In the last few months, we had to think not only about new solutions, but also new questions. In view of the changes brought about by social distance and the acceleration of digitalization processes, the eyes of the youngest made all the difference, but that old brasilian saying – “Two heads are better than one.” – was the key thought for us to face so many transformations with optimism and efficiency.
Therefore, in addition to raising discussions among our team, we invited ideas and views from professionals from different sectors, which gave rise to Pande Wise, our internal cycle of lectures. In five days, we had the opportunity to reflect with people we admire, gaining insights into design, strategy and creativity. To share a little of this event that filled us with pride, we have separated some lessons from our guests for creatives from all areas. Come and be inspired with us!
Leopoldo Leal: “Embrace the possibilities of the unexpected.”
Our first guest has already arrived with style! Calm down, we explain: the doctor in design at FAUUSP and professor at the graduate level at Senac and EBAC, Leopoldo Leal, got inspired by the 8 phases of the creative process of professor Robert Keith Sawyer to develop the typography “Pandemonium”. The work took 1st place in the 33rd Prize of the Museu da Casa Brasileira and was selected for the 13th Brazilian Biennial of Graphic Design. The name alludes to the always boiling and full of experimentations of the creative process of a designer.
Among his many inspiring quotes and processes, Professor Leopoldo invited us to open our eyes to the possibilities of the unexpected. According to him, when we are alert and form a rich repertoire, we recognize opportunities on the horizon that we would not imagine finding. But how do you prepare for these random encounters? Although there is no universal recipe, the important thing is that you are willing to leave your comfort zone, seeking to read, listen and see content on subjects that you do not master.
Fábio Haag: “Explore the potential for expression of your projects.”
With almost 15 years of career, the designer specialized in typography Fabio Haag arrived on the market in a peculiar moment for those who work with types: the emergence and growth of mobile technologies. With them, he also increased the number of interfaces on which companies need to be present and the urgency of messages, which opened doors for typography to assume a prominent role in visual identity projects.
For Haag, in the creative process, “when we only have a few seconds to communicate a message, the types must be as expressive as the functionality allows them to be”.
Caetano Haberli: “Listen carefully to what your audience has to say.”
The greater the willingness to listen to the people around us, more the discoveries we make. After all, as important as selling an idea is learning what involves it. That’s what the doctor in Information Systems and consultant Caetano Haberli thinks. Sharing his 40 years of experience in marketing and strategy, he said that research and segmentation tools are essential for brands to understand their audiences and positions and identify opportunities to generate value.
In line with Haberli, our Chief Strategy Officer, Gian Franco, added: “You cannot carry out market research in order to confirm a hypothesis. You have to open up to the customer’s world.”
Vini Vieira: “Keep a child’s curiosity.”
Straight from London, the Creative Director of the Bulletproof brand design agency, Vini Vieira, spared no enthusiasm when sharing his references. While in Brazil we were about to celebrate Children’s Day, Vini said that the english expression “stay naive” – Is one of Bulletproof’s mottos. They believe that this feature makes us more likely to explore unconventional solutions.
With inspiring cases and the didactic experience he accumulated in teaching at institutions like Faap, Senac and University of the Arts London, Vini also showed that designers and strategists need to watch over brands in all aspects: “If we are doing something , we need to believe in what we are doing.”.
Julia Ponteli: “Creativity and strategy go together.”
A former partner of Springpoint Brasil, Julia has just graduated from an MBA in Innovation Processes at Kellogg School of Management and has worked at Deloitte Digital in the USA. She told us a little about her vision of the current strategy and innovation landscape and shared (many!) Useful tools to activate the strategic side of creativity.
And it is precisely by adopting strategy as a mindset that Júlia takes a long-term look at her creative processes: “When you look at a business, of any size and type, ask yourself:“ How does this differ from the market? (…) Thus, it is easier to understand the differential that this project is generating. ”
Times are different, but the will to innovate and generate value remains. With Pande Wise, we received advice for creatives that can be applied to different aspects of our lives. Who knows, in the future, we don’t organize a new edition to share even more cool content with you?