Linda Jukic is Moon‘s incredibly talented Executive Creative Director. She was one of six speakers invited to honestly address the joys and challenges of making your creative ideas a reality at the recent Sex, Drugs and Helvetica design conference. These are the golden rules that underpin her work at Moon.
Create opportunity.
One of the most exciting parts of an idea is exactly where it can go and what it could truly be. Don’t be afraid to explore and share ideas beyond the original scope of work (just as long as you’ve nailed what they originally asked for). There’s a chance they may buy it and do it.
Make it real.
Whether it be an awesome render or a physical to scale mock-up, make your creative tangible for the client. The senses are exceptionally powerful, the ability to really ‘see, feel or hear’ creative gets clients going. Use it to your advantage.
Focus on the detail.
Eames said; “The details are not the details, they make the design”. Enough said.
Believe in it.
Believe in your creative idea and vision. Never lose faith in the idea or all the things that need to happen to make it happen, just the way you believe it should. As soon as you have any doubts, your team will pick up on them as will your clients and suppliers. And doubt can be just as challenging (and tricky) to manage as tight timings and small budgets and who needs another creative hurdle?
Work your butt off!
Belief is only half the equation. Effort is the rest.
Be nice.
Always be reasonable and fair, never rude or demanding. When projects are tight in timings and budget, your standards high and your creative vision clear, take the journey with a smile and with gratitude. It’s rewarding to see what is possible and exactly what and where you can get to if you treat people nicely.
Dreams can come true.
Most often design work involves compromise. So much happens between where you start and where you end up that it doesn’t feel like the same piece of work. This was one of those delightful jobs where what presented as our original creative concept and intent was pretty much what exists within the world today (with lots of crafting and detailing in between). It does happen.
More about Linda Jukic. This post was first published on Moon’s blog.