12:30 am still at Red

Now work has been pretty hectic lately with projects all seemingly due at the same time. Now this wouldn’t be that big of a deal if the office were more organized and on top of things but it feel like to me that a majority of the time the only one who is really aware of deadlines is Ronda and this has caused some ridiculous hours. I knew this week was going to be frustrating so I am trying not to let the miss communication and waiting for decisions to get in my way. The hard part is staying on point when the given direction is vague. For example on Wednesday there is a identity proposal for a wine maker and bed and breakfast wine experience type place. Now last week i was asked to do some logos for this but didn’t know any of that information I was just told hey work on a wine logo there are 4 possible name 2 in Greek (Proposis) & ? , August and 39 degrees. Now identity design is a complicated process which requires understanding a clients needs and a defined problem. With out understanding a problem the answers can be infinite! Now this wine logo was being worked on by nearly the entire staff. I think 8 designers took a stab at 1 2 or all the names. I had some time so I did versions for 3 or the names. Now with out any defined problem a designer has to make one up in order to rationalize their design decisions. Conceptual thinking requires a problem and most problems can be solved through digging up the essence of a company. This was not done in this case nor was there any direction given. not even cost. This left an endless array of possibilities which showed up when we all put up our chosen direction and solutions. After looking at all the designs it was clear that each individual designer with out any direction thus falls back on what they intern feel most comfortable doing. Many of my solutions were one color with simple san serif typography and some slab serifs as they are making me happy at the moment. WIth all the different ideas on the wall the art director then chose some directions. She called me into her office it was Saturday by the way and asked which solutions were mine. I pointed out my work and very quickly she said nope you are not on the right track I looked at her a little puzzled and she then asked me if that was alright. I replied with ” you arn’t going to hurt my feeling but if you want us on the right direction it needs to be pointed out or at least hinted at!” she said “your probably right but some projects need fresh thinking! I replied with “as long as time permits” and she smiled and agreed fully. Now this doesn’t mean that my logos were bad it just is an example of what I like to call the closed eyes ball shot design. Each designer closed their eye and took a shot it is pretty easy to miss when your eyes are closed. This says nothing about solution or the exiting problem though. Now if i were given more info a greater understanding of research or background or possibilites I might have had a better shot. I think some of the decisions the creative director make are too hasty and some are too slow it feel like she needs to feel like the idea was some how hers even if it is not. I think that design is about solving a problem and when you try and to solve a problem you must first know what that problem is? It is chicken and egg thing.