Every time I am put in the position of explaining what I do as a graphic designer in a branding agency, I am immediately labeled as a creative, talented man and with a developed artistic side.
That's because the world relates to the concept of creativity as described in Dex: “s. f. The aptitude to be a creator; with creative power.” And I am aware that nothing I have created came from nothing, but was generated with an intention that met some needs. I prefer to define my creativity more as a method, process, or approach and less as a “but.”
Graphic design is a discipline that involves developing solutions to communicate ideas and information in a visual way. Creativity is the key to achieving original or innovative solutions and turning messages into memorable interactions. It's not just about being original, it's also about creating a deep connection between the user and the design.
Now that the technological progress of artificial intelligence challenges us, and the digital world is constantly changing, we designers feel the pressure to find unexpected or unconventional solutions to differentiate ourselves and attract attention. It is a race that is hard to win. We are always between the future and the past. I think it's a trap to just look ahead, into the future, trying to force visual norms and those of technology (”Pushing the envelope”), forgetting that behind us there is a great accumulation of knowledge and history—a resource for imagination and creation.
Japanese designer Kenya Hara said that we call creativity that intellectual inclination to create new connections, back and forth, between the future and the past, and that design is not the act of stunning with the novelty of the solution, but is the ability to repeatedly extract unexpected ideas from the banality of everyday life. This Skillcan be cultivated through the desire to learn and experiment. A curious man is therefore much more inclined to creativity.
For this, however, as a designer you need to expand your horizons and take on challenges outside your comfort zone. From my point of view, exposure to other cultures and experiences can give designers new perspectives or ideas. I deliberately try to turn an everyday, seemingly insignificant thing into a fountain of inspiration. I practice my spirit of observation of details, of interesting ideas in any field. I try to write them down or somehow save them, and if necessary, I deepen all these fragments of ideas, find their “red thread” and let them develop visually. Creativity feeds on a daily basis, just like a maia from which fresh well-grown bread comes out.
For me, creativity needs to be balanced with a practical approach to design and is based on a deep understanding of the industry, the user and the context in which the design will be used. A creative graphic designer should be able to make informed decisions and consider the budget and technical constraints of the project.
Together with the Brandfusion team, we learned that the process of conceptualizing projects and the ideas underlying them is the best creativity exercise. In the end, this process is just as important as the final result. It takes a lot of work and refinement to turn an idea into an effective and memorable design. With a rigorous approach and attention to detail, we can create successful projects that bring us satisfaction as designers.