The theme itself – Rediscovering Creativity, implies that there’s a problem; have we lost our creativity? The consensus seems to be – yes, we are losing creativity. The threat is real.
This could be for a few reasons: Technology, Trends, and Timing.
Okay, it’s time to start talking about solutions.
One idea that came up throughout the day was “We need to fight for the space to be creative and play”.
How and why does this matter?
Let’s say a client only wants two concepts to choose from. That’s pretty tight, right? Both concepts have to nail the brief and we may fall back on what we know is safe. But what if we asked for the time to explore a third concept – something completely “outside of the box”?
Who knows what ideas might bubble to the surface? And if this third idea is a little too extreme for the client? Maybe an aspect of it can be incorporated into one of the other concepts to create something truly unique. The true value of designers is to find the value that others can’t necessarily see, create work that delights and in turn, connects authentically with audiences.
This approach should be a part of our process and ingrained in our culture – “Try something new and different”. Agencies industry-wide should be encouraging this. For me personally, this part of the process is why I love design – playing to find the solution. It’s the most exciting part. It's the fun part and it’s worth fighting for because ultimately it leads to better ideas.
Let’s play more, get a little weird sometimes and create work that is unique and memorable.