The creative process…even cool to watch

Watching a designer make something out of nothing is a pretty amazing process. Even after 10 or so years of watching Andrew ‘create’ a vision based on someone else’s broad description of ‘how it should look’ and ‘I kinda think it could maybe look like, you know, that…kinda’.. I’m still impressed by what he comes up with day after day. Over the past week we’ve pulled the team together for quick 5 minute bull sessions to bounce ideas off of them..he’s been running around the office with his camera snapping photos of different work environments and essentially pulling hair out of his head trying to find a free minute (nothing new). Then he’s down to our studio in the basement with a few empty cans of Red Bull. Towards the end of the week he’s sitting at his desk, music is hammering out of his headphones and he’s muttering to himself (again). I still have no idea what he’s doing, but I do know that Scott A is pushing (as expected!) to see something that is cool and different. 9:30 p.m Thursday night Andrew and I touch base…it’s pretty much the only time during the day when we can connect. 10 p.m I’m going through 5 new designs. They’re all the same, but all a bit different, to help him fine tune a few words (even the best need a sounding board). We talk messaging. We talk audience. We talk purpose. Modified designs hit my inbox. 10:30 p.m, there it is boys….the new blog layout. Very strong.