words, at the newly found knowlege. You will discover that you probably knew of the first level meaning of a word but will discover, up to six or seven more levels. Bottom line: we don't know what words really mean.

Also, look up the words that are part of the definitions. This deepens the meaning... do so until you have no more interest in the word - or the next definition, becomes unrelated. Follow these leisurely as long as your interest is sustained. As soon as you loose interest, move to another.

Blank pad page #2

Flip to another blank page. Reread your cluster of words - and try to instantly grasp sentences that stand out. Write these down in cluster style again, meaning spread the different sentences all over the page. Then expand upon these - in a short sentence of four to five words. Think liner style. Think concise. Think punchy. Try to connect some definitions together using arrows. Doesn't matter if the 1st page starts to look like a visual mess. It's ok. It's your first take at following what I call an *unformed leading thought*. Don't push it. Don't rationalize. Just connect the different ideas, let your imagination drift. Keep on rereading - after a while - a pattern will emerge. It's like a glimpse into a possible scheme of thought, a primitive structure or just a new understanding.

Blank pad page #3

The next step is to isolate the fuzzy structures. Write down whatever thoughts you have retained from steps #1 and #2. NO longer than a 2-3 sentences paragraph.
Try storytelling.
Example:
1) He rings
2) she answers
3) he walks away...
This is a delicate step. Your mind is, at this point, impregnated and saturated. You might feel a rush to write 2 pages right on the spot. BUT don't do it! The creative *cream* is churning. Go to step #4.

Blank pad page #4

Reread - pages #1 to #3 - write the most worthy combinations of words in a single sentence. At this point you can see *images*. You should be envisioning something, meaning, you should be able to have a good inner visualization of the thoughts you have retained. If you can't - scrapt it. Keep only those for which you *see* something. It can be color, it can be a graphic form, it can be a picture, and it can be a whole story. At this point, what you retain, is what you envision as possible and you're ready to attempt giving it a *face* i.e. a design.

What is a concept?

A concept is a string of ideas. As oppose to an idea, which is, a stand-alone direction. An idea is not enough to make a concept with. A concept is feasible, can be carried out and you should actually be able to produce a rough mock-up. A concept holds many ideas together; an idea is like a lego block not the final construction. The final construction is the concept.

A creative concept has the role of achieving *credibility and believability* for your client's service/product. Beware, big sign flashing here: don't lie or twist meaning. The *creative* exercise is to immerse yourself in the true meaning of words upon which you will build a new message. For example: your client has a new product and doesn't know how to present it? He has a problem. As communication designers, our role is to solve problems using visual and textual designs "to generate a perceived quality; perception of which, is based on facts of trustworthiness and expertise". At this point, you should have at least two or three conceptual leads to start with. Next, you build the first design mock-up. Do it as close as possible to your *initial* concise sentence (scenario). Either draw it on paper - or if the *image* is clear enough, do a quick photoshop iteration. This is your starting point. Then brainstorm with your team. While having the meeting - present your sentences, use your note if necessary - open the discussion and listen to the feedback. THEN show your mock-ups. If no team, an alter ego or trusted sources will do.

The session you will see - will turn out to be so energized and full of enthusiasm and, lastly, will avoid costly waste of time. Trying to search for the *concept* in a group effort is a no-no: remember conceptualization is an inner process and brainstorming an out-going process. Never start a project on a single idea. Build a solid creative concept first and watch both client and team members get charged with expectations.

To a New Designer

2005-01-03T13:01:00.000-08:00

Written by Carole Guevin

You are fresh, you are out, you are entering the field, you are charged, you are ready to storm the industry and imprint your mark with your wits and talent! Great! Now, I would like to share some thinking paths to munch over and pitfalls to avoid so you can successfully make it happen and avoid common mistakes befalling inexperienced designers.

Wanting to 'achieve' without taking the time it takes to learn the trade.

I know this doesn't sound too much fun; patience is a virtue that demands time and as enthused as you are this might be a complete turn off. Hear me out. You have talent; you know you have talent; you have had great grades and / or projects while completing your education that prove it... but... that is step one. Learning the trade is altogether another *education*.

You probably were exposed to either one of these two design styles as your education basis: a) the Bauhaus school, whereas objectivity / abstract / minimalist style rules b) the Expression school, whereas subjective / intuition / self-expression style rules.

Real life experience will demand being confronted by the myriad mix of these two different thought trends because the studio / agency where you will land your first job, will be composed of either one of these design thought schools, or a mix of both, each to a different degree of application. So, keep in mind that, learning the trade will be about being challenged to evaluate what is expected from you, to deliver. Getting hired will also be dependent on the *flavor* advocated by your new boss and how you *fit* the studio particular mix.

*Design* is preoccupied with communication and meaning:
a) As 'art', is concerned with content and expression
b) As 'science', it is the systematic presentation of objective information
c) As 'language', is concerned with the audience's reading or interpretation of text and content 1

So since being hired is about getting to learn the trade, the above definitions will be the grid, the template upon which you need to build your career. Needless to say - there is NO such thing as a one-fits-all-recipe. So one of your most foremost qualities will be flexibility.

