New Belgium Brewing, a Colorado-based microbrewery, give us a glimpse of their creative process in a recent blog post. Go check it out and find out a bit on what brought about the name ‘Giddy Up’ for a beer and its label… that will have you pondering, “But why a rooster riding a horse?!”
Why write about that here? I believe that the creative process should be founded on confidence rather than on focus group reports. I’m not saying it should be exclusively based on confidence; rather, the idea, concept or approach is not necessarily validated by two studies and four focus groups. The internal committee formed for customer-contact doesn’t need to hear, “But is there dangerous underlying symbolism behind the rooster/horse combination?”
The best clients for an agency or a design studio are confident and trust the ideas that are proposed. These are the clients who don’t mind being (just a little bit) startled and frightened. These are the clients who have the maturity to delegate part of the creative process (but just a little part, since even the best keep the perfect tweak for last).
Often, the creative process can be simple with effective results.
All that’s left now is to plan a road trip to one of the states offering Giddy Up: Colorado, Wyoming, Kansas, Missouri, Nebraska, New Mexico, Arizona, Texas, Montana, Idaho, Washington, Oregon, Nevada, Arkansas, California, Illinois, Iowa, Minnesota or Tennessee?
