When You Think About it, Creative Freedom May Not be as Free as You Think
There are three things every creative yearns to hear: “we pay the total up front,” “our staff is ready to sexually reproduce with you at your request,” and “be as creative as you want.”
It can be terms in graphic design the client uses, hoping to impress you with their design knowledge, a descriptor thrown out that doesn’t really translate properly (read this weird battle to understand the word, “sophisticated” from someone supervising a design project), or an innocent misunderstanding of the true needs of the client, and the personality of the designer.
New blood, new ideas
While living in a far away city for a short period of time, on some family business, I received a call from a local recruiter who had suggested me for a project with a local card company that specialized in appointment cards for the health industry, specifically doctors, and dentists. The new creative director said he had heard my name, and knew of my experience with Hallmark Cards, and American Greetings. He may not have known about my experience with MAD Magazine, which always flavored certain parts of my work, and often gave the taste filters at Hallmark strokes.
He was the new blood at an old, family-owned company, and wanted to bring the usual look of the reminder cards out of the 1960s, to create graphic works of art that people would keep, pinned to bulletin boards, and refrigerators, long after the appointments had been done, and over. “let your creativity run wild,” he said to me.