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The biggest waste of money in creative projects comes before anything has been created.
Projects rarely fail because the design phase was inefficient or the development was complex. They fail because people start working on solving the problem without defining the problem clearly.
The ambiguous brief leads to weak concept,
weak concept to good design,
good design to the fully fledged site –
and only when it launches do we see that something was fundamentally wrong all along.
The answer is not to "go faster." The answer is to move uncertainty upstream.
Good brief translates opinions into criteria. Good research narrows down the audience. Wireframes show structure problems early. Prototyping brings assumptions to light. Technical planning finds out about interdependencies early on. Structured feedback makes people accountable for their opinions.
The same rule applies to branding as well as to web development:
The earlier the mistake is found, the cheaper its fix will be.
Creative process does not consist in producing something fast. It consists in making sure the team is creating the right thing before it starts spending a lot on creating it.
It may very well turn out that the problem is not in execution; It might be an unanswered question sitting at the very beginning.
Read the full article: https://glasp.co/hatch/klodianxhini/p/PhDzfsCt0IM6vrDcuHQp
The network for creativity
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Creatives on Contra have earned over $150M and we are just getting started
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Did we over-deliver? We were approached for a product design for a multi-chain launchpad that didn't look like "all the others". What we delivered was a creative concept for an IP that completely immerses the user, a full brand, a fully functional frontend complete with a styleguide including all design tokens and components. What do you think?
this is fire!
I don’t present 3 completely different concepts and ask the client to choose one.
At the studio, I prefer to align the brief and moodboard first, so the visual direction is already clear before the design phase begins.
This makes the process much more focused, with refinements usually happening in details like color, proportions or small adjustments rather than rethinking the whole concept.
For me, a strong identity starts with a clear direction.
