Ah, “creative.”
Possibly the most overused, misunderstood, and abused word in the brand universe. It shows up in every brief. It echoes through every meeting. And it almost always comes paired with the classic line: “We want something more creative.”
But here is the uncomfortable question: What does that even mean? Is it colorful? Trendy? Unusual? Does it mean adding a typeface no one can read? A logo that spins in circles? A version with a bigger logo?
Because if creative just means visually interesting, then sure, there are endless ways to add some noise. But true creativity is not about chaos, decoration, or random colors. Real creativity is built on context. It solves problems. It grows from research, insight, and strategy.
It asks important questions. What are we really trying to say? To whom? Why should they care? And what is the best way to make them feel it? That is not decoration. That is direction.
And ironically, the most powerful ideas that actually make people feel something, take action, and remember the brand do not come from loud visuals. They come from clarity. From knowing your audience, your market, and your edge.
So the next time someone asks to make it more creative, let us also ask: More creative than what? And in service of what outcome? Because without strategy, creative is just another word for random.
(Source: Post by Rania Abukhader on LinkedIn)
