A Journey in Branding
Balancing Corporate and Creative
The new Cina Associates branding site is up documenting select identity projects through the years. One endeavor of my career is trying to find a balance between ‘corporate’ and higher creative. It’s not about always having a perfect project but about what I can bring to the table: energy, attitude, communication, trust, experience, gathered wisdom and creative methods. Design work is inherently challenging, but it’s this challenge that keeps me going.
https://branding.cinaassociates.com
One of the reasons I still work for clients is that I really like using my imagination in new situations to help people realize their dreams and show them a larger landscape in which they can thrive. I also still am interested in typefaces, symbols, color, and form.
The older I get the more I am into communication and using what wisdom and experience I have obtained to help people. Now I approach every project in an open/abstract manner, trying to find the best tool. I have been seeing how my process has expanded and thinking about how I use multiple approaches/tools and perspectives to find solutions now.
Francis Bacon (the 17th-century philosopher) championed four meditative methods to “solving problems.” I don’t really see creative endeavors as solving problems, always struggled with that analogy, but more like methods to finding inspiration. I find clues or threads and follow those leads while layering multiple approaches.
System-Centric: Examining systems as a combination of sub-systems and questioning their arrangement to meet specific constraints. Basically using thinking tools like subtraction, multiplication, division, task unification, and attribute dependency.
Problem-Centric: Focus on identifying/understanding the root cause of a problem and addressing it. Techniques like asking "why" multiple times help in root cause analysis.
Solution-Centric: Start with what is already working in a given context, known as "bright spots" - I see it as finding the energy and adding to it. Metaphors and analogies can play a role here.
Solver-Centric: Focusing on clarifying assumptions rather than judgment.
One of the greatest joys has been collaborating (also a method) with other great designers as well. The older I get, the more I see limits to solo work and try to find new ways of working.
Thanks to all who have been part of this journey and more sites to come! Let me know if you have any favorite methods.
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Links: Cina Associates, Cina Art, Public Type
Would love to read more about your 4 approaches. I find your work fascinating and truly inspiring.