From Ads to Products. How a Creative Director fell in love with grey boxes
In my career journey, rooted in the world of branding and advertising, I’ve developed a genuine passion for the structural nuances of product design thinking. I find myself diving into Figma, weaving together screens and navigating the fine balance between making it beautiful and making it work.
As a graphic designer, my natural inclination is to plunge into the realm of high-fidelity mockups, prioritizing beauty before functionality. It’s a learning curve that has shaped my approach over time, emphasizing the delicate dance between form and function.
The shift from a creative-centric role to one centred on products was gradual yet transformative. Initially immersed in the world of branding and advertising, my curiosity about the structured nature of product design led me to tools like Figma. A design philosophy that’s a nuanced blend of high-fidelity visuals and a keen understanding of the practical aspects of functionality.
A pivotal learning experience came during my tenure as a design manager for a highly talented product designer. His methodical and thoughtful approach significantly enriched my appreciation for research, testing, and the importance of trusting the design process. This exposure broadened my perspective, reinforcing the idea that successful product design isn’t just about making things visually appealing but involves a deep understanding of user needs and a commitment to iterative refinement.
Simplicity and attention to detail have become guiding principles in my creative approach. Whether crafting ad campaigns or working on product design systems, the goal is to convey more with less. This principle, rooted in distilling the essence of a message or a product into its most impactful form, underscores the significance of clarity over complexity.
The application of creative thinking to product design is a transformative force. It goes beyond making things visually appealing; it involves injecting a fresh perspective into the design process. Creativity serves as the catalyst that elevates a functional product into an experience that resonates deeply with users on an emotional level.
The human element in interaction is a central consideration. Products are not just pixels on a screen; they are integral to people’s everyday lives. As a Creative Director, this realization has transformed my role into that of a user advocate. Understanding user behaviours, needs, and emotions is paramount to crafting products that seamlessly integrate into their lives.
The connection between brand identity and product design is a dynamic interplay. Brands encompass more than just visual elements; they embody narratives, values, and promises. Aligning the overall design direction with the product experience ensures a unified and memorable user journey. Consistency across all touchpoints reinforces brand trust and loyalty.
The connection between brand vibes and product design is a dance I love. Brands aren’t just logos and colours; they’re like stories with values and promises. Syncing up the overall design vibe with how a product feels is like weaving a story. Consistency across the board builds trust, and trust is like gold in the brand-game. I’ve become the matchmaker ensuring that every product vibes with the brand’s identity.
Being creative with product design is a game-changer. It’s not just about making things pretty; it’s about injecting a fresh perspective and making products that people actually want. Creativity is like the secret spice that turns a functional product into something that clicks with users on a deeper level.
This is an ongoing exploration of the delicate balance between creativity and functionality. The evolution from a creative-centric role to one with a product focus enriches my perspective, emphasizing the importance of simplicity, user-centricity, and the symbiotic relationship between brand identity and product design.
It’s not about big words or fancy theories; it’s about keeping it simple, understanding users, and making sure that every product not only looks good but hits the right chords with the people using it. That’s the sweet spot.
