Process: What inspires me, and how to inspire brands?
Illustration by Nalini Arora | Photography by Bree McCool Photograpy
Many designers, clients, and potential clients ask me what my process is, and how I get inspired. I’ve learned the craft of designing shoes by having a thirst to learn from others, working with many brands, and types of footwear, and knowing what feeds my creative soul.
So, what’s the first step? Research, Research, and more research. I’m always amazed when I hear designers just starting to sketch. How do you know what you’re going to do? For me it requires a little more planning, and strategy.
There are five steps to my research:
1. THE CUSTOMER: When I start working with a client, I am starting with the Brand DNA. I’m getting clear on who they are as a brand today, and yesterday. Who are there competitors? What is this brand currently doing? Who do they aspire to be? Who do compete with? What are the potentials of who they can compete with? Is there an aspirational side to their customer? Is there a new customer? Getting clear on this really helps me decide how I want to proceed with this project and deliver designs that the client is going to love for their brand.
2. TREND RESEARCH: Once I have my brand research figured out, now I’m doing trend research. This includes trends that are happening now and projecting future trends. Yes, I do the normal go to of WGSN, PERCLERS, PROMOSTYL, but since I did some freelance work with WGSN, I also have my own trend research method I’ve learned over the years. I love looking at more future trends. I love the work of friend, and colleague Geraldine Wharry who has a more progressive, futuristic trend approach. I’m inspired by Trend Union. Their books are seriously crazy inspiring. Currently, I’m obsessed with color boards from Try Trends. The images from @sophicolor on Instagram are divine. Influencer, Emili Sindlev is one of my favorites for color. She really explores color in the most fun way. It’s pure Scandi fun!
Part of my trend research includes attending flea markets, vintage stores, competitive shopping, museums, or even just sitting at a coffeeshop, and people watching. Of course, I look at brands, emerging brands, etc. Once I have my trends figured out. I start to consider which of these stories will work for the brand, and put together a list, and start an elimination process of what I believe will work or not work. Sometimes as I’m building the trend boards, I’m adding and/or reducing the list.
3. INSPIRATIONAL RESEARCH: This is not related to a trend- I’ve gone to trade shows, and it’s sad when you’re walking down the aisles, and you see everyone doing leopard, or snake, or whatever the hot thing is happening at the moment. It’s because they just picked the hot trends and didn’t consider how can we do something different that not everyone is doing and create a need for your designs. How many leopard block heels do we need? We don’t need any of them frankly. We need a fresh version of a block heel in leopard. Is this block heel maybe have a leopard mix with something you’ve never seen? Find a fun leopard print that is unique? Or create a pattern that makes this leopard desirable over another design. It’s easier said than done, but it’s our job as designers to show these options to a customer. They may not go for it, but I can tell you clients/brands/your boss will surely appreciate you going beyond the expected. Another consideration, are you able to open a heel mould? If so, find inspiration for a unique design. Or find a cool texture on a sea animal and bring it to your sneaker designer. Look at something beyond the expected trend. It’s fun to do that, and it’s also a way to discover how your brand can be different.
4. COLOR/ MATERIAL/TRIMS: I love this portion because this is when the designs start to come alive! This usually starts very early. Meaning it’s constantly happening. I have a library in my studio. I’m researching, especially now with sustainable materials. Making sure to obtain swatch books from suppliers all over the world. Attending material shows and visiting local suppliers. When I go to China, stocking up on hardware, and trims is key. If I’m working on a brand consistently, there is constant gathering, and acquiring. If it’s a new, client, I create color boards with inspiring images, and give different color stories that we can choose from. I do the same with the materials. Sometimes a color palette will start with a leather story I found, or even a fabric. It’s endless where you can get inspiration.
5. MOOD: Sometimes I like to create a mood board to just show anything that inspires me. It may not be so literal. It’s just a way to show what I’m aiming for. How’s its different than the others? It’s more aspirational, and emotional, but very cohesive. Be careful on how you present this to a client/brand/ your boss. It may not connect to them, and so a lot of explanation may be needed. The point is for the brand to look at it and feel inspired by your imagery. That’s when you know your board is working.
What happens after all of this? I start to create boards by pulling images thru my research. It’s a way for me to communicate to my clients. I’m telling them a story of their brand, thru images and words. It’s how we start the conversation on where we are going next. It’s a launching pad of how to start designing and going into the next phases to follow.
Also know, the inspiration changes over time, and so it may not be concrete. When you start sketching, you may come up with other ideas, and start reworking your original inspiration. That’s ok. It happens!
Ok, this is long! But I hope this helps you get an idea of what is happening here. My process is thorough and inspires the hell out of me. What’s next in the process? Sketching. And yes, it’s not just pens to paper! Stay tuned next for more on the sketching process!