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Using Structure to Unleash Creativity
Using
Structure
to
Unleash
Creativity
Senior Strategist and Business Developer
Structure is a critical element of the
creative process for the simple reason
that it allows creativity to be unleashed.
It feels contrary, doesn’t it? Structure and creativity. It’s like someone
describing a right-angled circle or a one-way staircase. It doesn’t quite sit
right and it’s a bit tricky to wrap your head around. But, surprising as it
may seem, structure is a critical element of the creative process for the
simple reason that it allows creativity to be unleashed.
It’s easy to imagine an artist sitting in their studio, or a potter at their
wheel, creating something intricate and beautiful with little to no structure
behind the process, and for the most part, this is because we want to
imagine creativity this way. We want to envisage the flash of brilliance that
leads to something beautiful and unexpected, something new. We’re not
saying this can’t be the case, in fact, we’re sure that it often is, but within
a studio environment, this is rarely the preferable course.
By bringing a structure to our process, we can open the space our
creatives need to do what they do best, create. By first defining a strong
strategy for them to follow, we can create the parameters within which
they can design. This sets the rough guide rails within which they can play,
ensuring they can be efficient and creative without becoming
overburdened by choice and opportunity.
To give you an example, imagine you said to someone: “Paint me a
landscape.” The end result would be different from person to person. One
might envisage a luscious and verdant rainforest, with a slow-moving river
and jungle creatures throughout. Another might paint the endless steppes
of Mongolia or the Prairies of the US with a single solitary tree. The next
might return with a minimalist two-toned depiction of a snow-capped
mountain range. Another might return with the ocean being lashed by
storms as it reaches the shore. You get the picture.
Now ask the same question, but this time add some structure around it.
Give it a brief: “Paint me a summer landscape. And make it somewhere in
Western Europe.” Of course, the end results will be different, but the
theme will be the same. We’ll see sun-kissed fields and cities, rolling hills
and trees wrapped in summer cloaks of rich green. We’ll see people lying
on beaches or sailing on yachts. We’ll see creativity bound by the
structures of the brief.
By adding structure, we create a playground for the creatives that limits
the limitless without restricting creative freedom or artistic expression.
Applied to our own context, working in this way allows us to create
structure and definition for our creatives that enables them to create
unique and bespoke brands and designs for our clients. Typically, this
structure is defined by the discovery/data analysis, and strategy phases,
where the first feeds into the second. By creating a strong strategic
direction and definition, parameters are set for our creatives to work
within that can be used to frame their final outputs.
The end result is focused creativity, based on extensive research and a
defined and refined strategic direction, ensuring that our deliverables are
aligned with both what the client's needs, as well as what their category
and customers what. Ultimately, this results in better brand cut-through,
stronger recognition, and longer-lasting customer retention.
INC 16-22 BRAND EXPERIENCE DESIGN 
