Lawrence Medina

How does the Corporate World Mesh with the Creative?

Can you be a creative in a suit? The short of it is—yes. Should you be a creative in a suit? Well, let’s dig into the long of it.

It can be easy to look at the current scope of the corporate world and see that there appears to a be a diminishing creative flair. Check out how some logos and typography are being “reimagined”—this could be seen as a sterilization some of their creative aspects. The corporate world is still churning out some of the biggest pieces of creative out there—well… To be more accurate, they’re commissioning them.

The corporate world thrives off the creative ideas, energy, and talents of writers, designers, programmers, and, yes, content creators. They need these people in their arsenal to make the connections with their audience at large. Without them, we might go back to the world of simple coupons—how dull would that be!

The Wonderful World of Corporations

There is one singular reason that corporations both work and are a pure sink of the creative process: bureaucracy.

If there was any true evil in this world, it is this. Bureaucracy. A network and system of paperwork, red tape, and guidelines that all need to be checked off before gaining any type of approval to go into action. Corporation need Bureaucracy. This process is what allows for their growth and to prioritize tasks and responsibilities. But it is a soul crushing evil.

If you want to experience Bureaucracy personified head down to your local DMV. A series of paperwork and forms all to get a license or stamp of approval.

This however is a necessary evil… it ensures that the proper pipelines and officials are aware of what is happening. It can let you know when something is deviating from the intended timeline. The main problem is just that it’s very inhumane.

Bureaucracy. It makes you and I into numbers that need to input other numbers, without a care for what those numbers really mean, what they do, or how they feel. It is all just a part of the process.

Most creatives just have to face one aspect of Bureaucracy—the deadline… and clients… and the higher ups. Okay, it’s more than just one.

What are Creatives doing Behind the Scenes

The talking heads all believe their vision and voice function on their own. But to the masses… their statements, visions, and missions are just word salad. Ultimately, no one cares about these. What they truly care about is the human element.

Behind the scenes of the corporate veil, creatives main job is to bring humanity to that word salad. To create stories that matter to the people who see the ads, blogs, commercials—everything that comes across people’s eyes, must make a connection. That connection is the lifeblood for these corporations. Sure, it all ties back to the visions, missions, and statements, but it’s ultimately the ideas born from them that matter.

Then there’s the clients. The unending need for creative stems from clients. They have a demand that must be filled, and it must meet their needs. Sometimes, you’ve gotta fight for what creative you believe will work other times it’s spot on with the first try. Their bureaucratic scheme is more a web of unknown wants and needs that the creative must feel out and sort.

The Ordeal of Creative Types

It can be tiresome, but it’s a new challenge to take on, adapt, and evolve from. Just remember the easiest way to handle clients… it to be amicable. Being easy to work with creates stronger connections. If they trust you, they’ll be more likely to agree with your input. Clients are far from the worst of the creative world…

Deadlines. The true crux of the world of bureaucracy.

The bureaucratic world lords over us all with deadlines. They are a requirement to get anything done. And I for one… Have a love-hate relationship with them. Deadlines are anxiety inducing and nerve-racking, but damn do they rattle thoughts out of your head. Creatives live and die on the deadline.

Yet in the face of Bureaucracy, creatives keep their feet up on the desk.

Corporations are Branding Juggernauts

At the end of the day the original idea a single creative makes is not what people will see. That singular idea will pass through numerous hands. Be re-worked and molded for client need or brand safety. It can be a sad event for any creative, but it’s how this process works.

The laundering of creative is the vetting process that ensures that it matches what clients and corporations seek. But, this is also the moment that creative dies.

What may have once been an exciting tale that played with the fringe ideas of the brand voice. Now are reigned in and made dull. Or at least duller than the original idea.

This can be a dour moment for any new creative. Seeing your idea come to life—but not seeing your work in it. Truly, I weep for the lost creative ideas out there.

How Dreaded it be to Turn Gray

Oh, how horrid it is. To see your idea bastardized. What’s the payoff? Credibility. Working with large clients and corporations gives an air of credibility to your work. A type of authority that you won’t see if all you have in your portfolio is local/small-mid-sized work.

People love seeing name-brand ideas in your portfolio. It shows that you have what it takes to create ideas that large companies want.

The corporatization of your creative isn’t the end all for your work. Basically, if there was an idea you truly loved, but don’t think it reached its potential. You can always keep it and rework it. Just be sure to give credit where it’s due. Don’t forget to include the designers or leads alongside that work.

No good to leave fellow creatives out of a good byline—if they helped to bring the idea to life.