The process is of the utmost importance when creating any kind of design. A logo, website, infographic, etc. What happens in the process is where the idea comes from. In its research, discovery, exploration, refinement, adjustment, more refinement and ultimately finalization. Whenever the process is let to do what it does, it always works. Sadly, however, when the process is not let to do what it does, results turn weak, boring or even ugly. A hollow shell of what could’ve been. The process off the rails is one of the most frustrating things. To stamp out poor processes, we must be mindful, communicate clearly, justify with reason and be decisive. Hone these skills, trust the process and enjoy creating something out of nothing.
Budgets, Spectrum
I sometimes design on pretty lean budgets. It’s part of the challenge for a lot of activism and community-focused work. I like making a project doable on a spectrum of doing good and making a living. With a lot of my client relationships, the idea of working toward the same idealistic goals cuts out a lot of process pain points that increase time and thus increase cost. They do what they do, and they let me do what I do. When this happens, projects that may seem too costly become possible because they don’t get bogged down in rounds and rounds of revision. But on the business side, JKDC needs to make money doing work otherwise there will be no more JKDC. Hence, very hands-on, “design by committee” processes equal standard design rates. This way I keep my work time focused on work, my collaboration time focused on projects and my not-working time not thinking about work.
Professional photography, by a professional.
After four years, I thought it wise to build out the JKDC brand a bit. Part of this was getting nice, high-quality photography so there’s a face to go with the name. What I tell clients is to always hire professionals to do what they do. Following my own advice, I called on Scott Drickey whose work I love. Other portraits he’s done I’ve liked very much so I was excited to have him apply his craft for me. The session was tons of fun. He has a great space with loud music, good coffee and meaningful conversation. We ended up with four variations, from casual to animated, direct to light-hearted. A great variety of expressions capturing vibes I couldn’t have done with a more DIY approach. Crisp, perfectly lighted, delivered ahead of time. You know, professionally. The way things should be done.
Cage Match: Detective Graham Waters vs. Lieutenant Horatio Caine
Here’s a soundtrack example for creativity. Remember that film CRASH with Don Cheadle? It’s one of my favorites of the 2000s. Powerful, emotional, unresolved and so on. There’s a moment towards the end where a beautiful sounding song is played. In the Deep by Bird York. It’s a perfect metaphor to the central idea behind the film; people out there in the chaos, isolated, occasionally crashing into each other. As the song goes, “now you’re out there swimmin,’ in the deep.” On the other side of that, CSI: Miami. Which my wife was way into for awhile on NETFLIX. I suppose I can appreciate those David Caruso intros. But in one episode, they use the same song. Because they found a murder victim in a body of water. Towards the bottom. Deep. And sadly, the idea of using that song just sort of sat there flat, part of a weak see/say/hear. So in the Cage Match of Creativity, “H” loses. This time.
You just gotta put in the time.
Simple solutions, those are easy to get to, right? Clarity and focus magically present themselves after a quick brainstorm, yes? It doesn’t look complicated so it probably isn’t, yeah? The correct answer to these and similar questions is no, no and no. I’m on a big kick these days of reciting this: the act of making is difficult and should be treated as such. I wish the answer to the previous questions was yes. If a potential client needs it to be, I’m not the designer for the job. Making something beautiful, a solution perfectly appropriate for the problem, while inspiring people to take action, that is fucking hard to do. And to get to that point, you MUST put in the time. Concepting, exploring, doodling, browsing, daydreaming, mindmapping, walking, computering, more computering, refining, deleting, redoing, and on and on. Along the way, things happen. It’s remarkable when they do. Why do they happen? Because you put in the hard work of time dedication. And when you come up for air, you have something you can run with.
The Cost of an Accountant
On a call with my accountant the other day, we were sorting out how much a certain service he provides would cost. He gave me a pretty broad range. There was the base cost of paying for his expertise to fulfill the service. It was more than the insurance guy who does accountant work on the side and more than an online accountant service. I prefer the expert accountant in the matter. He’s very thoughtful and I appreciate his understanding of nuance, connectedness and problem solving. Why there was a range depended on me being organized. The more I was, the less of the accountant’s time would be needed to execute the service. If I was less organized, he’d need to spend more time, address lots of changes with more rounds of review and thus the cost would go up. That seems very fair and keeps me on my game.
Now, you be me. And substitute designer for accountant.
Teachable Moment: When Things End Badly
A general filing of future do’s and don’ts. Here goes: Do more of what you love. Never compromise principles. Do more truly collaborative projects. Never make decisions because of money. Do more community-focused projects. Never assume things will change for the better. Do more experimenting. Never assume because it is new that it will be better. Do more that risks failure and be okay with that. Never change course because of something you read on Medium or Wired or Fast Company, etc. Do more of what you can’t do very well. Never forget some people are really just jerks. Do more with people who are the wild ones. Yes, the wild ones. Because if you ask me, those are the only people who make things that really matter.
