As said self-described super fan, I’m slightly ashamed to admit that it’s taken me nearly three months to make it through the Disney+ documentary, “The Beatles: Get Back.” (Again, those ever-present, ever-prevailing practical pursuits.) But now that I’ve finished watching it, it’s easy to see why I, and so many others, try to emulate John, Paul, George, and Ringo. I’m more convinced now, than ever before, that they are creative geniuses, the likes of which the world has rarely seen. And, as someone who attempts to be creative in my own professional (if still practical) pursuits, I saw The Beatles in a brand-new light during this documentary. Here are four fabulous lessons I learned about the creative process from the Fab Four.

1. The Best Idea Eventually Wins

I’ve watched my fair share of Beatles documentaries, and I was expecting more of the same from Peter Jackson’s “The Beatles: Get Back.” But to my surprise, the footage, the music, the interviews, the dialogue—everything was incredibly raw.

This creative choice surprised me at first, but eventually I grew to really appreciate the format. For the first time ever, I got to see The Beatles in their element. They were in studio, interacting with each other, writing songs, making music, planning a concert, and making creative decisions as a group. Every member brought their own ideas to the table to be altered, added to, and refined, before eventually given life.

Even though the group’s primary songwriters (John and Paul) wrote mostly on their own in these later years, each song was still credited to Lennon/McCartney—a testament to the significance of the group creative process. It may also explain why the post-Beatles individual iterations of each artist (with the exception of one example—more on that later) never spoke to me the same way.

Applying this lesson to creative endeavors, I was reminded of the power of the group creative process and how creative pride can sometimes get in the way of a good idea. When first formed, a creative idea has an uncanny way of bypassing the brain’s BS filter. It sparks to life and becomes part of the creator—an extension of their genius in a chosen medium.

No creative likes to kill their babies or have their genius called into question, but that’s the benefit of the group creative process—the best idea wins. This process provides checks and balances on unbridled creative pride and allows for good ideas to eventually become great. If The Beatles can subscribe to such a process—and remembering that its defiance led to their eventual undoing—anyone can.

2. Don’t Underestimate the George Harrisons

I was surprised to learn while watching this documentary that George Harrison—the infamously unsung Beatle, who was actually an amazing singer in his own right—abruptly quit The Beatles during the Let It Be sessions. Somehow this fact completely escaped me until now, and the circumstances that led to his exit reminded me of an important creative principle—never underestimate the quiet ones.

If you watched the documentary, you know that George essentially left the group after feeling that his voice was unheard. The “quiet Beatle” was either being drowned out by louder voices and larger-than-life personalities, or ignored altogether. Either way, his ideas were falling on deaf ears, and he felt lost in the noise—enough to leave the band altogether.

I have since learned that during the few days George left the group (he eventually got back), he wrote several songs that would later appear on his first solo album, the aptly named All Things Must Pass. In other words, George used the ideas that he was trying to communicate with his world-famous rock band to create a masterpiece of his own. And in the humble estimation of this self-proclaimed super fan, it’s the best collection of songs written by any former Beatle.

In a balancing act with lesson number (the best ideas eventually win), creatives need to be aware enough to recognize a good idea, no matter where it comes from. During creative brainstorms, the loud voices tend to win out. Even bad ideas can sound like good ideas when delivered by the right person in the right way. And those voices tend to drown out other, sometimes better ideas, especially from unlikely sources. It’s a good reminder to create a creative environment that encourages every voice to speak up and every idea to be considered.

3. Create a Culture of Creativity—Have Fun

For the uninitiated, the Let It Be sessions were the beginning of the end of The Beatles. From my understanding (before viewing the documentary), this period of time was entrenched in turmoil. And while the documentary certainly captures some of this, my general takeaway was different.

Despite creative differences, George temporarily leaving the band, and Yoko sitting on an amp (when she wasn’t screaming into a microphone), The Beatles genuinely seemed to have fun together. I was impressed with their ability to put differences aside and treat each other (and each other’s significant other) with respect and get good work done. Even as George left the group, the remaining members realized their mistake and made every effort to be contrite and reunite.

From a creative perspective, arguments arise, personalities differ, some valuable members of the group may even leave, but when you create an atmosphere of fun, great things happen. Whether you do this at the beginning of a brainstorm to get the creative juices flowing, or perhaps more importantly, create an ongoing culture of fun, this kind of atmosphere—one of laughter and levity—breeds creativity.

