Let’s RUM it out!

According to the Afro-barometer Dispatch No. 342 | 14 February 2020, Namibia is considered to have the freest media environment in Africa, ranking 23rd in the world according to the World Press Freedom Index (Reporters Without Borders, 2019). While this index evaluates media pluralism, independence, legislative framework quality, and journalist safety, it does not review the quality of journalism itself. This piece of information slightly mirrors that of the Namibian advertising landscape.

The advertising landscape in Namibia has experienced significant growth over the years, with communication houses producing amazing award-winning artwork. This indicates a high potential for creativity in the country.

Allow me to share a little anecdote. I once collaborated with an exceptional artist wizard named 'Laolu Obende' on a project for a prestigious client. After the post-briefing sessions, teams were assigned tasks. I spent about an hour sketching and crafting until I reached a point where I believed I had completed my masterpiece. I called 'Laolu' for a quick review, and with a smile, he instructed me, in his Nigerian accent, to select everything on my art board. As I followed his direction, he pointed to the delete button on my keyboard and said, "Press it." While I thought everything made sense, it turned out that he disagreed. He believed I had indulged myself too much and hadn't conveyed my message effectively. This experience taught me the importance of cleaning up and simplifying executions, echoing the wise words of the legendary Creative Director Femi Kayode: "You have to kill your darlings sometimes... aka start over!"

I often say that just as you carefully prepare yourself for work, school, or any other endeavour, there are certain key factors to consider. You wake up, pray, shower, choose an outfit, have breakfast, and go off. One of these key factors is your outfit—the way you present yourself, your appearance—your craftsmanship.

Your outfit involves craftsmanship. It defines your characteristics, communicates unspoken words, and showcases your identity and purpose. Let's say you're attending a funeral. You wouldn't simply put on a mishmash of colours—a blue shirt, green trousers, red socks, lime green shoes, a pink jacket, and yellow sunglasses. You need coordination and simplicity in your outfit. Opt for a black shirt, black trousers, black shoes, black shades, and perhaps a muted colour umbrella as an accessory. The same principle of coordination and simplicity should always be applied to design.

Raising awareness for conceptual strategic executions. We still have a large portion of society that doesn’t understand the power of brand and branding. You will find organisation brand managers who believe that the best creative solutions only exist outside this land of wide-open spaces! I wish that Namibia reinvests in creative businesses; we want to take the next step in our creative development, which requires that all parts of the country’s creative guild work together.

2) With so many people becoming graphic designers — which is somewhat bordering on over-saturation now —, it’s not surprising that there is increased competition (which is good) in the industry. While I maintain there is more than enough work to go around, the issue sometimes comes down to geography and real expertise. I have seen clients turn down a lifetime brand experience for a spark in a room full of fireworks.

In conclusion, Picasso once said, "Good artists copy; great artists steal." This means that taking something and making it your own is the dividing line between copying and stealing. In today's world, technology is at our fingertips. If you're tasked with creating a logo, for instance, you could easily access existing designs on the internet, change the colours, and add the client or product name. However, true creativity lies not only in pushing the boundaries but also in incorporating aesthetics and craftsmanship. Otherwise, we become mere copycats or, worse, creators of designs that blend into the crowd.

Design, particularly in the realm of logos, should always represent something meaningful in simple terms. Simplicity, memorability, and versatility are some of the crucial ingredients in crafting timeless masterpieces. The ultimate goal of a logo is to communicate with the audience and create something resonant and memorable.

Throughout my decade-plus of working with remarkable Creative Directors, Copywriters, Strategists, Art Directors, and Graphic Designers, I've noticed that they possess what I refer to as the RUM formula.

From brief to execution, the RUM formula is a process that guides you in creating something relevant, unexpected, and memorable.?

#adforceNamibia #PublicisNamibia #creativethinking