Building a high-performance creative team with staying power in the corporate setting is a formidable challenge. Rome wasn’t built in a day and neither was the development of the new package design system for the Publix brand private label and the in-house creative team that moved this initiative forward.
Creative professionals who came together in October 2007 for the InSource Fall Event called “White Noise – How A Predominantly White Label Created So Much Noise For Publix And Its In-House Team” had the extraordinary opportunity to learn firsthand how this work has generated success for Publix. Hosted at the Publix Super Markets Corporate Office in Lakeland, Florida, this half-day event focused on major insights of this work from an in-house perspective, with an emphasis on various aspects that are relevant to other corporate creative teams.
Tip from InSource Board Member, Ivan Boden
Digging around for creative inspiration can be time consuming, and all too often designers hit rock bottom. The hidden idea or meaning that connects is just not there.
No doubt we use eons of methods to inspire creativity, however there’s one tool that should not be forgotten. The thesaurus.
Design begins with meaningful words. Unfortunately we’re not always provided good ones to work with. The thesaurus can help!
Read more about this helpful tip from Ivan Boden.
More designers are reaching the executive ranks. But where are they getting the general business knowhow they need? Learn more at http://www.businessweek.com/innovate/content/aug2007/id20070829_407662.htm?chan=innovation_innovation+%2B+design_innovation+strategy
If you would like to see your profile or your team’s profile on the InSource website fill out the questionnaire below and send it along with your photo to firstname.lastname@example.org for consideration.
Creative professionals are acutely aware of the ongoing need to develop good ideas and communicate these ideas in compelling ways. However, it takes more than good ideas to achieve maximum business success. Creative teams must do their best to generate “ideas that stick,” which means ideas that “are understood and remembered, and have a lasting impact” to change the thoughts and behavior of the people who are the focus of one’s attention.
Dan Heath was the featured speaker for a half-day InSource event held on Thursday, June 21, 2007, at SAS Worldwide Corporate Headquarters in Cary, North Carolina. His lively presentation explored some of the reasons (including fear, greed and lack of empathy) why people have good ideas that don’t stick, described the 6 principles of “sticky ideas” (namely, “simple unexpected concrete credible emotional stories”) and offered practical insights that in-house creative managers and their teams can use to generate and champion well-constructed ideas in the corporate environment.
To further the mission of InSource to enhance the understanding, impact and value of in-house design by sharing expertise, ideas and support, the InSource website recently underwent a redesign. The new InSource website offers a central gathering place for far-flung, often-isolated in-house designers to share ideas, information, concerns, questions and advice.
Just sit back and wait for the work to come to you? It’s easy to feel that just because your group is part of the company, all creative work will stay in-house. And even if that’s the case, does that bring inspiration and motivation to you and your staff? I say no. Read this article by InSource Board Member, John Baker, about how to promote your department.
Question: What is the number one challenge of in-house creative professionals in the corporate setting, according to a recent survey of peers? Answer: “Staying fresh and innovative.” Innovation was the focus of an in-depth discussion for the InSource community by panelists James Barrood, Gordon Kaye, and Bob Wagner. Sheree Clark served as facilitator throughout the half-day event held at Fairleigh Dickinson University in Madison, New Jersey, on Tuesday, April 3, 2007.
In the midst of tight deadlines, client revisions and staff meltdowns its difficult to find the time to create and document processes and procedures for the execution of your projects. But process is important. It protects your group from performance and financial risk and may even afford you and your team more time to do what you enjoy most – design. Read this article by Andy Epstein, Director of Graphic Design and Print Production at Bristol-Myers Squibb, and find out how to make nice with workflows and work instructions.
Every year a number of great ideas meet untimely deaths. The culprit? Communication breakdowns – those frustrating occasions when you just can’t seem to connect with your clients or convince them of the merits of your concepts. Few situations are more aggravating than going back to the drawing board when you’ve just come up with the Pablo Picasso of ideas or, worse, watering down your Picasso so thoroughly that it begins to resemble a toddler’s art project. InSource co-founder Glenn John Arnowitz contributed to this article that appears in the current issue of HOW magazine.