Briefs and balance with Creanet Design

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What makes great design? To some, it's a mixture of technique, craft and talent. Others believe more in the process.

According to Jose Moreno, founder and creative director of Creanet Design, the secret to great design is in building solid foundations, and these can only be conceptualised through a shared understanding of the brief. The brief "sets the tone for the entire project" and guide the designer's mind to focus their creative energies in the right place. And so, the team at Creanet will possibly always be in a great spot for their clients.

In this Company Spotlight, we are learning more about a motivated leader and a clear lover of the creative industries. Someone who values being able to detach from the world just as much as being a relentless workaholic, pursuing the perfect balance between work and pleasure.


How was your company born and where are you based?

Creanet is a multidisciplinary design studio founded by Jose Moreno, based in Málaga, Spain. The studio operates globally across a range of assignments, specialising in brand identity, print, editorial and graphic design.


Can you explain your team’s creative process?

The creative brief sets the tone for the entire project. It's the first and arguably one of the most important steps in the visual design process. It's a document that’s aimed to help the designer understand the scope of the project and what’s required of them.

Shared understanding is what creates the foundation for great design. This understanding is created when everyone on a team has a shared goal, and know how they can achieve it (in other words, when they have a clear product strategy). Every team player should understand the role they play in this strategy. When this understanding is reached, everyone knows the value they bring to the organisation, and this can motivate them to work harder.


How has technology affected the way you work (if at all)?

Graphics tablets, new design software and advances in communication have made it possible for designers to carry out more creative projects, with almost no limitations. In addition, it now allows us to work faster and more efficiently.

At the same time, we can communicate from anywhere in the world and remotely without displacement.


What’s the work achievement you’re most proud of?

12 architecture magazine is one of the featured works. The objective was to focus on architectural projects of existing buildings and structures.

Essentially a magazine, produced and written by architects, for architects. Our first thoughts were that we were very lucky that the brief was fully open. The cover is where the team started to create that point of difference for the publication. We wanted to make a cover that had a visual impact different from the conventional, and give depth and perspective. This gives the whole mag its unusual shape and identity.


How do you recharge away from the office?

It is very important taking time off from work can improve productivity. Today burnout is at an all time high due to overwork, and actually too much technology and screen time.

So I'm usually walking in fields very often, always without mobile data of course, thus clearing my mind for a new day.

I try to build work around my life, not the other way around.


If you could change one thing about the industry, what would it be?

Avoid that companies use interns like full-time workers and without pay.


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