As a designer, you want your work to be creative, outstanding and fresh. This book will help you reach your potential with advice on how to generate more good ideas, develop those ideas into great concepts, sell those concepts to your clients and ultimately create outstanding designs that will get great responses.
Find answers to all your creativity questions, including:I have a lot of ideas, but the designs never turn out as well as I thought they would. How can I give my ideas an extra "push" while I'm implementing them?My client is very concerned about costs. I have a great design idea, but it will cost more to produce than her usual budget. How can I convince her that it's worth the extra money?I come up with great ideas in the shower, but when I'm at my desk nothing happens—what can I do?My clients are so conservative—they always want the same old thing. How can I get them to take more risks and let me be more creative?Our firm has a lot of group brainstorming sessions, but they're not as productive as I'd like. How can we improve them?
Twenty-five case studies throughout the book show you how exciting, innovative designers imagine, polish and sell their award-winning designs. The sketchbook style allows you to see ideas under construction in margin illustrations.
Oldach offers you a wide range of approaches to producing and executing ideas that will inspire you to keep pushing your thinking during each stage of the creative process. And you'll learn to flex your creativity with a classic exercise involving word-picture association.
Open this book and find a place to exercise your inspiration and put the fun and creative zing back into your designs.
Mark Oldach is founder and president of Mark Oldach Design, Ltd., a nationally recognized communications design firm in Chicago, Illinois. He and his design staff work with a diverse group of clients including Caterpillar, Inc., Northern Trust Bank, Steppenwolf Theatre, Lettuce Entertain You Restaurants, and the Museum of Science and Industry, Chicago. Prior to opening his design firm in 1989, he served as creative director for the American Medical Association. Mark is a graduate of Carnegie-Mellon University in Pittsburgh, Pennsylvania. He is honored, exhibited and published nationally with his firm's work appearing in Communication Arts, ID Magazine, ACD 100 show, AIGA Communications Graphics, Graphics, Print, HOW, and the Type Directors Club. He has served on the Board of Directors and Executive Committee for the American Center for Design.