By Stephanie Bradshaw
Where do you get your ideas?
It’s a question I’m often asked and it’s the hardest one to answer. Ideas can come from anywhere. That’s both the beauty and the frustration I suffer in my daily life as Creative Director.
Every year at Christmas I suffer the most. I’m used to coming up with creative ways to transform a client’s communications but coming up with what to buy for 14 nieces and nephews, now that is hard work!
What I do is use the skills I’ve learnt professionally to benefit an excited and diverse audience (my family) with well thought out and appropriate presents (hopefully).
- Frame up the state of play
- Who – list with information about each recipient
- When – deadline for mailing if needed
- Lessons learnt – past experiences and observations
- Start early
- Gather intelligence early
- Listen carefully
- Note everything down – I have Apple Notes pages going all year that help with client creative and presents alike
- Research where to purchase
- Purchase early when possible – except if the item is time sensitive (small animals don’t last long hiding in the garage!)
- You’re almost there. You’ve got a series of ideas noted, you’ve got your target market nailed; now all you have to do is bring it all together. This is key to client creative work, but also works well with present buying
- Put all your information in the one place and then move it all about until a logical structure forms. If you’re left-brained you’ll probably prefer to do this in an Excel style document, but I’m right-brained so I like to sketch it all out in bubbles and mix it all up on a sketch pad.
- Go back to your original framework/list and your notes and make sure everyone and everything is captured
- Check in to make sure you can get everything and mail everything within your timeline.
- Bring it home
- Purchase everything
- Wrap everything (a whole other creative exercise)
- Mail/deliver everything
What’s your creative method this Christmas?