Overcoming Design Ruts: Strategies for a Cohesive and Punchy Team Output

As a SEO contributor, I am often asked how to get a design team to create better work, especially when they have met all the research and creative briefs, yet the output still falls short. The answer to this question varies significantly depending on who is asking. Are you the creative director, art director, or the management? Are you a member of the design team, or perhaps the client? In this article, I will address this from the perspective of the design team, and provide actionable strategies to help you overcome creative ruts in your work.

Addressing Creative Ruts from the Design Team's Perspective

There has been a design team that has hit a creative dead end, and we have implemented several strategies to help them overcome this:

1. Step Away and Recharge

Getting away from the office and the computer for a bit can often do wonders for the creative process. Spend some time engaging with the outside world. Watching a film, browsing a bookstore, or visiting a shopping mall can inspire new perspectives and spark creativity. Taking a break from screens allows the mind to wander and creatively process ideas.

2. Focus on Inspiration

Magazines, design books, and brochures can be powerful tools in the design process. Engage in physical materials rather than digital ones to foster a more collaborative environment. When team members can easily share their likes and discuss them, it creates a shared pool of inspiration. This method encourages a broader exchange of ideas, leading to a more cohesive and impressive output.

3. Collaborative Brainstorming

Bringing in another designer not directly involved in the project can provide fresh perspectives. This other designer should be someone respected by the team or a friend. The brainstorming session should focus on generating as many ideas as possible, rather than critiquing them at the outset. This ensures that even "bad" ideas can lead to the discovery of truly brilliant ones.

4. Create a Mêlée of Ideas

Hold a brainstorming session where there is no access to computers or cellphones. Gathering good food and drinks, providing a large whiteboard, and encouraging the team to bring hardcopy inspiration inspires free-flowing discussion. Start writing down ideas on the board, and the more ideas you have, the better. Quantity over quality is the key in this phase, as a great idea can emerge from the combination of two mediocre ones.

5. Emphasize Quantity Over Quality

Generating a large number of ideas ensures that you have a better chance of coming up with a standout concept. Sometimes, a brilliant idea is hidden among a batch of average ones. Encourage the team to generate as many ideas as possible, even if they seem unoriginal or "bad." There is a high likelihood that a truly innovative idea will emerge from this process.

The Role of the Creative Director

When a design team encounters creative challenges, it often stems from issues with the idea rather than the execution. It is crucial for the Creative Director to step up and drive the team to find a better solution. The Creative Director is responsible for ensuring every piece of creative content pushed out of their team is of high quality.

Key Responsibilities of the Creative Director

The Creative Director should:

Provide overall direction based on the brief and push back if the brief is not effective enough. Understand the workload of their team and manage it appropriately. Act as a barrier between the team and the rest of the company to protect egos and manage projects. Provide necessary motivation to achieve the desired output based on the needs of the team. Make decisions on team changes based on performance.

With these responsibilities in mind, it is clear that the Creative Director plays a pivotal role in the team's success. If the current Creative Director is not fulfilling these responsibilities, it may be time to seek a new one. On the other hand, if a Creative Director is not in place, it is essential to make the investment in hiring one to ensure the quality and consistency of the team's output.

Additionally, it is important to recognize that communication barriers and layers of authority can hinder the effectiveness of non-creative roles trying to influence the team's direction. However, a competent Creative Director can navigate these challenges, bridging gaps in understanding and ensuring that all team members are aligned towards a cohesive and powerful output.

In conclusion, whether you are a member of the design team or a senior management figure, recognizing and addressing creative challenges is essential for a successful project. Utilizing the strategies mentioned above, and understanding the role of the Creative Director, can help your team overcome ruts and produce work that stands out.