How Grandesign Effectively Brainstorms
By: Kylie Poppen
In the constantly evolving industry of Experiential Marketing, teams are racking their brains and their Pinterest boards trying to find the next big thing. For some of us, the brainstorming process is something we crave - but not everyone shares that passion. In a world that consistently asks us to achieve the impossible, where do we start? Here at Grandesign, we understand that there’s no black and white in the creative process (except when you’re slaying a minimalist aesthetic, tbh), we can’t tell you everything. We can, however, send some thought starters your way to get the juices flowing.
#1 Change Your Environment
Nothing will put your brain to sleep faster than being in a room that doesn’t make you feel excited - just ask your 16-year-old self who kept dozing off during math class. When we’re stuck or in a rut at Grandesign we like to outside, find a nook, or push the envelope and try something that’s totally out of our comfort zone. This is a great way to find new inspiration! You never know where creativeness will hit, but placing yourself in a space that opens your mind will never be the wrong choice.
#2 Use Those Five Senses
You know them and you love them, and you may take their simplicity for granted when brainstorming. At Grandesign, we believe that sight, smell, sound, taste, and touch are all key to a memorable interaction with your audience. In fact, our relationship with our favorite brands is built on the recognition of the brand without the need to explain it. The red circle graphic that makes up the Target logo is instantly recognizable, as is the sound of the Chips Ahoy theme song from the 2000’s (if Sing Sing Sing is now playing in your head - sorry).
#3 Start with the Big Picture and Finish with the Details
Any event or campaign is bound to have a massive amount of moving parts - but what happens behind the scenes is only half the battle. At the end of the day, what matters is how your audience felt about what they were a part of - the big picture. Be diverse in your ideas and get as many on board as you can. Once you’ve completed this stage, start refining the standout ideas and build on them to create truly unique experiences.
#4 Think of Every Way an Idea Won’t Work…
Then deconstruct it to find a way that it will. There are a lot of reasons, realistically, that an idea might “not be possible”. Budget and timeline are buzzwords we often hear around the Grandesign office, especially when we are headed down a road not yet conquered on the journey to one of our famous “out of this world” concepts. The best ideas, however, tend to come to life after we say the word “no”. Let that “no” be your greatest inspiration.
#5 Bring in the Red Team
After you’ve stared at your ideas for far too long, sometimes it’s hard to tell what concepts are coming to life over the ones that are dying a slow death. This is when we at Grandesign like to bring in the Red Team. Traditionally a journalism term, the Red Team refers to a group of people who have no prior knowledge of a concept and can therefore come to it with fresh eyes and a perspective not clouded by direct involvement. The Red Team will provide clarity, play the devil’s advocate, and hopefully solidify the legitimacy of your ideas.