As we live in a society where ‘always-on’ is more than just a buzzword, we can’t afford to bore people. A good experience makes people want to listen, and as a brand you have to speak to their humanity, their experiences and their needs. You need to put yourself into their shoes to better understand the things they love and hate. By doing so, you stand a better chance of getting them involved in your message, with assets that add value and a story that moves them. In today’s world, good creative concepts and design have never been more important.
Good design moves
‘Good’ is a relative understanding. It is subject to cultural demeanour, personal experience and fashion. We all want what’s good: or at least that’s what we tell ourselves. And for most of us, this is no different in creative (digital) work where we are always striving to get the best results, developing a defying concept and creating that jaw-dropping design. As a result of this, we naturally prefer to work with clients who strive for that same level of greatness (like the work we did for Looye Kwekers). So, what do we mean when we say that we are always trying to create something ‘good’, let alone great, moving, inspiring or lasting? Well, the first step is to define what is what and rationalise your intentions.
“ How do we define what is ‘good’? What characteristics can we identify, and how do we put them to practice?”
More than just an aspirational goal, a creative credo can provide you with the keys to produce inspiring, resonant work and, most importantly, add real value to a client’s business. Having a creative credo will work like a compass for you (as it has done in the past for Swiss-German artist Paul Klee, or on a more commercial level for Nike). It will guide your work, giving it a distinctive signature and help steer creative staff towards the right quality level and – hopefully – unexpected outcomes.
At Burst we believe that creativity moves. It affects, enthuses and inspires your audiences. It affects their emotions and actions to propel a business and all (digital) products further.
For instance, just like it did for one of our clients (Verno) where we instilled the passion for artisan framing with ‘Framed with love’ , or an innovative website within the travel industry, with an extreme focus on a luxurious personal experience through storytelling and conversion (Largo).
We came up with five creative pillars that embody our creative credo, which produce visible results for our clients. Over the last decade of technological innovation, the media landscape and human behaviour have changed. And, no doubt, will change even more in years to come. Nevertheless, our five creative pillars guide us and push us to deliver great work.
Create for context – audience
A creative idea is more significant and more powerful if it has a meaningful connection with what is happening in people’s lives. Digital expressions have a place within a brand and in the lives of people who come into contact with it: on both a large and small scale, and from abstract user flows to daily life.
We are value-driven – commitment
The best part about being in a strategic and creative position is that you are in the confluence of art and commerce. When we get a business challenge, we can’t forget that we must find the right balance between creativity and business acumen.
Our work is based on insights, needs and questions that are specific to the end-user and the business objectives of our clients.
Guard authenticity and artistry – execution
We live in an information-saturated world; it’s important to emphasise the recognisability of a brand experience, and to be distinctive. Integrating artistry into our work is ambitious, but necessary to guarantee an authentic experience of our products. It is our weapon against the technology-derived marginalisation of design.
Try to break a rule – motivation
Our work stands a better chance of getting noticed if we attempt to break with conventions. Not without contempt, but by thoughtfully and critically reassessing the conventions of the industries we work in. If we break a rule, we force our notability.
Don’t do it by yourself – ethics
Creativity often happens in teams, as everyone in their own right is creative. People – be it designers, strategists, copywriters or janitors – inspire each other, come up with different insights, help keep each other accountable and support each other This ultimately results in ideas that no one person could have thought up by themself.
What’s your creative credo?
While we don’t always believe that all five creative pillars described here have to be apparent to create the best work, we believe good digital design cannot exist without incorporating them to some extent. Once you have defined your philosophy, you can start using it as your compass for good design, or even guide you in finding the star players that will help you execute on it. Whether you’re a freelancer looking for other disciplines to compliment you, a brand looking for the right people to help you elevate, or a creative leader within an agency looking to assemble a winning team, a credo is essential.
Having a creative credo may help steer your work towards great heights, but applying it, motivating and inspiring the people who execute on it shouldn’t be overlooked. Creating an environment where excellence is common and instilling the right creative mentality are essential to producing amazing work.
Are you interested in sharing thoughts after reading this? Or curious to find out to what height we can elevate your brand experience? Get in touch: [email protected].