Every time I am put in a position to explain what I do as a graphic designer in a branding agency, I am immediately labeled as a creative, talented and artistic person.

This is because the world relates to the concept of creativity as described in Dex: “s. f. Ability to be creative; with creative power." And I am aware that nothing I created came from nothing, but was generated with an intention that met some needs. I prefer to define my creativity more as a method, process or approach and less as a "gift".

Graphic design is a discipline that involves developing solutions to communicate ideas and information in a visual way. Creativity is the key to come up with original or innovative solutions and turn messages into memorable interactions. It is not only about being original, but also about creating a deep connection between the user and the design.

Now that the technological advancement of artificial intelligence challenges us and the digital world is in constant change, we designers feel the pressure to find unexpected or unconventional solutions to differentiate ourselves and attract attention. But it is a race that can hardly be won. We are always between the future and the past. I believe it is a trap to look only forward into the future, trying to push the visual and technological norms ("pushing the envelope"), forgetting that behind us there is a great accumulation of knowledge and history—a resource for imagination and creation.

The Japanese designer Kenya Hara said that we call creativity that intellectual inclination to create new connections — back and forth — between the future and the past, and that design is not the act of surprising with the novelty of the solution, but the ability to repeatedly extract unexpected ideas from the mundane everyday life. This skill can be cultivated through the desire to learn and experiment. A curious person is therefore much more inclined towards creativity.

But for that, as a designer you have to expand your horizons and take on challenges outside your comfort zone. In my experience, exposure to other cultures and experiences can give designers new perspectives or ideas. I deliberately try to turn an everyday, seemingly insignificant thing into a source of inspiration. I exercise my spirit of observation of details, of interesting ideas in any field. I try to write them down or save them somehow and when needed, I delve deeper into all these scraps of ideas, find their "red thread" and let them develop visually. Creativity is nourished daily, just like a leaven from which well-raised fresh bread emerges.

For me creativity must be balanced with a practical approach to design and is based on a deep understanding of the industry, the user and the context in which the design will be used. A creative graphic designer should be able to make informed decisions and consider the budgetary and technical constraints of the project.

Together with the Brandfusion team, I learned that the process of conceptualizing projects and the ideas behind them is the best exercise in creativity. Ultimately, this process is just as important as the end result. It takes a lot of work and refinement to turn an idea into an effective and memorable design. With a rigorous approach and attention to detail, we can create successful projects that bring us satisfaction as designers.