Craig Smallish – Developing Ideas and Design Concepts
After landing a client, the designer’s first chore is to communicate and develop the initial idea, whether it’s a storyboard for a film or ad, or a multifaceted marketing campaign for a product or service. Learn how to transform a client’s request into a presentable concept in this course. Craig Smallish walks through the development process for various creative scenarios, from assessing the client and the scope of the job to free-associating and sketching your ideas. Learn to create descriptive copy to accompany your visuals and create iteration after iteration of your design. Finally, Craig shows how to choose your strongest idea through a process of refinement.
- What is concepting?
- Working with clients
- Doing your research
- Determining the core values of a product or service
- Using free association
- Building the written descriptives
- Using search engines to fuel ideas
- Flipping your ideas 180 degrees
- Creating a rough sketch
- Defining the refined sketch
Craig Smallish is a concept illustrator, visual designer, and educator.
Working professionally in this triad of roles since 1987, and as one of the first professional illustrators to move toward the online image market, his concept-driven imagery has been commissioned by a spectrum of clients including Microsoft, Time magazine, and the Grey Group advertising agency. As an educator, he’s developed and led visual design and concept development courses at the Milwaukee Institute of Art and Design, and his efforts were instrumental in the creation of the School of Media and Creative Arts at MATC, Milwaukee. Find out more about Craig and his work at thinksmallish.com.
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