In the agency world, the creative process (from discovery to final launch of a new brand, website, logo or other element) is critical. A great design can make or break a project, which is why our team is constantly innovating and finding inspiration from our clients and the world around us.
The creative process and bringing campaigns/brands to life certainly includes a heavy dose of grit as the dictionary defines it – “courage, resolve and strength of character.” Why? Because creativity is subjective, and each person brings their own perspective/interpretation to the process.
Our clients are always interested in learning how the team comes up with new ideas and what the creative process looks like, as well as who makes their vision a reality. So, we recently sat down for a Q&A with one of our team’s brightest creative minds – Alexis (Lexi) Petry – to learn more about her and her personal creative process.
Q: What do you do at GRIT Marketing Group?
Lexi: I’m a senior designer here at GRIT. I work on everything from website designs and digital ads, to logo and brand design.
Q: What is your favorite part of working at GRIT?
Lexi: The people. I work with some of the most talented people I know, and I’m happy to also call them some of my closest friends.
Q: If you could go back and talk to yourself as an 18-year-old, what one career tip would you give yourself?
Lexi: Use all your PTO days (I’m still working on this.) To be able to do your best work you must be able to turn off and have a good work/life balance.
Q: When you start a new project, how do you get inspired?
Lexi: My go-to sources to jumpstart any ideas would be Pinterest, Dribble and Behance. I also enjoy thinking about a project outside of work. Stepping away from the computer is a great restart for any new project – like going for a run and picking up color inspiration or signage along the way!
Q: Is there a particular creative process that you go through when working on a project? Describe it.
Lexi: Depends what kind of project it is but I would say I spend a majority of my time in the research phase at the beginning. Collecting ideas and gaining knowledge on the client is a key step. The creative process involves making lots of decisions including fonts, colors and design elements. From there, I begin execution of the piece whether it be starting with sketching or working on the computer to come up with the best result.
Q: What brands do you most admire and why?
Lexi: I tend to gravitate towards sports brands. Peloton is one of my recent favorites. I also love Nike. These brands are simple but effective. They have a striking message but have clean lines that will never go out of style.
Q: Why do you enjoy working at an agency?
Lexi: The variety of work keeps things interesting. It’s never boring, and I can use all my skills from super creative work to more production-based projects. I also get to work on multiple clients from big brands that have an established look/feel to smaller brands that I can build from the ground up.
Q: What do you think the biggest misperception is about graphic designers?
Lexi: That we are scared of negative feedback. It’s all part of the process and if it helps me come up with the best end product, I want to hear it. It’s a great platform to explain why I did what I did and vet out a great final piece.
Q: How do you measure success when it comes to something you’ve designed?
Lexi: When my original design/idea makes it to the final stage (a printed or launched website for example). Most projects go through a bit of a cut or revision process along the way, so it’s a good feeling to see your original idea go live. That’s kind of why I do what I do. I love design, so selfishly I want to see great design be the star.
Q: Tell us about one of your favorite projects.
Lexi: Some of my favorite projects are logo redesigns because it’s a fresh start that sets the stage for the brand. I love exploration of fonts, colors, lines and shapes to create a story. The York County Libraries rebrand project is a recent example. This was a project that allowed me to use bright colors and interesting shapes to outline their name. We were able to carry these logo elements through multiple pieces to give them a full cohesive brand.
Are you interested in in learning more about how GRIT’s creative process can bring your vision to life? Give us a call at 717-885-0014 or email us at [email protected]. We’re ready to bring inspiration and passion to your next project!