Bottled Lightning

I've often shared experiences of those seemingly random sparks of inspiration when working on client projects. Those "eureka moments" that happen when you least expect!

Sometimes they happen almost immediately, during the initial client discovery meeting — more often than not, it happens when I’m doing some other task and not thinking about it at all — but it wasn’t until I read a recent post by Cat How at How&How I came to the realisation that this perhaps isn’t quite so random after all.

When and where might still be random — immersing myself in water is often the best catalyst — but the fact that it does happen every time makes this more like part of the creative process. Without realising, through years of experience (and perhaps a touch of undiagnosed neurodivergence), I’ve trained my brain to process all the project information internally.

Learning about the client and understanding the world from their perspective, consider the thoughts and feelings of the end-user, along with my own personal insight, and use those details to spot patterns and shapes in words and imagery, distilling all that information down into a creative solution that perfectly connects all those individual elements together.

It was quite the revelation, but it all makes perfect sense to me now. So I think it’s time to lean into that internal creative process even more and explore it’s capabilities even further.

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If you’d like to take advantage of my well-trained creative brain on a current or future project, then simply say hello@paulandew.design 👋