Recently we had a discussion with a creative partner about the importance of creative process. Implementing creative process is not about rigidity. It’s about embracing flow and having it, encourages creativity and innovation. We embrace a creative process at Studio Downey, however, it took some tweaking to get it unique to us.
Process is a guiding light. Certain projects require certain exceptions, however, established process provides guidance and balance. With it you can achieve remarkable efficiency, more valuable use of time and team members, improved feedback loops, quick problem solving and a general sense of calm and organization that would not exist without some formalization.
With process you can achieve remarkable efficiency, more valuable use of time and team members, improved feedback loops, quick problem solving and a general sense of calm and organization that would not exist without some formalization.
Process unlocks the power of creativity while delivering results. It allows teams to focus their energy and time on productive tasks while improving their creative practice. It is not linear and it is constantly changing. Having a creative process does not mean you cannot be flexible. It’s a detailed pathway to delivering success for clients, teams and end users by utilizing tools we have readily available to us – excellent strategy, design, development, content and video.
Every agency, whether in-house or independent, operates differently. That’s why mapping out your client journey is a great place to start. Observing every action and interaction necessary to present deliverables and accomplish objectives. When a creative process does not exist, teams, projects and results are not optimized. Therefore, implementing a process unique to your organization involves identifying steps throughout client relationships – from the first interaction, to scope development, execution, testing, launch and beyond. It is very similar to brand building and maintenance.
Time invested in developing creative process is priceless. it provides a ‘big picture’ overview of how ‘jobs get done’! It also demonstrates the workflow within every ‘department’ of an organization which is fundamental to the success of teams. Shaping a process flow within an ever-evolving organization is no easy feat. It is, however, critical to the success and happiness of teams and clients. Also, having process in place encourages inclusiveness because you are being intentional about each step within the flow.
What we’ve learned is, you can plan all you want, however, humans exist in creative environments, not systems. It’s about being technical, strategic, agile, and most importantly, creative. Process allows for the achievement of deadlines and budget constraints, while delivering an experience that exceeds expectations.