Rae - I enjoy talking about the product or service information and finding the direct "why didn't someone else think of this?" approach. From a design and message perspective, I really enjoy the collaboration with the creative team. After the initial brainstorming, it's great to come back after a day of incubation to find we are all on the same page and it is fresh and new.
Tom -You have to stand out, make sense, be recognized and memorable, that's quite a assignment. Think about how each person will approach, see read, encounter your work and that will shape its content and design. Or, sometimes, shape the work to invite a new approach and appreciation for the product or service. Keep it clean, strong and inviting.
Sara -I want to look at all the angles to bring information to the table that will spark a dialog. I want to hear what the client thinks, their challenges, what has worked in the past, and what has flopped. I'll dig around; research their product and competition so the team has the information for inspiration. The brighter ideas are creative and strategic.
Jerole -Listen, listen, listen. So, what are we trying to say? Then say it. Lay it out in such an obvious way, the user practically feels they thought this up on their own. Everything is intuitive, even if you are presenting challenge with a game. I want to hear "What a great idea, I can use this, how do I get it?" Humor helps in appropriate doses. In helps in brainstorming in big heaps. Never work in a vaccuum, always talk it out, draw it out, ask, ask, ask.
David - The brand is what rules. Don't have one, let's get one and work it. Campaigns need to be layered, tactical and inspiring. I believe form and function should be balanced - creative thinking should be used to meet business goals. Collaboration is key to developing and executing strong brand strategy and concepts.
Partnerships such as this with Cranberry allow me to continually work in new markets with a diverse group of professionals.
Tony -What does the client want? How do we need to get there? I'll push a design back and forth. When the imagery and copy truly support each other that's the best. I'll find inspiration in the details of a photo or a tagline and run with it. I like to push the work until it gels. When a piece is memorable, you up the chance of selling and that's very satisfying.