You will need flexibility in adapting what you have learned to the tasks at hand. You will need flexibility in adapting what you know to tasks at hand. You will need flexibility, when learning creative processes developed by a particular studio or another. The only thing that can prevent you from growing - is to think you don't need to.

Why is that?

We all were newbies.
There will always be newbies.
We all need to be newbies.
Trying to jump or skip over this step is like expecting a toddler to act as a savvy and experienced CEO.

You would be the first to freak out if your boss' 10 years old was presented to you as the Art Director to which you need to report. Innately, we know that somebody of experience needs to be on top of the game. Read well - top of the game - not on top of YOU. A good tutor is one that is filled with passion (and immense patience) at wanting to turn this new grad into an empowered designer.

Experience - when looking for that 'growing' place - your new job - is the determinant quality that you are looking for from the studio. Make sure they show a true interest in training you; which will translate in a well explained agenda and objectives for you to meet; make sure 'they' have the required experience to train you.

If, you are proposed or hired to act as a senior designer while a junior… keep in mind that only your ego is flattered, and most probably you will end-up failing miserably and / or worst, being fired. You can't gap with talent, academia, passion and willpower the time it takes to acquire experience.

So, your talent is the starting point.

You come to the potential hiring studio with a diamond in the rough: your 'talent'. This is what you bring to the table, your part of the bargaining and deal. No more - but - no less.

In my experience, one of the saddest situations is the 'vanity' of talent. After too many years to mention as a designer, though I know I have 'talent' - the pressure I feel is my constant inadequacy before challenges (what I don't know) that propels me to learn, learn and learn. So talent is NOT all. Sorry.

Accept that it takes many 'cuts' to make a rough diamond into a sparkling precious gem and then, you are on the right track to succeed.

Next, acquiring experience is the evolving point.

I would liken 'experience' to being the sum of numerous confrontations, which held both true and false assumptions. First of all, having experience makes you no close to perfection, as perfection is NOT attainable. Well not here on planet earth. So experience is fallible. That being said what do you think will make you *evolve* past the stage of newbieness? Well the passing on to you of others' (fallible) experience.

Ah! And you thought this was a passive process? Acquiring experience is developing an acute sense of what has or not value; or what works or doesn't; or what is a good or bad idea; or what communicates or not; what makes clients happy or not. Bottom line, experience is evolution; it is a transforming stage. You need to be extra critical yet not criticize constantly. You need to be ascertaining what has value and yet not devaluate. You need to develop value knowledge and yet not be moralistic.

Experience acquisition can be subtle and done with extreme intellectual refinement; sometimes the experience is like a leashing chard that blows you to the core, brutal, and leaves you in pieces. Yet, through these sweet and sour situations, you need to make up YOUR mind, take decisions that are in fact shaping your career. Confrontation is not subtle.

Here we are, you have now a basic canvas of values, processes, experiences and sweet and sour projects under your belt. Now if you think your newly acquired experience is enough to promote you to senior work. Attention! Hitting the wall at 100 miles / hour sign straight ahead. Why you say? Isn't acquiring experience what makes me a good designer?

Nein, no, nenni, non!!!

Confrontation with 'others' ideas is the fine-tuning point!

Yes at time, you will think you will succumb, explode or implode. Yes at time, you will want to storm right out of there. Yes at time, you will think that you are ready and know better. Wait a minute. Remember what I said earlier: "I liken 'experience' to be the sum of numerous confrontations which held both true and false assumptions."

True and false assumptions trigger an area - could even use the word arena correctly in this instance - of inner struggles. Bear it through and your newly polish and multi-faceted diamond is yours. It's the intersection stage for personal confrontations over professional issues. OUCH! These intersecting moments will teach you patience, self-control, and vision. They will transform your abilities to deal with clients' expectations, either as a senior designer, heading your own studio or as a freelancer.

Success combines all these points.

It takes humility, open mind and a deep-set understanding that in 20 years from now, you might still not 'be there' and yet, knowing this, you persist.

Here are some smart questions to expect when preparing for a job interview:

Who are your creative idols and what is it you particularly like about their style?
What adjectives would you use to describe your work?
What adjectives would you use to describe your personality?
What is the most difficult design challenge you've had recently? How did you handle it?
What do you consider your most significant personal accomplishment? *
Can you give me two examples that demonstrate your initiative?
Describe the two most important strengths you will bring to our organization?
What are your creative and working weaknesses?
Without using names, describe two of the most difficult people you ever worked with and how you managed?
What would you like to be doing career-wise in five years?
Why should we hire you and not another candidate for this job?

* Make sure you have a site where you do personal explorations. These 'out of the box breaking of all rules trying to surmount limitations of available technologies' experiments tend all to generate something new. Be relentless in pushing the boundaries.

You will need quite a high level of passion, audacity, determination, and ingenuity. That, and being a bit crazy; the long hours, the constant learning, unlearning, relearning processes, the deadlines, the technology failures, the buggy code, the pressures... I mean if you want 9 to 5, security and no hassle… oops wrong career.

Design is a gift handed out without gender consideration. Hard work and determination is what makes anyone succeed.