UNCOVERING TYPE EVERYWHERE
Unexpected and unintended results cause Jerde to beam with delight. “I love the unknowingness of it all; the unusual inspiration and tangential exercises that break through our programmed delivery. Our experiences and perspectives are all so different. It’s so refreshing.”
For example, there was the Creative Jam where the staff took digital cameras with them at lunchtime during July’s Taste of Dallas, an annual weekend event of food, music and other activities in the city’s historic district. Each participant was instructed to record examples of found typography and then assemble the characters into affirmative messages about the neighborhood and the company.
“We saw all sorts of interesting typography in the environment: faded hand-painted signs on brick walled buildings, fresh vinyl letters on food booths, silk- screened messages on T-shirts,” Treanor recalls.
While an unexpected downpour put a damper on the quality of photos and, consequently, the end result, Treanor found a silver lining. “Like the weather, creativity is unpredictable. It comes and goes like happy accidents,” she says. “Often, we find inspiration out- side of our four walls. It’s very different than looking at your computer screen all day. The Jams remind us to take inspiration from our lives and culture, which makes each idea much richer in meaning.”
She continues, “One inspiration turns into an idea that turns into a real job. It’s very subtle, and some- times you’re not even aware you’re collecting and storing these experiences to draw from in the future. But I feel they’re vital to the creative process.”
Unleash Your Creative Hound
|
Loading ...
