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Creativity….. and shoes?

As 2017 thunders to a close, we took the time to have a tiny breather and look back at our year and some of our most epic moments, which of course started a discussion about creativity… Being a team made up of women we naturally dissect every single thing that we do, how we did it, why we did it, and did we do it well enough….

So, after this discussion, the only conclusion that we could come to is that being creative is like trying to find the perfect pair of shoes. Sounds easy right? Well it isn’t.

When we buy a pair of shoes, there is an entire art to the matter. Before we even hit the shops, we have checked out a whole selection online, this is called mental preparation. We then mentally (or even physically in most cases) go through our wardrobes – what outfits will match, how will our legs look in them, will I have a bag to match, omg what will my friends say… etc. etc. We decide on colour, style, heel height, how we will look when we wear them in the dim light of the next lunar eclipse….

And then the day arrives – we go to the mall. We go to seek out the perfect shoe that we have so carefully crafted in our minds eye. There’s only one problem, that shoe doesn’t exist. Despite this, we will search, trying on shoe after shoe, pushing through exhaustion, diminishing options and sales people who are minutes away from certain death. Through all doubt and reason though, something miraculous happens: we find a shoe that somehow meets or even exceeds our unreasonable expectations, it’s a euphoric experience.

Like our shoe shopping process, the best creative ideas start out with unreasonable expectations. We see what we want the finished product to be before we have even begun, and the pressure that we put on ourselves is insurmountable. Even the most amazing teams can’t see past the limitations that they themselves set, we’re all guilty. The wild ideas are easy, but no one in their right mind, wants to encourage them. That’s difficult! Wild ideas are, by their very nature, unreasonable, and that’s what makes them seem so completely overwhelming when we begin.

We have had many, many wild ideas about some of our fabulous projects this year, agonised over the creative, beaten ourselves up during the process, tried over and over to climb that impenetrable wall of creative bricks that we ourselves put up… It’s like the famous glass slipper that Cinderella so casually kicked off as she did her duck – how do we squeeze our smorgasbord of ideas into the tiny slipper (um… think budget) that the client is holding out in front of us, hoping against all hope that we are the ones? And then, just like that, our foot slipped in perfectly, as if our own fairy godmother had a glittery hand in it all. The perfect campaign came together, the perfect launch was created, the perfect corporate identity was developed. And yes, it was a euphoric experience!

So, I suppose the crux of the story is that we will always, as creatives, set unreasonable expectations on ourselves, because we see the big picture in our minds. But if we don’t get lost along the way inside the big picture and focus on enjoying the journey with no expectations, our creativity always wins… and our shoes are always stunning.

Have a look at some of our stunning 2017 projects, which we are so very proud to present!

Cause and Effect – A unique and proudly south African Identity that was developed for a chic cocktail & brandy bar in Cape Town. We did bespoke illustrations for Kurt Schlecter – Owner of the business, who wanted the brand to represent a very definite Apothecary and South African Twist or Flavour. Our talented Nerine Schoonraad did a sterling job! Let’s raise our glasses to another great identity development delivered!

Virtual Gifts – A first for Insight Actuaries and Twyne – A virtual gift card that changed so many lives. This gift was a donation on behalf of a recipient to a home for children with Cerebral Palsy. An engaging emailer explaining the process was sent with a platform allowing the recipients to increase their donation amount. A gift card was created and left at the place setting of each recipient together with unique QR codes to simplify the donation process on the night.

Gifting that gives back – Through our sister company Geskenk we conceptualised and produced a gorgeous gift with an amazing ripple effect. These year end gifts were created by an initiative that teaches community the sewing skills necessary to generate an income for themselves.

Gone CI – CI development for a brand new retail store with a firm alignment with and the exclusivity of the Patagonia brand. Their mission is to be the most respected and inspirational outdoor apparel retailer in South Africa and their CI had to reflect that in both its tone and style. That’s it folks – GONE shoe shopping 😉

Identity Development fit for a King. Sorry a Knight. This year we spread our wings over international waters and completed an entire Brand Development for a premium international diving supply company. From name development, to CI creation, to the website our creativity is definitely not limited by geography! We can feel a little visit to Malta coming on!

Rising up with Snowflake! – The launch of a brand new product range for Snowflake flour. The launch event was conceptualised and managed from start to completion through Twyne. From setting the a welcoming township street scene to an industrial theatre educational piece, informing the audience of this incredible new innovation / solution! Creative collateral such as Trade Presenters and product sheets were created. Twyne also conceptualised the social media launch and maintenance programme for the range.

Eyethu Hout Bay Skate Park – We’ve also given back in the way we know best:

By providing full, superior marketing solutions to social initiatives, who otherwise may not have had the opportunity to excel in their particular causes. Hout Bay Skate Park Project were amongst those who received pro-bono assistance from the full Twyne team during the course of the year. We manage all marketing collateral, help run the skate clinics and provide healthy fruit and drinks weekly and have also assisted with the launch of their crowdfunding campaign on Indigogo this year. We are very happy to announce that the hard work has paid off and a park build early 2018 is on the cards! EPIC man.

Marius Hitge – A showstopper without a doubt. Marius is his brand and if you meet Marius and see his home you will understand just how uniquely talented he is. We helped him brand his business in a way that perfectly reflects his work ethic, professionalism and style.

Blooming with Protea Equity – CI Development for a budding new business. The Identity needed to be as iconic as their proudly South African firm roots and heritage, yet also represent their no frills approach to your investments.

Supporting Social initiatives after the devastating Knysna Fires – Beautiful handmade ceramic trinket bowls sourced, produced and managed as gift for Women’s Day for a leading banking group in South Africa. The bowls were created by an initiative that only uses female community members allowing them to contribute financially to their families.

ProBono Tins – Woofalicious packaging design for a range of dog biscuits. Look closer, the illustrations are just too beautiful!

Sisonke Health – Collateral created for the Sisonke Health Freedom of Choice campaign. This marks the most important time of the year for singing up new members, retaining members and promoting their fund in new areas. We conceptualised the entire communications strategy through to implementation of marketing materials like Posters, flyers and activation aids.

McCain Sales Aids – Collateral created for the McCain Casual Dining Sales Team and distributors. Casual Dining is such a fun and popular category for Mccain, and we wanted to ensure that the important information was presented in a memorable and enticing way for their sales team.

A new kid on the block and boy did we THRIVE on this one! An Audio Visual presentation conceptualised, designed and animated for the launch of Thrives brand new packaging launch for internal stake holders.

Practice Makes Perfect. Fun, funky and full of tech savvy soul, this conference identity sure generated some interest. We loved working on this event identity.

Standard Bank – Event Collateral (including post event reports) created for an internal event. Stunning team visuals and creative typography added extra flair to the design.

Check out the Twyne Behance Page, click here

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