Being in the business of branding, like most designers – the most difficult brand to create is your own. Even though you know your own clients, and the work you like to do, it’s still difficult to be objective about yourself. When you are working for a client, you are working towards a goal, usually a deadline for a brand, re-brand, or campaign. You’ve worked out and agreed a budget, you’re part of a team. So the only way you can effectively brand for yourself, is to become your own client, or hire another designer… which does work in large agencies, but not for any self-respecting consultant designer I know. Tantamount to cheating in an exam?!
Solving design problems is my thing. I like to research by reading the brief, having a chat, sometimes seeing how others have solved the problem… but the one thing I have to do is… sleep on it. By my bed you will find a sketchbook where I work through ideas before going to sleep, or to capture them as I fall into, or wake from, sleeping. If you can hold onto a question that you want to solve – your lovely brain has a whole night to try and figure out the answer for you.
We are all creative creatures, artists are compelled to be consistently creative. The rest of us will have an epiphany about something in our lives, that’s one reason why we go into business, to do something different, differently, better, or smarter. What’s not creative about that?
This is the title of a rather good little exhibition exploring the relationship between graphic design and health at the Wellcome Institute. For your next project consider how your information is being communicated, is it well signposted – is the copy broken down with sensible levels of heading, are your paragraphs short. Do you have plenty of white space, are you using colour and images to both reinforce your brand and convey a message, or feeling?