4. Don’t Be Afraid to Make a Creative Course Correction

“The Beatles: Get Back” not only tells the story of the band recording their final (released) album, it also documents the decision-making process that went into their final public appearance. Both projects were huge undertakings that hit multiple creative snags along the way. The band began filming the sessions for a TV show and an upcoming concert, but the specifics of where (and exactly what) were as yet undetermined.

Over the course of the documentary, the band moved between studios and evolved their ideas to adjust to complications and fit within certain constraints. Eventually, they landed on an idea that became perhaps the most famous (and infamous for its illegality) concert ever.

The Beatles final public concert took place on the rooftop of Apple Corps (not that Apple) headquarters in London. It was unannounced, unceremonious, and to the dismay of a large gathering of onlookers, totally unauthorized. In fact, the show was shut down by the London police, not long after it started. It was nonetheless, a genius idea that evolved from a longer list of other failed ideas.

Drawing parallels to present day, creative ideas aren’t always in final form the first try. But that doesn’t necessarily mean they’re bad from the outset. Some ideas take the long and winding road to greatness, so don’t be afraid to make a creative course correction when needed. If you’ve ever had the idea that “there’s something good in there somewhere,” you’re probably right. You might just be an iteration away.

Whether you’re engaged in the practical pursuits of a creative career or you’ve fully embraced the mop top phenomenon (bangs are back, no need to feel ashamed), take it from the creative quartet themselves. Follow these four lessons to turn off your mind, relax and float down the proverbial stream of consciousness toward better, more complete creative ideas.

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The “Chobani” Serif

One of the most prevalent typography trends to gain speed over the past couple of years is the so-called “Chobani” serif. In late 2017 when Chobani unveiled its extensive rebrand, a major shift took place within the branding landscape. All of a sudden, brands were eager to project the same friendly, approachable tone that Chobani achieved with the introduction of their new logo and accompanying custom typeface, Chobani Serif (drawn by Berton Hasebe in collaboration with Christian Schwartz).

Characterized by plump curves, stubby serifs, and a tall x-height, the typeface effectively communicates a warm, nostalgic familiarity. And that’s by design. The organic letterforms harken back to time-honored typefaces like Cooper Black, Windsor, and Souvenir, which rose to peak popularity in the ’60s and ’70s. They were all originally drawn in the early decades of the 20th Century, and their appeal has now endured a hundred years’ worth of changing styles. The recent trend has spawned a good number of retro revivals and re-imaginings of the humble rounded serif, most popularly, Recoleta by Latinotype.

Deadpan Sans-Serifs

A popular typeface to pair with a friendly, rounded serif typeface is a no-frills sans-serif. These faces are often categorized as grotesque sans, in the same vein as Helvetica. But why settle for a system font when you can choose a typeface with a unique sense of refinement?

There’s been a recent surge in popularity for typefaces that feel like Helvetica, but add their own twist on the genre. Suisse International, GT America, and Sharp Grotesk are all good choices, ranging from most Helvetica-like to more unique. But if an idealist’s version of Helvetica is what you’re really after, go with Neue Haas Unica. It’s flawless.

Fun fact: the word “neue” (as in Helvetica Neue or Neue Haas Unica) is a German word, pronounced “noy-a.” Likewise, Neutraface should really be pronounced “Noy-traface” since it’s named after Austrian–American architect Richard Neutra.

Unconventional Everything

Contrast is the name of the game when it comes to pairing typefaces, and when you’re using tamer fonts like Recoleta or Suisse International, nothing makes a better sidekick than a hard-hitting, one-of-a-kind display face to really punch up a piece.

One source of truly innovative display typefaces to emerge in the past couple years is Future Fonts, a foundry of sorts billed as a place “where type designers sell fonts in progress.” It has become a breeding ground for mind-blowing ideas in type design. The site has nurtured the development of some legendary typefaces, including James Edmonson’s variable axis blob-fest Cheee and his equally imaginative reinvention of Eckmannschrift, Eckmannpsych.

Other notable releases include Tommi Sharp’s Taters (designed by carving actual potatoes), and the brain-bending Digestive from Jérémy Landes that would make a worm squirm with delight. Employing creative typefaces like these pushes the limits of legibility, while projecting a distinctive voice that isn’t easily ignored. And by purchasing and using these fonts during their development, you can help fund the growth of emerging type designers.

