The Art of Less in Creative Design: From the Lens of a Creative Head

“Less is more. More is always a mess.”

You know, every time I utter these words, I can almost hear the collective groan from across the meeting room. There’s always that one person who pipes up, “But the client wants all sorts of information in this one creative!” It’s like they’re hoping their brand’s creative will be the Times Square of advertising – flashy, loud, and impossible to ignore. But here’s the thing: most times, it ends up being more like a cluttered flea market sale than a dazzling spectacle.

I’ve lost count of how many times we’ve gone back to the drawing board after a client says, “Let’s think of some other idea.” It’s frustrating, sure, but it’s also a reminder of something I’ve learned over the years in this crazy, beautiful world of creative design: trusting the process and the designer’s intuition is crucial. 

Now, don’t get me wrong. I’m not saying clients don’t know what they want. They do – most of the time. But translating that want into a visual that actually works? That’s where we, as designers, come in. It’s like going to a doctor. You know you’re sick, but you trust them to diagnose and treat you, right? The same principle applies.

But here’s the million-dollar question: how do you keep a creative process intact when there are so many cooks in the kitchen? Well, that’s the secret sauce everyone in our industry is trying to crack. And let me tell you, it’s not easy. But if there’s one thing I’ve learned, it’s that resilience is key. 

I remember this one time working on a pitch for a major tech company. Two hours before the presentation, we realized our main concept just wasn’t cutting it. Panic onsets, right? Wrong. We took a deep breath, went back to the brief (always, always go back to the brief!), and somehow, in that pressure cooker moment, we cracked it. The client loved it. The lesson? Sometimes, you need to step away and come back with fresh eyes. The solution that was eluding you, might just pop up when you least expect it.

And let me tell you, problems will crop up. They always do. But here’s a little secret: problems are just opportunities wearing a really grumpy disguise. That impossible deadline? It might force you to think more efficiently. That tiny budget? It could lead to a brilliantly simple idea that blows everyone away. It’s all about perspective.

Now, I know what you’re thinking. “Surely there must be some sort of formula for creativity?” I hate to break it to you, but there isn’t. Trust me, I’ve looked, I’ve tried, I’ve tested. Creativity isn’t a vending machine where you input a brief and out pops a perfectly formed idea. It’s messy, it’s non-linear, and it’s definitely not a one-size-fits-all process. It’s more like a constant conversation between your brain, the brief, and that one weird reel you saw last night. You never know where the next big idea is going to come from.

At the end of the day, design is a creative process. Sometimes it’s as smooth as a perfectly made dosa sliding off the pan, and other times it’s like trying to eat dal with a fork. But that’s what makes it exciting, right? That’s what keeps us coming back for more. Because when it works – when you’ve taken that brief and turned it into something that makes people stop and think, or laugh, or feel something – there’s no better feeling in the world.

So, next time you’re staring at a brief and feeling overwhelmed, remember: less is more. 

Jaideep Mhapsekar, National Creative Director