I love the process of creativity. Here’s an example of an idea developing and refining as the tone of voice and audience is gradually interpreted through conversations and collaborations with the designer and the client:
Client: I’d like to rethink our approach to this design. This is no refection on what you sent; your response to my initial thoughts was great. but I’m thinking that to have impact on our audience we’ll need to do a real in-your-face, rock and roll poster.
On reflection I’m less concerned with evoking the intimacy of our young lovers than I am with the explosive head-banging angst (and music) that fuels much of the show. There’s a lot of leaping, flailing, and climbing going on; the dancing is often stylized and spasmodic. The ad design for original B’way production employed a variety of looks,almost all photography-based, including frenzied rock-star-flailing and tortured close-ups of howling faces– all that sort of thing. I’m not wedded to photography by any stretch, though.