Managing Creative Projects
We've all seen those Facebook comics that our designer friends post. They reinforce how hard it is to be a 'creative' and how stifling the folks that manage creative projects can be. They feature illustrations of the horrible clients, decorated with red horns, that micro-manage and suck all the creativity out of a project. And they show the perfect clients, with angelic lighting, that utter phrases like, "Do what you want…you're the creative!" and "Deadline? Why would I box you in like that?!"I don't know about you, but it makes me really feel for anyone crazy enough to go into this field.Don't get me wrong. I've been know to say,"If you just wanted a monkey to run the computer for you…" But in general I think the creative mind needs guidance if you want results that are in anyway useable. If you're looking for a piece of art for your living room, let the artist go wild. But if you want a campaign or a logo or a brochure that will actually help promote your brand, then there needs to be some parameters.CREATIVE BRIEFIt took a long time for me to really appreciate a well thought out creative brief. It's almost an art form in and of itself. A good brief will give every detail needed to drive a great creative project and will inspire new and exciting ideas.But more importantly it's a tool to get the client to do their homework. "I'll know it when I see it," to a designer should be like a beeping red warning light to a pilot. But more often than not I've found that clients know exactly what they want. They just haven't spent the time or haven't found the outlet to put it into words. If serious thought is put into a creative brief it should save everyone time and the client money (since the immediate response to "I'll know it when I see it" should be "I'd like to bill this project hourly, please").DEADLINESI'm sorry. I'm a creative and I need a deadline. I know 'my people' are going to hiss and boo, but without a deadline I flounder. Something about a set time when I have to deliver designs and ideas really gets my mind going. I hate to admit it, but some of my best work has been under a ridiculous deadline. I'd like to think that has something to do with a tight deadline limiting clients' revisions and tinkering, but I fear that's just a small part of it.Now arbitrary deadlines are another thing. Don't say, "I need this tomorrow." unless you've got a seriously good reason. But a reasonable timeline is always a good idea.OFF THE ISLANDMy designer friends are probably going to say I've gone to the dark side. I might as well go out and trade my Mac in for a Dell. But I think my success in building a business where I'm selling nothing more than pretty pictures and creative ideas has been the ability to understand my clients' more tangible needs. I have tried to give them what they want…not what I want them to want. If you approach each project as though it was a piece for your own company, then clear parameters and deadlines will be one of your most effective tools.-Brandt Hoekenga