After going around and sharing our ideas to the group, we gravitated towards a tourist guidebook of local “Cheap Eats”, and married the idea to a subway map. We decided to start with 1 line, and go from Chambers to 96th Street, giving us eighteen stops. We devised a way to poll each stop and divvied up the workload. The design borrowed from the printed subway line guides available at each stop, and was intended to be a pocket piece for sale at the stations and other tourist hubs. We figured we could extend the brand by covering other subway lines until the guide was complete. As a group, we were top heavy in the design process, all of us well versed in the front end software and tools, but not as familiar with the back end production process.
I noticed after we had a nearly finished idea we started spinning in a destructive creative circle. We took every idea that flowed around the table, and changed the product. This lead to it going from an inexpensive pocket piece of cheap eats, to a full-blown, rich critique of different cuisines and different prices. My observation was that in an environment where everyone’s input carries the same weight, the creative process can swirl along without end. Not that everyone’s input isn’t merited, it is, but a creative team seems to need a leader with veto power to push a project through to the end.
One of the benefits of working in a group is that creative people, by design, tend to more insular, and by putting four random people together, we get exposed to a lot of new ways of looking at things. This alone is worth the price of admission because in the communications field, we need to reach as many different people we can. Being exposed to different thought trains increases our thought bank and helps us become better persuaders.