Keep your eyes open!

This is by no means a comprehensive list of the current typography trends; the design landscape is constantly shifting and it’s important to be on the lookout for new and exciting ideas. Whether you’re hoping to capture the current zeitgeist or buck the trends, knowing what’s going on in the world of type is crucial for creating effective, impactful work.

Here’s a few handy links to my very favorite resources for staying abreast of the latest developments:

• Fonts In Use
• Brand New
• Future Fonts

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Branded Hashtags

Branded hashtags are unique to a particular brand. These can be as straightforward as using the brand name or a variation of the brand name. A brand can also use its tagline or a form of its tagline as a branded hashtag. As an example, Nike often uses #JustDoIt as a branded hashtag. These hashtags can be a great way to brand your content and give your audience a way to search and find your posts.

Community Hashtags

Community hashtags are a great way to engage and interact with your target audience on social. Brands can create and use a community hashtag and ask followers to use it when posting something that relates to the brand. Outdoor brand Poler uses #campvibes and encourages its followers to use the hashtag when posting about their own outdoor adventures.

Campaign and Event Hashtags

Creating a hashtag that is specific to a campaign or an event is a great way for a brand not only to organize the campaign content, but also let its audience know the brand is doing something important or noteworthy. These hashtags usually have a start and end date that coincide with the campaign or event, but can be reused if applicable. These hashtags should include the tagline or messaging around the campaign or the name of the event. When Coke launched its “Share a Coke” campaign, which promoted gifting their personalized Coke bottles, it introduced and started using #ShareaCoke on all posts and encouraged consumers to do the same.

Holiday Hashtags

Holiday hashtags provide simple ways for a brand to interact with its audience and stay relevant and timely. #4thofJuly, #Christmastime, and #HappyNewYear are just a few examples.

Trending Hashtags

A brand can use its own social platforms to participate in larger conversations by using trending hashtags. Recently, a number of brands have posted content and used hashtags related to trending topics like #COVID19 and #EndRacism. Brands should use caution when utilizing trending hashtags to avoid the appearance of commercial exploitation. The message that accompanies the hashtag must feel authentic and should contribute something meaningful to the broader conversation.

Hashtags may seem like one more thing to add to your to-do list as a marketer, but using them correctly can add additional value to your content and provide additional opportunities for your brand.

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Competing for Copy

Most humans have a shorter attention span than the average goldfish. With so much competition for time and attention, writing that gets to the point is much more effective at delivering meaningful messages to the masses.

A Concise Device

From first light to last light (both lights being cellphone screens), people spend a lot of time absorbing information via their phones. These small screens, and a world of information at the ready, have contributed to the trend of reducing writing to the bare minimum required to communicate.

Attack of the Acronym

Today’s online culture is so obsessed with succinctness, it has even reduced expressions of frustration with long-winded writing to a simple acronym—tldr. There’s no better feedback (see slap in the face) to a verbose writer than this 4-letter phenomenon.

Advertising Effectiveness

Long-form writing has its place in advertising, but when trying to convey quick meaning and promote memorability, short quippy copy stands out. Even when long-form writing is called for, copy should be kept to a minimum.

Simple, Short, and Surprising

As a general rule, less writing = more meaning, especially in advertising. There’s power in brevity. Keeping copy simple, short, and surprising speaks volumes and, in an ironic writing twist, tends to have a longer lasting impact on readers.

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As a business, what are your goals and what are you looking to accomplish with social media? Are you wanting to increase sales, or are you looking to build up your database? Maybe your brand wants to position itself as a leader in your industry and you need to create value-based content for your audience?

After you’ve identified your goals, you’ll want to evaluate your budget. Your budget may help guide you in deciding what platforms to be on. It’s important to be consistent and active on a couple of platforms rather than spread yourself too thin while trying to manage multiple accounts.

Whatever your goals and budget are as a business, identifying them will help you decide where to invest your time and money when it comes to social.

Next, think about your target audience. Who are they and what social platforms are they most active on? If you don’t know where your audience spends their time on social, a good place to start is to look at your competition and see what they’re doing. What platforms are your competitors on? What kinds of content are they posting, and most important, what kind of engagement are they receiving? Knowing which platforms your target audience is on and what your competition is doing with social can help guide your decisions.

To help jumpstart your search here’s a short list of social media platforms with possible applications for your brand.

