THIRD WHEEL, OR TRIPLE THREAT?
For a while now, I’ve been seeing posts and reading articles championing the bringing of design to the forefront of the creative process, specifically within the advertising discipline.
Great, but haven’t we already been doing that?
As someone who has worked in this industry for a good while, the idea that it, ‘design’, wasn’t already at the forefront of the process is a moment of genuine puzzlement, which, with some thought got me to an eventual realisation.
The realisation was that despite my own design-focus, others simply didn’t think in the same way.
Saying that out loud now, it seems fair, as it’s not their job, it’s mine. But maybe that’s the problem too, we can be guilty of thinking too much in our own disciplines, not as a team working towards the best, most meaningful final output.
To suggest that design wasn’t as-important as the initial concepts… that design thinking couldn’t somehow elevate an idea when included from the very beginning, has always baffled me.
Design can be the department that gets briefed later, once the concept is signed off. The “Let us sort this out, then you can make it look nice” approach.
The problem with that has always been that by the time design is invited in, a visual direction has usually already been presented and approved. By that point, the window for standout, brave work has already closed.
Why does this happen?
The traditional, and sequential agency structure; Strategy > Creative > Design > Production is why…
So, is that thinking and approach really changing now? I hope so. I’m just surprised it’s taken us this long to realise the need for it.
How do we do it? The solution needn’t be complex.
Include designers in the creative kick-off, keep the same designer through the entire process and have them be the third wheel in the relationship.
The triple threat. Art Director, Copywriter, Designer.
Yes, it’ll feel weird and uncomfortable for a bit… and yes, it’ll cost more billable hours.
But the result?… a chance at truly memorable work, and designers that will feel valued and stick around for the next one.
