Being in the design and creative industry for 12+ years, I have been on my fair share of creative teams in a few different industries spanning from TV & Hollywood to Digital, UX & E-Commerce.

At every company I’ve ever worked at, it always seemed that Design Teams and Creative Teams were the ones that everyone loved work with. Many times, creative teams aim to lead with consistent creativity — our love of what we do coming out of our pores and our work to hopefully show for it.

Here comes my secret: The key factor that has led to my best work and has created happy and thriving teams? Understanding why we were completing our projects in the first place.

An Inspiration, but also a Frustration 😭

When collaborating with non-creative teams, when asked what their favorite brands and inspirations are, they name some of their favorites. But there is an interesting theme — many times these brands have stunning visuals, great experiences and memorable products!

But many designers face certain pushback and control when they try to innovate around those same ideas. They aren’t told why they get the pushback either — even if they do, they aren’t told how it even got to this point. Assumptions are made. Frustration mounts. And then the cycle of negativity begins — for everyone!

Designers Make You Second Guess ⁉️

While it may not seem like it at first glance, many designers today have had to cast their skills net wider than just pushing pixels and understanding color theory.

I could argue that in order to be truly valuable in today’s job landscape, a lot of designers have to be competent in a lot of the following:

• Project and time management

• Giving presentations and public speaking

• Sales and copywriting

• Knowledge of constantly new technologies and programs

• So much more!

Along with creative skills and varied backgrounds, designers can bring fresh thought and challenge your business ideas in ways that no one else can. They can unlock new and exciting opportunities for innovation, growth and powerful brand experiences.

Stuck on coming up with a fresh campaign idea? That junior designer may have something they’ve come across 💪 Trying to think up new ways to increase your AOV? Your Digital or UX Designer may have seen a pattern that could flip your strategy upside down ⚡

Designers are truly the ones that can take your ideas and make them a reality. It’s time to bring them in.

Data Creates Better Design Decisions 👍

No matter the size of your business or if your design team is made up of 1 or 100 — involving your designers in business discussions and having them understand why they are designing their projects sets you both up for success. Designers can understand who they are designing for and why — especially on why it matters to the business. Involve them in brainstorming sessions. Keep them in discussions about analyzing data. Make this data readily available and easy to find.

Spend more time treating your creative and design teams as a collaborative partnership and less like a service. Partners not pixel pushers.

It can:

• Increase team collaboration and positive relationships

• Prevent late stage changes and stress

• Keep projects on budget and on time ✨ (Less feedback rounds for all!)

• Ensure alignment on business goals for success and growth 📈
  
  

My Note for All Business Leadership

I owe my best work to some of my best managers and bosses. My favorite leaders kept me informed of the why behind my designs and kept me always fighting to gather the why if I didn’t have it. It made me a better leader and in turn, a much better and more informed designer.

My note is this: don’t hide data from your designers (or your copywriters, your video editors, your developers, art directors etc!). Give them as much access to information as you would your other teams — your culture, your results and your business will be off! 🚀🚀🚀