Why Every Creative Process is Different


By Kristen Rebelo
January 18, 2022


I have a secret to a successful brand process that has absolutely nothing to do with design. It’s this: 


Every client will treat the space we hold for them differently, and it's our job to honor what they need.


People are wildly unique, and sometimes come to our work with needs that have nothing to do with branding. Here are a few (real!) instances that come to mind:

  1. Client A comes for design, but deep down appreciates the camaraderie of working closely with Cade and I. Up until this point, she's been running an organization mostly alone. Our sessions are friendly and chatty.

  2. Client B's job as a life coach is to see and hold space for her clients. In branding, the tables are turned and space is held for her to be seen, which feels meaningful. Our sessions are deep and emotive.

  3. Client C doesn’t care much about the technicalities of marketing. Instead, she has a ton of ideas and is really excited to collaborate with fellow creatives to make her product beautiful. Our sessions are artistic and unconventional.

  4. Client D is a very technical and practical person. She enjoys the creative process, especially when we talk about branding as a foundational system for her company. Our sessions are strategic and we get right down to business.

Truthfully, I find this fascinating.

Clients are real people who come into our work together with emotional needs just as much as they have creative needs.

And it's not always comfortable for me, especially at the beginning of a brand when I'm trying to discern what kind of process will work best for you.

Cade had to remind me recently that we didn’t fail just because I didn’t get the exact emotional reaction I wanted (crying with joy) when I showed a client some brand work.

"They're just more focused on the end result than the process," said Cade, "they’re running a multi-million dollar business."

Fair. After all, not everyone is an emotional Aquarius like myself, and it's valid for a client to want a more straightforward approach.

To me, this is why working closely and one on one with people creates such successful creative work.

Because no two clients, processes, or brands are alike.

Why Every Creative Process is Different


By Kristen Rebelo
January 18, 2022


I have a secret to a successful brand process that has absolutely nothing to do with design. It’s this: 


Every client will treat the space we hold for them differently, and it's our job to honor what they need.


People are wildly unique, and sometimes come to our work with needs that have nothing to do with branding. Here are a few (real!) instances that come to mind:

  1. Client A comes for design, but deep down appreciates the camaraderie of working closely with Cade and I. Up until this point, she's been running an organization mostly alone. Our sessions are friendly and chatty.

  2. Client B's job as a life coach is to see and hold space for her clients. In branding, the tables are turned and space is held for her to be seen, which feels meaningful. Our sessions are deep and emotive.

  3. Client C doesn’t care much about the technicalities of marketing. Instead, she has a ton of ideas and is really excited to collaborate with fellow creatives to make her product beautiful. Our sessions are artistic and unconventional.

  4. Client D is a very technical and practical person. She enjoys the creative process, especially when we talk about branding as a foundational system for her company. Our sessions are strategic and we get right down to business.

Truthfully, I find this fascinating.

Clients are real people who come into our work together with emotional needs just as much as they have creative needs.

And it's not always comfortable for me, especially at the beginning of a brand when I'm trying to discern what kind of process will work best for you.

Cade had to remind me recently that we didn’t fail just because I didn’t get the exact emotional reaction I wanted (crying with joy) when I showed a client some brand work.

"They're just more focused on the end result than the process," said Cade, "they’re running a multi-million dollar business."

Fair. After all, not everyone is an emotional Aquarius like myself, and it's valid for a client to want a more straightforward approach.

To me, this is why working closely and one on one with people creates such successful creative work.

Because no two clients, processes, or brands are alike.

Kristen rebelo

Kristen Rebelo
Creative Director, House of Rebelo

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