As a creative design company we strive to be inventive, our company is called Brand Inventions after all. But design isn’t always about trying to conjure up something new. By definition, the creative process demands invention, but invariably it has more to do with reacting to what is already there. The broad brushmarks of language or style have often been established, the colours and hues are usually present, they simply require orchestration. The craft of the designer is akin to that of the goldsmith, rarely the alchemist.
The single most important thing a designer does is listen to their client. A designer cannot create a coherent message about the values a company wishes to project if they are uncertain as to what they are. The design process starts here, at the briefing stage. A good designer will be skilled at interpreting the brief and translating it successfully, but equally, a good client will be able to articulate the values and associations they wish to have expressed. Good design is about effective communication.
A dynamic relationship between client and designer, which fosters a process of critical thinking and debate, is paramount. Good design is also about balance. It isn’t about the designer getting their own way, nor is it about him slavishly bringing about the ideas of others. A designer is more than just a craftsman, he has to be an artist too. His vision and intuition are fundamental to the creative process. He listens, but then he must react. A designer must deliver on brief and achieve specific client objectives, but he is also responsible for creating something original, something both he and his industry can be proud of, something that bears scrutiny in its own right – in short, something that ‘stands up’. I suppose in this sense a designer can be described as an inventor. Artist, craftsman, inventor? A good designer needs to be all three!