As a father of two young girls, I’m constantly reminded about how lucky I am to have them in my life. From what I’m told, they are pretty darn adorable. More than just my kids, they act as a muse and remind me why I wake up and go into work every day. They help me realize my passion and why I love this job. In simple words, I help clients deliver clear and thoughtful messages that connect brands with their audience. There are many thoughts and considerations that go into creating a brand that will fully resonate with its target demographic. I’ve compiled some information, which I believe are 3 basic lessons that my little spawns remind me to do on a daily basis.
By combining 2 cats that cruise the house at their leisure, our dog Chuckles that can steal the show at a moment’s notice and then tack on the beta fish, our house can seem to be somewhat of a zoo. The spectacle does not stop with the animals, but continues with a mountain of toys, kids teepees that are hosted by Disney princesses and other scenarios that can be entertaining to little girls that love make-believe, believe me. Their attention span for listening to Dad or Mom is very short, as it is tremendously easy for a little girl to get lost in this fantasyland of tigers, wolves and castles.
My life and home can be compared to the outside world. Customers that are seeking a product or service can be presented with dozens of options. In a split second, their mind can move to another option. A brand’s message should be communicated by being short and memorable before the consumer sees a “squirrel.”
Albeit I do my best not to teach my 1-year-old “bad” hand signals. Lucky for me, when a driver cuts daddy off while driving and a middle finger is raised, she doesn’t understand what that means…yet. On the other hand, that driver knew exactly what I was saying with just a simple lift of a finger. We live in a world where consumers are overwhelmed by content from every direction. Watching television and driving down the freeway have turned into a preferred channel for advertisements and bombarding our minds with branding of all kinds. A simple and clear message is always going to win when you are trying to connect with your audience.
Harper has an effective way of telling us when she is done eating. This part can get a little messy…literally. She throws her food off her plate directly to the floor or a straight shot at my face. It’s a lucky day when I can move out of the way fast enough to not get caked in a puree of Root Vegetables & Turkey with Quinoa. Whether it means a change via the client from hell, or a shift in the market that might affect your brand, change will always be a constant. Especially today where most mediums are digital, you have to be ready to solve whatever is hurled your way. It’s something that IS going to happen when you work in this industry, so stay receptive and be open to take on these unforeseen opportunities to problem-solve.
Regardless of what you do, everyone knows about the wall. Not the one reserved for Wildlings and White Walkers, but THE CREATIVE WALL. This force field is the single greatest threat to your creativity and the only thing that stands between you and your most artistic self. Designers, writers, artists or anyone in the creative field at one point or another careens headfirst into that unholy void, where your brain refuses to turn on and your thoughts border on incoherent and absolutely silent.
As many designers will attest, we have all been there – be it on top of your creative wall, toasting to your accomplishments, or banging your head against it, trying to remember what got you through last time. In either case, both may call for alcohol, so keep your ID handy.
You’re looking for inspiration, but finding inspiration, similar to happiness, is not something you just stumble across in the parking lot of a liquor store. Or is it? Maybe to find what you’re searching for, it takes questioning yourself or looking for it somewhere that is altogether new. You have to be open to these experiences and let it push you in different directions. Anyone with his or her nose pressed up to the glass will tell you, your focus is anything but open. Therefore, take a deep breath and step back.
Funnily enough, this blog post started at the bottom of a creative wall while trying to find my way over it. Here are a few ways I like to wake up inspiration when it wants to take a nap:
Make sure your new project is something you haven’t done before. If you’re always in front of your computer designing apps, for example, step away and use your hands in other ways. You could design a piece of furniture, paint a picture or build a frame. It is perfectly fine to try it and possibly fail, but along the way you learn and possibly become inspired from the experience.
As a designer for a branding agency, I work on mostly web, print and packaging projects. Since I usually look within this industry for inspiration, I find that considering trades outside of my comfort zone can be extremely helpful. Try to draw on trends that are happening in other creative spaces, such as fashion, footwear, automotive, film, and of course, music.
I consider myself someone who listens to numerous genres of music. You’ll find me enjoying everything from hip-hop, gangster rap and EDM to roots-reggae, pop and rock n’ roll (but never country — sorry Garth). I’m constantly starting new genres that interest and inspire me in more ways than one. Switching up my playlist usually helps me dance around that pesty wall…or you can just go to a country concert.
I know we are not all into the same things, but being active usually helps me. I prefer to go surfing or play soccer to let go and release all that energy. If it doesn’t, at least I had fun, did something for my health and cleared my mind just for a little while.
Your next big idea could be found while staring at a tree and finding a leaf that presents a perfect shape for a logo you have been having trouble with. The world around you has more inspiration than you would think! The lettering on the back of cars is always intriguing. It might inspire you for that next typeface you were trying to get started.
The beauty of tangible objects is that you can pick it up, touch it, feel it, smell it and take it apart. You can even listen to it, but it probably won’t talk back to you. Above all, make sure to pay attention to the little details with your hands and understand that someone else most likely hit the same wall. Remember that everyone ultimately overcomes the hurdle – otherwise it would have not caught your interest in the beginning.