Initial meetings with new clients can sometimes result in the client taking a creative lead. Driving the creative process, presumably because of cost implications and ensuring value for money or perhaps an unwillingness to let someone else hold the baby for a while, but being creative in business is a very different thing to being creative for a living. I often ask myself why someone is happy to pay a fee and yet not take the advice? Why is it designers are the last to be consulted around a table of sales and finance teams when it comes to creative direction? When it's 'this is what we want' rather than 'here's the challenge, what's the solution'?
There's no doubt that creativity is in us all. We all want our ideas to be realised, to see things from our point of view - and this is generally the mistake. From a designers perspective, we are looking down the lens of a customer, what do they want to see? Good communication is about good presentation and good message. As designers we strive to achieve this through image, layout, content and brand.
So what's the solution? How does it fit together? The relationship between client and designer must be balanced - quality information client-side and arresting creative representation agency-side. Great information, facts and figures are the ingredients for the creative process and when allowed to be boldly communicated, a brand can shine very bright indeed. A concise brief is a great idea. It means facts, figures and outline concepts are documented for everyone in the process, it allows the designer a clearer concept of the end result.