Lydia

         My design philosophy is free creativity.  By this I mean freedom from limitations through creativity, with creativity, by utilizing not one, but all of your given talents. Every human being is created differently; we each have our own unique genetic code that identifies us from any other human being alive.  This is also true about our talents.  Each of us has our own special talents, gifts and specialties. I believe if each of us were to stay true to our own specialty, our work will instantly differentiate from anyone else’s.  This is not to say do not find influence from others.  As a matter of fact Hillman Curtis says it best when he states, “…Picasso was as influenced by Matisse’s palette as he was the African masks in Derain’s studio” (Curtis, pg. 124).  Curtis goes on to quote Matisse stating, “I’ve never avoided the influence of other people. I would have regarded that as cowardice and a lack of self-confidence.” (Curtis, pg. 124).  With that being said, I draw inspiration from everything around me to include: music, chorography, writings, nature, people, etc. For example when I first hear a song, I am most often inspired with and idea of what the theme should be for the music video, or the creative direction for the album art and tour promotion etc.   This is the same for branding and rebranding, whether it is for a start up business, or an established corporation/ organization. This is important because, “How a brand is perceived affects its success, regardless of whether it’s a start-up, a nonprofit, or a product.” (Wheeler, Designing Brand Identity, pg. 2)

            I have a unique ability to feel, or empathize and express.  Through the MDMFA  program at Full Sail University I found one of my strengths to be copywriting.  Because I can empathize it allows me to capture the attention of the reader and hold it.  I understand how to connect with the reader through studying the target audience and learning what will trigger and intrigue them. This is useful for testimonial ads, taglines, various advertisements, and creating personas as well.  This skill also translates well in creative direction.  For example, it allows me to effectively recognize and understand how to utilize the specific talents of different members of a team in order to successfully execute a project from conception to creation. In the future I would like to be remembered as an concept whisperer, by this I mean a creative director whom is able to take any idea, book, song, business, or brand etc. and translate it visually in a way that is unique, relevant, effective and inspiring.

 

References

 

Curtis, H., (2002).  Mtiv: Process, Inspiration, And Practice For The New

     Media Designer.  Berkeley, CA:  New Riders

 

Wheeler, A., (2013).  Designing Brand Identity: An Essential Guide for the Whole   

     Branding.  Hoboken, New Jersey:  John Wiley & Sons, Inc.