Let’s Discuss the Relationship

Leo Bandeira
Leo Bandeira
Chief Creative Officer




<strong>Let&#8217;s Discuss the Relationship</strong>

Any successful relationship must be built and shaped under the principles and foundations of trust and respect.

It is up to those involved to create a healthy environment that encourages empathy between the parties. This scenario becomes fundamental to the outcome of any project, even helping in possible instability or crisis during the stages of understanding, development, and/or approval. This connection must be established right at the first meeting, where the credibility of the designer/creative agency will be evaluated with attention by the client. The creative team must be confident and sharp. Be it in emotions or in technical knowledge about a specific subject.

The first meeting can bring inspiration or frustration to the designers as it can give the client the certainty that he made the correct choice (or not). Anyway, let us continue positively. After reaching that trust, everything becomes more spontaneous and promising. The creative team and clients are partners and co-creators of the project, and both must understand the importance of this cooperative role. There is no magic or immediacy in the creative process. What exists is the ability to correctly interpret an idea and turn it into a graphic representation. And to increase the chances of a good result, communication must be clear, simple, and, often, constant.

Everything in life is a matter of point of view.

Ideas are subjective and give scope for different types of interpretation, which can impact the project’s final result. There are several ways to achieve an excellent visual proposal consistent with the briefing. However, opinions do not always converge, and an attention signal is activated at that moment. A thin and fragile line appears, separating professional arguments (with technical and conceptual properties) from arbitrary insistence.

One of the functions of the good designer is to know how to listen and understand what the client wants. Only then will they be able to offer creative solutions, within the reality of time and budget, for your client. Without false expectations so as not to generate future frustrations. The designer must improve his strategic vision, immersing himself in the client’s universe to develop a narrative that allows him to present consistent arguments. The client, in turn, must be open to listening to the proposal and the process offered by those who understand the subject. This procedural methodology can only be achieved if, first of all, there are the principles and foundations of trust and respect between the parties.