As artists in the creative business we rely on logical operations such as data analysis, marketing strategies, briefs, and positioning statements. 

 

It wasn’t until the past couple years, when I started working as an independent contractor, that I realized I had lost many creative battles because I was unable to see the bigger picture.

Since working closely with clients, my creative process has been different, it’s not just about understanding business objectives. When a client comes to me, I want to learn their stories, what made them turn their passion into a business. I want to understand their struggles, goals and their audience. We’re not talking just about business; we’re developing a human connection that feeds the creative problem solver in me, the one that finds inspiration when emotions are a part of the equation.

 

The best creative solutions come when we understand that logic and emotions work hand in hand to drive successful businesses and certainly do a better job of building long-lasting brands.

My goal as a visual designer is that we can move away from the typical battlefield of logic vs creativity, so that both have an equal seat at the marketing table.