Approach

Following on from my thoughts on process I've found that there seems to be two basic approaches to the creative process in terms of idea generation. The first is to approach the problem purely conceptually and seems to be a very Ad driven direction where a great deal of thinking and "Planning" goes in up front before the craft of creation takes place. The second approach is so deal with the problem from a layout or design point of view where the thinking is done in the craft. I quite often find this the only point of difference between Advertising and Design where advertising can often charge for the thinking seperately and design lumps it into the design process. In reality I think the two concepts merge but agencies do tend to lean in one direction or the other.

So the following work is for a small agency Ive been working for on and off who approach problems from a design perspective and while I think the solution works (in fact Im very happy with it) I feel it may limit any stretch or campaignability the solution might have.

The work formed part of a pitch that the agency won, the image with the player and the type is the final solution. I've only included the work I created directly, that said the final solution was very much a collaborative process.

Street Football

Comments

[jeremy]

for me, logo one, ill. two. Shame, but then ain't it always the way.

It'd be an interesting experiment to carry out some time, or in fact debate to create. Designers V's Clients, Who's Right? Why do clietts consistently go for the crapper solution. Is it the way that it's sold in. Do the REALLY understand their audience better, OR are they just more conservative then we, the enlightened. MMMMMMMmmmmmmmmmmm

[Mike]

the illustrations were meant to show a progression from the stock shot, the shot of rthe player, and then how I applied an illustrative treatment to it eventually droping street and texture shots into the cut shape. There were a lot more directions but as I said this is the main stuff I did.

I think in this instance the client was absolutley spot on and really really understood thier market and audience. But for every client like that you get 10 who arnt so switched on. We should devise some sort of score sheet or something...?