Our aim is in line with one of the Futurama strands – ‘Develop and attract talent’. We said we want to maximise the talent we have and attract all the new talent we need. And we also said that we want to make pride part of our culture through awaydays, Show and Tell, industry awards, etc.
So, the aim of this forum is to inspire and motivate designers to up the level of creativity and address some knowledge gaps in our design offer.
Our aim Tap/release creativity within the department
Our objective The objective is the measurable steps by which we can judge that our aim is being achieved The forum’s objective will contribute to the creative services objective achieving the vision – to become so good at what we do that clients would be crazy not to use us . It will also contribute to the achieving client satisfaction objective by consistently producing or where appropriate managing high-quality creative solutions. The forum’s objective will be assessed through: – Project reviews during the life of a project – not accepting below-standard solutions and ideas at concept presentations even if deadlines may be compromised. – Portfolio reviews – to be carried out at regular intervals with rigour. – 1-2-1s in which the degree of involvement, participation and contribution can be discussed and records kept for PDA marking purposes. To innovate and challenge design practices and solutions by participating in, contributing to and putting into practice learnings from the activities included in the implementation plan
The strategy is the ‘how’ – the rationale for all our actions which helps create a master plan to guide and explain our activities.
We will develop a varied, exciting and non-linear programme, encompassing different features and techniques that address the design needs in our team.
We’ll explore design from basic principles to unrelated and unexpected associations that can contribute to embedding and maintaining enthusiasm, motivation and thinking in our design team’s culture.
Our strategy = THINK TANK
TAP INTO EMOTIONS INSPIRE CHALLENGE THE WAY WE WORK TOOLS FOR THE JOB
Create an air of hunger
Give people incentives
Find out what people are interested in
Who are their external influences?
A need for the best
Change state of mind
Something to win
Time off work
Show examples of each other’s/our work
Current projects (two teams together and expose each other’s work)
Our own personal pieces of work (own portfolio) (small team of people bring their own work and give brief account)
Point people in the right direction to be inspired
Look at different types of design
Get specialist speakers in
WOW! FACTOR: show examples
Create an award scheme
How we do things
Question every aspect of the job
Run moodboard workshops
Run creative half hours on anything we need
Create interesting brainstorms
Show and Tells
Tell me a story – about any subject
Explore design principles
Question the quality
Create a group/personal book
Compete with external/ internal standards/teams
Generally expose to unfamiliar
Look at the COI Challenge to see if we can learn something
Expose to more books/mags
Discussion Moodboards Headlines Proofreaders’ marks Think fast Building theatre Either by using stimulating material to complement people’s thinking or material produced that needs to be developed Result: presentation skills Creative expression: cropping images A problem A challenge Ideas
NEED ACTIVITY AIM RESULTS 1. To find the wow factor Analyse what makes a piece of work ‘special’ Each person brings in four pieces of (in their view) excellent examples of design Expose each other to the very best that design has to offer. Take out learnings to improve our individual creativity A stronger appreciation of design as a whole and to strengthen our personal design ability on a day-to-day level 2. Addressing knowledge gaps Creative half hours. For example: discussion, moodboards, learning about headlines, proofreading marks, think fast, presentation skills To help sharpen our practical day-to-day skills A more efficient creative who thinks quickly but effectively through the creative process 3. Create interesting brainstorms Brainstorming any subject with a degree of theatre. This could be from what you eat or the stimulus you see. It could be also the environment you are in (e.g. from café to gallery) Expose creatives to the unfamiliar and to inspire Lateral thinking A different point of view Implementation plan FLEXIBLE DIARY FLEXIBLE
Implementation plan 4. Keeping up to date with trends. Create a group/personal book A scrapbook which contains a collection of great examples of communication items, be they design, messaging or format. This will act as a reference book for all To be aware of current styles and trends, for example visual language, spoken language or culture 5. Learn and share Show and Tell A presentation to the rest of the group about current and past projects Help inform other members of the group who may not be exposed to those particular projects. Also to help with presentation skills 6. Introduce best practice Design principles.To explore fundamental/complex design principles via debates, presentations, guest speakers Reinforce what creatives know about design principles but also to expose them to things they may not know 7. Encourage creative thinking Expose to unfamiliar. Any activity (within reason) that exposes the designer to something unfamiliar To get creative thinking from a different perspective. Refresh their thoughts A more informed creative both visually and culturally More engaging creative presenters A better skilled and inspired creative designer Producing designs from a different or an original angle NEED ACTIVITY AIM RESULTS FLEXIBLE DIARY DIARY DIARY
8. Develop analytical skills The mystery tour. It could be a research project which you find out about. This could be set or a subject chosen by the participants. Once completed it is then presented back to the group. It also can be a physical tour Get creatives to focus into a subject via research and follow the process of discovery, analyse then conclude more effectively A more considered and focused approach to the start of a job rather than starting with the solution 9. Teamworking skills Take a look at the COI Challenge. A small team is given a problem to solve. Team researches the subject matter, works out a solution within a given time and re-presents to the group To get people working together who wouldn’t normally. In other words – team building Creatives work as team members rather than just individuals, sharing the problem as opposed to suffering in silence 10. Encourage creativity Half day gallery visits Expose creatives to the unfamiliar and to inspire A different point of view 11. Learn and share Team Show and Tells. Two teams show and tell current work to the rest of the group Encourage team building and presentation skills A coherent and professional presentation by a particular team Implementation plan NEED ACTIVITY AIM RESULTS DIARY FLEXIBLE DIARY FLEXIBLE
The forum will meet once a month with each SIO running a session a month.
SIOs to identify the sessions in advance in order to design a programme that avoids duplication.
12. Encourage creativity A dedicated wall/space where individuals can bring in any piece of work that they have done To inspire each other with work produced past or present Enthusiasm to produce excellent work 13. Encourage creativity A dedicated wall/space where individuals/creatives can put up their most creatives photos, can be funny, serious or whatever comes naturally to them To inspire other members of staff to what is possible Create a competitive edge Implementation plan NEED ACTIVITY AIM RESULTS FLEXIBLE FLEXIBLE
FOR EVERY JOB/PROJECT Problem = IDEA SOLUTION RESULT Task or project formula
– THE STANDARD OF CREATIVITY IN PUBS RAISED – EACH JOB APPROACHED IN A MORE CREATIVE WAY – RESEARCH BECOMES AN INTEGRAL TOOL IN OUR SOLUTIONS – OVERALL BEHAVIOURAL CHANGE – A MORE INFORMED AND INSPIRED TEAM Our desired outcome IDEAL RESULTS Results and ideals Ideal results