Designers are problem solvers. So are plumbers, accountants, doctors and lawyers. The difference is that we have chosen a trade that has both some really fun tools to solve those problems with, but also we are able to create emotional connections through solving those problems.

We are able to solve these creative problems – whether it’s redesigning a companies’ identity or creating packaging that will stand out on a shelf – because we practice our craft. We study what is going on in the marketplace. We immerse ourselves in whatever type of consumer product or business or service we are working on. And then we get out our tools and get to work. Our tools of course being;

First, our strategic thinking. We bring to bear our knowledge of the marketplace, the consumer, and the business, and create a reason for this company, product or service to exist successfully in the marketplace.

Second, our creative tools. These are the digital devices with which we evolve our thinking into a recognizable form through text, images and form.

Third, our creative reasoning. When we are presenting the concepts that we have created to our clients, many times, the way we present these are as important as what we are presenting.

Fourth, our ability to know the value of compromise. Compromise is not a bad word in this context. It is the natural back and forth of creative and client to solve a business problem with creative solutions. This is a natural and necessary step of the process that, when done in true collaboration with our clients, will result in the strongest work.

And fifth, the followup. After we have created our solutions and they are out in the marketplace, we need to show curiousity for how our solutions fared out there in the world. Not only will we receive valuable learnings, but we will strengthen our client relationships by demonstrating that we care about the results of our creative.

STANLEY HAINSWORTH
Chief Creative Officer of Tether
Seattle xCHANGE – Keynote Speaker