Workshop
There’s an inbuilt need in all good creatives to strive for perfection. It’s a blessing that can help great design but it can also be a curse.
Our house number plaque was always irritatingly tilted. It poked my obsessive brain every time I saw it winking at me in defiance of the existence of spirit levels. It’s fixed now… and furthermore, I moved it to line up with the surrounding brick pattern.
The trouble is that fixing this imperfection simply opened up the top slot to the next irritation, holes from old, long gone doorbells… poke, poke, poke… and so the strive for perfection continues.
OK, so I am a little on the obsessive side.
How do you draw the line on forever creatively tinkering in the never-ending strive for perfection? After all, we all have deadlines to hit.
In our studio, we have a super simple process that allows us to tinker with the worst offenders, tick them off the list and move on. We simply ask…
“What’s the worst thing you can see?” *
Any piece of creative could be amazing but there’s always something at the top of the “worst thing” list. This simple question forces us to spot and sort out the worst offender.
That said, the fix might have knock-on effects but these simply get added to the list.
Rinse and repeat and bit by bit we get closer to a fully rounded, cohesive concept with diminishing issues.
* It's important to note that spotting the worst offenders is a skill that comes with training, and passion and only gets more refined with experience.
Posted by: Andy Gregory
Leaders
Monotype - Transport for London
Monotype, the font and technology specialist, has updated the iconic Transport for London typeface to coincide with its centenary, featuring new hashtag, @ and ampersand signs. The new typeface, called...
Posted by: Creativepool Editorial
Leaders
Durable Goods
Venice, California-based production company Durable Goods has signed comedy director Greg Bray for US commercial representation. Bray is a character-driven director who intuitively embraces awkward and eccentric moments to deliver a...
Posted by: Creativepool Editorial
Leaders
gyro
gyro APAC has announced the promotion of two leaders to important new roles: Paul Hutt is now Chief Growth Officer, gyro APAC and Laura Bell is Client Services Director, gyro APAC. As Dentsu Aegis Network continues to invest in the growth of...
Posted by: Creativepool Editorial
Leaders
VML
VML has rebranded its channel activation team to connections to reflect the department’s role as experts in connecting brands to consumers in a contemporary and relevant way. VML’s retail team will become a connections channel,...
Posted by: Creativepool Editorial
Leaders
McCann London - Mr Kipling
Mr Kipling returns to television with its first new commercial in two years to bring a deeper meaning to the famous, much-loved “Exceedingly Good Cakes” slogan. Created by McCann London, this new campaign puts...
Posted by: Creativepool Editorial
Leaders
Twelve
Creative agency Twelve has announced that former Geometry Chief Strategy Officer and Managing Partner, Martin Smith, has been appointed as its new Group Strategy officer. Starting the role in mid-November, Smith will also play a role in...
Posted by: Creativepool Editorial
Leaders
North - Southbank Centre
North has designed a new visual identity for London cultural institution, the Southbank Centre, to give it a more “consistent” and less “complex” brand. Southbank Centre, based in Lambeth, is...
Posted by: Creativepool Editorial
Leaders
Various Agencies - BBC
The BBC has announced its new graphic design services roster for 2017, naming five consultancies including Studio Output and Mother London. The consultancies were selected from 11 tender applications in total, and will be...
Posted by: Creativepool Editorial