LinkedIn: Ideal for B2B companies, generating leads, connecting your brand to key decision makers, sharing your expertise with value-based content.

Facebook: Helps with visibility, building a community, offers tools to interact with customers, ways to promote events, and solutions to sell products.

Instagram: Perfect for visually engaging with audience, ideal for ecommerce.

Twitter: Ideal for providing quick timely customer engagement.

TikTok: Great for brand awareness especially with Gen Z, a platform designed to highlight your brand’s lighter, creative side.

YouTube: Perfect for engaging with audience in a way that’s visually compelling. Ideal for product reviews, behind the scenes, promoting and sharing events, interviews and filming podcasts.

When you consider your goals, evaluate your budget, and think about your target audience, you can find the right mix of social media platforms for your brand. And you can keep an unblinking eye out for the next big thing to benefit your business.

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The Negativity of Creativity

Although negativity has a way of creeping into nearly every creative pursuit, just about everyone can relate to one particularly familiar form—writer’s block. Writer’s block is the sudden, sometimes inexplicable slowdown of creativity. It strikes without warning (sometimes mid-sentence or idea). And it can last for mere moments or linger long-term. Some well-documented cases of writer’s block have lasted for years with no end in sight (Herman Melville stopped writing for years before producing his most famous work, Moby-Dick).

Even though writers often struggle with writer’s block (hence the name), the concept is just as familiar to those who pursue other creative endeavors like music, dance, invention, and art. This inability to create (even temporarily) can be incredibly frustrating. It leads to negative thinking, which in turn interferes with creative thought, which in turn leads to more negative thinking.

In addition, there’s a certain stress that’s inherent to creativity—an ever-present pressure to produce something worthwhile. Sometimes this pressure is self-imposed and sometimes it comes from outside influences like clients, audiences, or even members of one’s own creative team. Either way, stress has a way of working itself into the creative process, and usually does more harm than good.

A Proclivity to Pessimism

Several recent studies suggest that the link between creativity and negativity is no coincidence. One such study conducted by Adam M. Perkins, of the Department of Psychological Medicine at King’s College London, proposes that both creativity and negativity are controlled by the same part of the human brain.

Spontaneous thoughts, such as those associated with creative thinking, often prove to be negative in nature. And the theory that a person with an inclination for imagination might also be vulnerable to negative thinking may, in fact, be connected by a common biological cause. Other studies have linked artistic creativity to depression. Some even suggest that these negative emotions play a part in fueling or influencing creativity.

Throw Creative Caution to the Wind

No matter where negativity comes from or why it tends to be part of the creative process, there are ways to harness it for creative enhancement. And unsurprisingly, the solution is found in creativity. In other words, getting around negativity and even using it as motivation for creation takes, well, actual creativity.

Steven Tyler and Rock & Roll Hall of Fame band Aerosmith take this approach with their songwriting. They call it “dare to suck,” a process that throws all creative caution to the wind. Each week, Aerosmith meets together to purposefully discuss ideas that are most likely bad. And most of the time, their terrible ideas are, in fact, terrible. But once in a while a hit song comes out of a supposed bad idea. And it all happened because the band “dared to suck.”

By purposefully doing the very thing nearly every creative is afraid of (sucking), Aerosmith understands and embraces that creativity is a struggle. In doing so, they bypass the negativity of creativity. And they move straight on to persevering through the pain. They are unafraid of writer’s block, or expectations, or any other source of negativity. Instead of letting negativity derail a project for mere moments or even years on end, they embrace the negativity and view it as an essential element of the creative process.

The Creative Paradox

Whether taking the long, drawn-out road to creative completion, or embracing negativity at its outset, it’s paradoxical that positive outcomes usually require some amount of negative input. By turning negativity on its head and viewing it as a positive that can eventually lead to something great, creatives can avoid the type of negativity that wreaks creative chaos and instead embrace the type of negativity that leads to innovation and creative satisfaction.

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Before you set out hunting for clues, be sure you know what you’re looking for. For the marketer, that means clearly defining your objectives. Begin by asking yourself the following:

• What must the organization accomplish?
• How will we know if we’ve succeeded?
• What benchmarks have we measured and what metrics will we measure along the way?

Now that you know your purpose, the trail begins with the basic facts. It’s time to ask yourself another simple question:

• Who is your audience and how do you reach them with as little “waste” as possible?

