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PSFK Conference SF Recap: Making Inspiration Matter

PSFK Conference SF Recap: Making Inspiration Matter
Advertising
Lauren Isaacson
  • 30 july 2008

At PSFK Conference SF, Gareth Kay (Modernista, Brand New), Eric Corey Freed (organicARCHITECT), Josh Morenstein (fuseproject), and Frank Striefler (TBWA\Chiat\Day & Media Arts Lab) shared their views on how people and brands can take inspiration to create change. Some key points:

  • A curious mind can be inspired by anything.
  • You get inspired by adding life to your work rather than adding work to your life.
  • Sources – a glass of wine, just before you drift off to sleep (keep a pen and paper on the nightstand), when you are clearest of thought, and alternatively, when its really stressed.
  • Looking for other problems to transcend the mundane, grilling the client to find out what they really want.
  • The client that tells us we can make whatever we want isn’t so great. We need some constraints.
  • Collaborating with the client can create the kind of challenges that create great work.
  • Constraint is liberating. Not being fearful of parameters.
  • Designers sometimes self-impose their own constraints and need to let go of it, what assumptions do we need to reinvent?
  • Being involved and fine tuning the product and process makes for great work.
  • We start by trying to assume nothing, we get to know the client, begin a dialogue with the client
  • Chiat\Day’s Disruptions. You have an obligation to do things differently. They have a history that inspires people to want to do their best work.
  • Fostering conversations and interaction by design (big long group desks, high traffic points)
  • Challenge your collaborators – out design me, put up or shut up
  • Be allowed to explore ideas that will never be seen by the client.
  • Allow people to see how they can connect the dots differently, see what you could do not what you should do.
  • Take away the crutches – no computers, no straightedges, all freehand.
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