On my way into the city today I had a small but important revelation I wanted to write down before it flies out of my other ear never to be remembered.
I imagined someone asking me "How do you want people to think of your work" and my answer came to me straight away. Clever and Simple. That's what I want my work to be.
Clever in its construction, conception, messaging, workflow, and back end.
Simple in its look and style.
In the past, I have filled the screen with overcomplicated design and messaging. Perhaps to cover up my own paranoia that one element is not good enough, or sometimes because I wouldn't try to condense the clients needs down to the simplest solution, preferring to tack new parts on to the original idea. For whatever the reason, it is something I want to address and hopefully when I look back at this post in a year, I will have made progress towards Clever and Simple.
-Note to self: Clever and Simple, would make a great comedy duo for an animated character short idea.