To organize your thoughts, it might help to structure your search using this simple formulaic definition of marketing strategy:

• Marketing Strategy = Target Audience + Product, Price, Place, Promotion

Every good detective knows that the big questions can only be answered by asking and answering many smaller questions along the way. Breaking down the question further, the right answers can be found by asking the following sets of more detailed questions:

Product:

• What product are we trying get them to purchase?
• Can or should we adjust/repackage/bundle the product to be more attractive to the audience or more lucrative for the company?

Price:

• What is the price of the product?
• Can/should we raise, reduce, bundle, discount, or otherwise adjust the price to make it more attractive or more lucrative for the company?

Place:

• How will the product be delivered, distributed, and received?
• Is the point of purchase found online or at a physical premise?
• Can we adjust the point of purchase to make it more attractive or more lucrative for the company?

Promotion:

• What message will speak to the audience while effectively selling them on the product?
• What media should be used to bring our message to our audience?
• Where does the audience consume media and what are the relative costs?

When building a marketing strategy, it helps to investigate the facts in an organized, methodical fashion. Play the role of detective and ask a series of simple questions to uncover clues that will put you on the trail of paying customers and profitable campaigns.

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If you’re thinking it might be time for your brand to shelter in place, think again. Below are a few ideas of how your brand can be part of the solution and not just another distraction.

Support Public Health

We all need to do our part to slow the spread of the virus. Ensure that your business is following and supporting self-quarantine guidelines issued by government agencies and health officials where applicable.

Use your brand’s platforms to show your support for these types of measures. We’ve recently seen Disney release movies ahead of schedule on their streaming service as a way to encourage social distancing and staying home. Communicate with your audience on how your brand and business is adjusting and taking measures to ensure public health and safety.

Adjust Promotions

The current health crisis is fueling an economic emergency. Be conscious to the fact that many people have seen reduced hours or are now without work. Avoid being aggressive or opportunistic with direct sales. Look for creative ways to promote goods and services that your audience needs or, when possible, offer free goods and services to your audience and community.

Be Part of the Solution in Your Sphere

Think of creative ways your brand can help. First, think about your audience and what they need right now. Look for ways to create and provide real value for them during these challenging times. Domino’s Pizza just launched a “we’re hiring” campaign focused on letting their target audience know they’re here for them.

 Next, look beyond your sphere. Charities and organizations that are involved with fighting the virus directly or indirectly are in need of help. Consider donating goods, services, or time where you can. DaleBoot, a custom ski boot manufacture based in our very own Salt Lake City, recently paused their operations and is now making face shields to help protect first responders and medical professionals.

It goes without saying, but it’s a challenging time for everyone. As marketers, we have an opportunity to help and to use our brand platforms as vehicles for doing good in uncertain times. As a creative agency with a knack for solving problems, we want to help! If you have a need and you’re looking for a partner who can approach problems from a different angle, we’re here for you. Let us know what you’re working on and we’ll roll up our sleeves and get to work together, remotely of course.

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1. Come up with a few ideas ahead of time

Brainstorming favors the well-prepared. Spend a little time before your brainstorming session to think of a few ideas on your own. You don’t necessarily have to share them all at once when you come together with the larger group. But when you get the ball rolling ahead of time, group sessions tend to flow much more smoothly. 

2. There’s no such thing as a bad idea (yet)

When people fear the wrath of creative retribution from their colleagues, they refrain from speaking their minds and good ideas go unshared. When you begin your brainstorm sessions, make it clear that there’s there no such thing as a bad idea (yet). Throw everything on the wall and see what sticks. Your initial brainstorm session should be a judgment-free zone, where all ideas are considered. Besides, sometimes “bad ideas” are great ideas in disguise—just a few steps removed from your next winning concept. 

3. Set the right mood

Believe it or not, the overall feeling in the room can have a big impact on your thinking. When the mood is somber and people are stressed, creativity suffers. On the other hand, a relaxed happy room is much more conducive to creativity. Don’t be afraid to crack jokes or try to make people laugh. Even if your humor has nothing to do with the subject of your brainstorm, you can set the mood with how you think, feel, and act for a better brainstorming session.

