When I first began working at EMG in 2004, I will admit that I didn’t completely understand how solid strategy and creative design worked together. I had no idea how important that idea really was in the whole scheme of a successful brand. Why would you need a “separate brain” to think about strategy? Doesn’t that just come naturally along with the design? Well, no, not really.
To me, a successful strategy means conducting some really deep-thinking sessions. It’s ultimately about knowing who you are. Some designers are also great strategists and some strategists are fantastic designers. As someone who’s more into the strategy piece than the creative (though I try to enter the creative world from time to time), please allow me sum up what I’ve learned in a little over four years’ time: you have to let designers do there thing, but with some strategy laced into it.
That may or may not strike a cord with the strategists when it comes to explaining a certain strategy you’d like to see brought out in a design. Whether it’s a certain way of cropping images, or the making sure that certain design elements are used in ways that can translate to multiple mediums, it’s important.
For those who are big time strategists who are typically thinking hard and long about strategy, it is best to often repeat “I am not the designer!” There’s certainly a grey line between a lot of aspects and that’s when working together becomes so important.
Avoiding stepping on each others feet can be challenging and it’s advantageous to have a long-standing, working relationship with designers. When you’ve worked with each other before and can almost read what the other is thinking, it makes this process much easier, and most times fun.
But, as is in most cases…, what if you don’t have this close strategy-designer relationship? Well, for one, just have patience. Secondly, you’ve got to be a good listener. Really understanding where they’re coming from goes a long way. It can help immensely to be sure you’re familiar with a lot of their previous work. Lastly, stay optimistic! It’s a lot easier to see each other’s points of view when you’re expecting a positive outcome. These tips will definitely help the strategists out there work closely with the designers out there.
So do any strategists or designers out there have any stories, good or bad, about the challenges and/or rewards of working together?
