The Big Idea Behind Creative Design - By Julie Finch, Copywriter
November, 2007
At Idea, compelling design is a fundamental driver behind every project undertaken. A quick review of our work speaks for itself: dynamic interactive Flash pieces, engaging product tours, inspiring website designs, powerful logos, banners, ads, intranets and e-commerce initiatives---these offer proof that a passionate approach to design isn’t just a philosophy here; it’s a daily mission.
So, what is good design, exactly? Idea’s Executive Creative Director, Milad Elmir, has this to say: “Design is where the rational and emotive are integrated; it is the place where meaning is melded into form.”
So while good design may include all things current, cool, concise, and cutting edge, ultimately it must meet the most important criteria of all; it must be effective, and translate into a dynamic end-user experience, thus optimal results for our clients.
Needless to say, art for art’s sake isn’t practiced here. Besides a thorough knowledge of our client’s business, Idea designers and art directors integrate elements other than color, contrast, typography and balance into each project as a whole. Targeted research, savvy strategy, user testing and persuasive content that motivates the end-user to further exploration, these all play a critical role during both the concept and execution phase.
Of course, variety is the spice. Each member of the Idea design team brings a unique perspective to their work, as well as his or her own area of expertise.
Art Director Linsy Nguyen is known for dynamic visual panache guided by a keen eye for intuitive user flow. As she puts it, "I am greatly inspired by my creative peers. The fact that we all come from various backgrounds and different cultures has contributed to an environment that encourages collaboration and growth."
A good challenge never hurts, either. Elmir, together with Creative Directors Jeannette Sanders and Liliana Aguila, encourage Idea’s talented team of professionals to continually raise the bar. A weekly creative meeting ensures that everyone is exposed to the latest in interactive design, technology, trends and technique.
Obviously, Idea designers are putting their prowess to good use; it hasn’t gone unnoticed by the industry. From Addy and the AMA Crystal Awards to the BMA and Best of Texas awards, Idea is proud to be recognized year after year for its achievement in interactive and new media award-winning creative.