By setting up a creative framework, we define the keys to produce inspiring, resonant work and — most importantly — add real value to a brand's audience. It is therefore more than just an aspirational goal. A creative framework is like a compass. It will guide work, giving it an authentic and distinctive signature, and help steer creatives towards the right quality level and, hopefully, some unexpected outcomes.

At iO, we believe that creativity affects and inspires audiences. It influences their emotions and actions. For Verno, iO instilled the passion for artisan framing with ‘Framed with love’, allowing the brand to express its passion and craftsmanship as well as converting people into loyal customers. Another example: with Largo’s website, we crafted an innovative approach to the travel industry by focusing on a luxurious personal experience through storytelling, brand expression, and conversion.

5 creative principles that lead to great work

1. Audience — Create for context

A creative idea or a design style is more significant and more powerful if it has an emotional connection or a certain relevance to what is happening in people’s lives. The things we make and design shape the look and feel of every single customer’s journey. So it’s a designer’s duty to make sure that the world they create is aligned with the expectations, preferences, and lives of its users.

2. Commitment — Drive value

The best part about being in a strategic and creative position is that you are in the confluence of art and commerce. In a business challenge, you must find a balance between creativity and business acumen. The work is based on insights, needs and questions that are specific to the end-user and the business objectives of our clients.

3. Execution — Guard authenticity and artistry

In these times of information overload, it is important to be distinctive and emphasise the recognisability of a brand experience. Integrating artistry into our work is necessary to guarantee an authentic experience of our products. It is our weapon against sameness and the marginalisation of design.

4. Motivation — Try to break some rules

Your work stands a better chance of getting noticed if you are able to break with conventions. Not with contempt, but by thoughtfully and critically reassessing conventions of the industries we work in. When we manage to break a rule, we can force a brand's notability.

5. Ethics — Don’t do it by yourself

Creativity often happens in teams, as everyone in their own right is creative. People — be it designers, strategists, copywriters or janitors — inspire each other and come up with different insights and perspectives. They keep each other accountable and support each other. This ultimately results in ideas that no one could have created on their own.

While the creative principles above don’t always have to be apparent to create the best work, good digital design cannot exist without incorporating them to some extent. Once you have defined your philosophy, you can start using it as a compass for good design. It can even guide you in finding the star players that will help you execute on it. In any case, a creative framework will help guide you to your next level of beautiful and relevant creative work.

Having a creative framework may help steer your work, services, products and business towards greater heights. But applying it, motivating and inspiring the people who execute on it should not be overlooked. Creating an environment of excellence and the right creative mentality is essential to produce that next amazing piece of work.