Package Design - March 2015 - 29

selves as designing a brand experience. I don't see these
roles as being mutually exclusive. Strategy should exist
outside of marketing presentations. Everything that a
brand touches should be developed in support of the
brand personality. The only way to do this successfully is
to break down the barriers between the marketing and
design departments. Collaboration is key! The projects
that start with collaboration between departments
always end in the tightest work.
Designers should be a vital part of the strategy meetings, and marketing should be involved in the brand
development, from the beginning. A strategy written
without something tangible to bring it to life will likely
never see the light of day.
Everyone loves beautiful design work, myself included.
However, if the brand isn't delivering on the strategy, it
will surely flop.
How do you encourage informal training, such as
peer development?
We all bring such diverse experiences to the group. Internally, it is important to recognize people's skills and tap
into their insights whenever possible. Externally, it's great
to get out and attend industry events to be inspired and
learn from other design leaders.
How do you measure team members'
performance?
Things like design awards and successful launches are
pretty easy to measure against. While not easily quantifiable, soft skills are hugely important. It is important to
have an entrepreneurial drive and innovative mindset to

keep ideas fresh and to keep team members inspired.
Things like work ethic and a positive attitude are über
important. I put more importance on these soft skills,
than a college pedigree, without question.
How do you keep your teams inspired?
Stay alive! I love being a strategic creative and get genuinely excited about the work. Our attitudes and behaviors
are influenced by our peers and supervisors. If you aren't
excited about the work, you can't expect anyone else to be!
Push the limits. Encourage designers to have fun and
step outside of the comfort zone. Know that everyone
appreciates one out-of-the box idea, even if it isn't what
he or she chooses for the brand in the end. This freedom
helps everyone grow, keeps clients on their toes, and
keeps a creative brain sane.
Invite everyone to the brainstorm. What is more fun
than a brainstorm? Nothing. Brainstorm meetings should
include different groups of people, allowing for cross-pollination of ideas, the stretching of creative muscles, and
inspiration galore.
Attend industry events. Nothing pumps me up more
than listening to James Victore or Austin Kleon speak. I
encourage everyone to go to industry events, take a class
or take up a personal project. Be creative outside of work
and surround yourself with immensely creative people.
Inspiration and creativity do rub off.
Be a team: Celebrate the wins, roll with the punches
and stay hungry. Also, I encourage lots of caffeine and the
occasional cat video.

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Package Design - March 2015

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