The Monday Morning WHIP // 81

You can’t polish a turd. And although you might be able to make it a good looking turd, it ain’t gonna fly with Stan (http://branddna NULL.blogspot NULL.com).

Had a creative team show me some concepts this week for a project I’m working on. I asked which was their preferred idea and they pointed to the first concept.

When I asked them why, they rambled on for what seemed like an eternity. Yet when they finished talking I was none the wiser.

So I asked them to explain the idea in a sentence. They couldn’t.

This is because what they had wasn’t an idea. It was a look. A feel. A design treatment.

So I gave them another chance to explain their idea.

They couldn’t.

Now some people might like cool looking stuff. Some people might be happy with well designed things. But not me.

I want to see ideas. Most creative directors do. And if you don’t have an idea, no amount of design or polish is going to hide that fact.

Written by Junior
Originally posted on: 12/07/2010
Category: WHIP
Tagged: .
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