Listening to employees of Troika Design Group describe their creative process reiterated the message my classmates and I have been learning all semester: The execution of design is about taking the time for strategy and breaking down the process. The employers of Troika are described as designers or animators, the designers taking on the intellectual process I just described and the animators being the masters of technological tools. Its insightful to hear from employers of a company that are “paid for process”. With clients as well known as Starz, its comforting to hear employers of Troika still find their creative tasks as intimidating.
In order to accomplish such large tasks, such as branding for Starz, it’s helpful to hear these employers focused on “breaking down a creative challenge into manageable pieces.” Although blank pages, or the start of a project, may appear daunting, small tasks are always easier to accomplish. I also found it interesting to hear how much a company like Troika cares about the culture of their company. The employees spoke of “cross-training”, where employees would cultivate their creativity by learning new programs and skill sets that may be outside of their particular field.
Finally, I was struck by the strategy Troika emphasized in its branding. In regards to Starz, Troika set out to produce an emotional attachment between people and Starz as a brand, similar to how people have emotional attachments to particular movies. It’s important to hold on to the strategy behind creation and remember technology is merely a “pen or pencil”.