Have you hired an expert to design a logo, campaign, or a website? Have you ever gotten your three options and thought – “I don’t like this”? Whatever the case, you may feel like you are at the mercy of your designer.
To a greater or lesser degree-depending on how you communicate with your design firm.
As a Creative Director, I often interpret the brand message and the client’s brand brief into a campaign. While guiding the team, input from the client is critical. Ultimately, their gut check is a part of the process. Creative work is a process (part art, part science) and your instinct merits a voice in the development of your brand.
To market and share your new look, you’ve gotta “own it”-in other words, you need a passion for it and to be proud of it. The concept should resonate with you. If you lack commitment to the creative direction you may later second guess it, and that lack of confidence will be difficult to hide and expensive to undo.
So, don’t be afraid to tell your designer that their work sucks! Insist on your vision. Don’t sign off and approve a design unless you are sure they nailed it. Get what you want.
Got a design story? Tell us in the comments below.
© 2012, TiffanyO.. All rights reserved.