The creative process
INOX COMMUNICATION has developed a special methodology in relation to visual communication: the Visual Statement (ViS). It has become an essential tool in the creative process and is particularly effective for defining a new visual identity, either for a company or specific product.
In the field of applied arts, creative work exists in response to a need expressed by a client. The objectives to be met (positioning, target audience, strategy etc) are explained in a brief. The graphic artist or designer in charge of the project then begins translating into visuals what the brief explains in words. The potential creative area is vast, depending on the ability of the designer to interpret the client's needs. The client, in turn, will have the opportunity to react to the creative proposals according to his taste and preferences.
This is an important point about the traditional creative process: it responds to selections, choices and reactions from the designer who makes the proposals as much as from the client who receives them. Subjective judgement is a perfectly normal phenomenon: we all react to visuals spontaneously with our senses. It is an emotional not an analytical reaction, just as when we see a work of art: I like it / I don't like it.
The thinking process
Connecting creativity to objective measures that are understood and accepted by everyone.
When someone judges a piece of creative work, their subjective evaluation becomes an integral part of the work itself. On the other hand, the brief for a creative project must put less emphasis on subjectivity to avoid making a purely emotion choice. The creator's intuition together with the client's can be rewarding but, by definition, intuition represents a risk. The Visual Statement frames the creative work to make it understandable and efficient.
The basic principle is to determine, right from the start, a field (often called the playing field) in which the project is located. This field is defined by clear, objective ideas about the intrinsic values of the brand or the product. The creative process is then kept in line with the ideas that are understood and accepted by everyone.
As an example, we can define the objective value for a watchmaker as precision. And for a scientist, innovation.