JKR

“Shall we try one on the chair?”

Chancing across this image* from the same roll of film that gave us one of the 60’s most famous photographs inspired a couple of thoughts. Firstly, the chasm between ordinary and great creative work is often frighteningly narrow, and making the leap is often as much down to luck and endeavour as it is design. Secondly, making the leap generally requires having the space to just try things out. Typically it’s in both the client and agency’s interests to close projects down, focussing on what seems to be answering the strategic requirements best; a handful of choices reduced to one, which then gets fine tuned. As a designer, presenting work often carries the pressure of selling in an idea rather than opening up the thinking  – woe betide the designer who puts doubt in the team’s mind that the work they are just about to “buy” might be anything other than the perfect solution perfectly realised. But of course the truth is that trying alternative approaches out gives a better chance to make the already good into something great.

The work we are most proud of as an agency has often hovered above the bin in its early stages, saved by clients willing to indulge us in the chance to prove it can be better. The best work comes from relationships where creative honesty is allowed to flourish – if, in the face of the need for efficiency (and the benefits of being clear and focussed) we can all maintain a collectively playful attitude to the work, there’s always the chance we can have a better time getting better results.

* www.nickelinthemachine.com A fantastic site for anyone who loves London.