4.  Have inspiration resources at the ready

Every brainstorming session should have plenty of sources of inspiration at the ready. This inspiration could be as close to the subject matter as a client’s brand book to help you find the right voice. Or, it could be something as obscure as a random magazine, a catchy tune, or quick web search for keywords. Turn to whatever inspiration helps the creative juices flow. Because great ideas usually come from the most unlikely of places.

5. Research idioms and other common phrases

Every creative campaign comes with a list of at least a few keywords. These words can usually be determined simply by saying what you’re trying to accomplish in plain language. And once you’ve said something simply and to the point, you can start to approach it from a creative perspective. Underline a few keywords and check online resources for common idioms. Then, see if you can put a spin on a commonly known phrase to help you bring attention to your subject.

6. Find ways to get distracted 

Some of the worst brainstorming sessions start with the best intentions. A group of creatives gets together determined to solve a problem and come up with a million-dollar idea only to find that overconcentrating on the issue has completely backfired. There is such a thing as trying too hard to be creative. If ideas aren’t quite connecting, step away and see what happens. Get up, walk around, play a game of darts, or just take a bathroom break and let your subconscious solve the problem for you.

7. Take your own ideas with a grain of salt

For whatever reason, your own ideas always sound better in your head. The idea could be complete garbage. But because you came up with it, you’re determined to defend it to the death. If you think of an idea that’s pure, unadulterated genius, but your clearly dimwitted coworkers can’t seem to grasp the creative concept, there’s a chance it might not be so genius after all. Take your own ideas with a grain of salt. If they catch on with the rest of the group, you can all celebrate your brilliance together. 

Coming up with creative ideas can be hard. So, whether you’re a seasoned expert at brainstorming or just really good at getting distracted by brainstorms, try these 7 tips to think creatively and conduct better brainstorming sessions.

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As a designer, it’s essential that I understand my audience. And because I traffic in art and ideas in the service of my client, the client always has been and always will be my first audience. The problem is that sometimes clients can feel like that room of engineers—obviously brilliant, but lacking a background in design and sometimes feeling a world apart. So, how do I effectively communicate advertising concepts to clients? The same way I communicate them to consumers—by doing more to understand my audience.

The ideal creative project is a myth

Imagine the following scenario: the client comes in with a singular clear-cut problem and allows absolute creative freedom. The creative process couldn’t have gone better and the project looks great, makes functional sense, and brilliantly solves the business problem. The client loves everything. They approve every round of work, complimenting everything along the way. But in the business world (i.e., the real world) the likelihood of one clear cut problem is…unlikely. And that’s too much trust to place on one side of the partnership anyway. Successful creative solutions are always successful partnerships between the client and the designer. The ideal design process involves both the client and designer working together to find the best way to communicate the big picture.

The client-designer partnership puzzle

In my experience, it’s best to think of the design process like a puzzle—the designer holds half the pieces and the client holds the other half. As a designer, it’s my job is to understand the client’s business so that I can understand where the consumer’s pain points might be. I might never understand the business on the same level as the client, but knowing some of what they know and who they are trying to reach are key components to the puzzle that every creative must have. Understanding a client’s background and listening to the client’s needs offers important context to the creative solution. It’s an enormous part of the initial research.

Know your audience and identify the problem

Together, the client and designer should really dig into the details of the problem and work to create a creative brief—a document of mutual understanding and an outline of the big picture. Another important part of the design puzzle is understanding any constraints the client might have. Because here’s a secret: designers thrive on boundaries. These guidelines could be as simple as staying within a particular look, within a specific budget, or a specific set of technologies. But rules and guidelines help both client and designer to navigate through the timeline of the project and keep everyone on the same page. Once the project begins, the designer can work within the guidelines to solve problems more creatively and effectively.

Provide critical feedback

Once the initial design is done, it’s the client’s job to provide critical feedback. This should be more than just a cursory opinion of color. Critical feedback means evaluating the creative direction to see that it solves the problem in the creative brief, stays within the parameters of the project, and matches the conversations between client and designer. Good designers excel at creative feedback—the work is always in line and shape, mood and tone, and the sum of those things: visual direction. Clients shouldn’t be afraid to ask why a designer solved a problem a certain way. And like all good relationships, the creative-client relationship involves sharing information and ideas. Providing critical feedback helps create positive discussions about what is working and what isn’t. Though they may sometimes seem worlds apart, the designer-client relationship is an essential part of crafting great ideas. And when both parties come together to speak the same big-picture language, audiences (including the client) get better advertising results.

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