Design ideas aren’t the sole preserve of clever creatives! Even the best need some help getting their artistic juices flowing on occasion. How to do this differs for everyone, but as the old maxim goes; “Two heads are better than one”. In fact a few more than two heads is often a great place to start generating and refining ideas.
Here at Happy, we have a patented process called “Happy Storming” which forms part of the way in which we approach new briefs and creative thinking.
It’s a process that has proved hugely successful as we begin to generate initial creative concepts which are then developed into concrete ideas and designs; ones that we hope will inspire and enthuse our clients. It may appear a very simple approach but a lot of work and energy goes into the sessions and we always happily generate many more ideas than we had hoped for originally.
The starting point for the session is always the same: what is the brief? who are the clients? and what are they trying to achieve? This is where we take a comprehensive brief from the client and begin to understand what their hopes and dreams are. You can get so much just from taking the time to learn about a company and how they have got to their current stage and what they hope to achieve.
So, even before we gather ourselves around the Happy table, each of the team will conduct their own research, termed ‘The calm before (the storm)’ carried out in their own individual way, based on a crafted and refined brief.
Each pre-storm follow a similar pattern: firstly, gathering as much information about the client’s company, their brand, industry, competitors and of course, their aspirations. Further research can extend to the psychology of colour, as well as looking at brands and logos. Words, straplines, phrases and terms that may just spark an idea are all included. All this information is collated, along with colour swatches, patterns, images and anything else that may inspire.
Then comes the fun! All ideas are brought to the Happy table where we each relate the concepts behind our thinking (with much gesticulating….usually from me!) which in turn goes on the big Happy Thinking Pad. Notes, highlighted key points, thoughts and ideas and occasionally, the odd drawing (very odd sometimes!) to convey a thought (usually to hilarity amongst the Designers…I really am no artist!!!) are all eagerly discussed with some ideas instantly generating enthusiasm, especially when we can see how it could work so well for the client. Energy and inspiration is kept high and every idea is a Happy one!!
This is a really exciting time as we are another step closer to creating a completely new and unique concept/design.
By the time the Storm is over, the Happy Thinking Pad is always full! And it is from here that the designers will discuss the routes they would like to pursue and begin work on their ideas. As a team we’ll be kept appraised on how the designs are looking before they are complete and when everyone is happy, we are ready to present to the client.
The whole process is a wonderful mix of energy, inspiration and ideas guaranteed to produce ideas. It is amazing to see words and seemingly crazy scribbles on research pads spark entirely new suggestions. And of course it’s always wonderful to finally present our concepts to clients and to see them lost for words when you have surpassed their expectations. That always makes us smile and exactly why we are Happy!
Happy Debbie
Debbie Lewis is a Customer Support Executive at Happy Creative, a full service marketing and creative agency based in Blackpool, Lancashire. To learn more or contact us please go to www.happy-creative.co.uk
