Artists: Teamwork and Inspiration

It’s the “right brain” point of view and what the “left brain” needs to know.

WRITTEN BY: Russs Mariano

AUTHOR BIO: Russell Mariano has been a creative director for 10 years and has designed products in the beauty industry since 1994. Also known as “Russs Mariano,” he was recognized recently by HBA for his packaging designs for Altera Hair Care. Beauty Packaging magazine has also featured these designs in previous articles. A graduate of Art Center College of Design, Russs’ design sensibilities can be found at www.manjaman.com.

The artist is a unique component to the marketing team. An important piece to the overall pie, the artist’s goal is to think differently and to offer a creative vision. The artist brings the visual solution of a marketing strategy to life. What creates that vision is teamwork, inspiration and follow-through.

An artist defines teamwork in a special way. Of course, the team defines the objectives and why the project is important. However, it is essential to also understand the preferences and opinions of everyone. Discovering personalities, their likes and dislikes, becomes part of the equation. All must be intertwined into the solution. By working closely as a team, a certain “vibe” becomes apparent. This vibe can be viewed as an emotion that also speaks to the artist and develops a passion for creativity.

Inspiration is the beginning of the creative solution. Whether it comes from an industry event, travel or a particular hobby, inspiration comes when it’s least expected. An artist pulls this from outside influences. Contrary to belief, it doesn’t come from a computer or “googling” the competition. The research starts online but must include a physical experience, a connection to the goal that is discovered outside of the “work parameters.” It’s difficult to grasp, but the critical work comes when the artist isn’t working—an epiphany of sorts that comes from an unconscious mind that has been constantly thinking of the goal. In the words of Don Draper (“Mad Men”), “think about it deeply, and then completely forget about it. Only then will the idea pop into your head.”

Follow-through is the reason why the artist exists. It’s a special skill to embrace relevant opinions, decipher the unique selling points of the strategy, and bring to life what was once a concept to reality. The artistry comes with “style points.” Every artist has a “flavor” to bring to the mix. The essence of follow-through is applying individual artistic style in combination with the preferences of the team.

Success is a 110% commitment by the artist true to his or her craft. This person must look, feel and breathe the brand. The foundation of this individual’s success is the team that pushes innovation and harbors an awesome work ethic—on and off the court. By having a solid team, the artist has the confidence to innovate and push the limits of what’s possible while staying true to their personal artistry.