“Vision without action is merely a dream. Action without vision just passes the time. Vision with action can change the world.”
–Joel A. Barker
In the vast world of packaging and strategic brand communications, every creative challenge presents a unique problem. There’s no universal equation to solve creative questions—it requires more than just your fundamental math. These challenges are more akin to jigsaw puzzles or riddles. Stimulation, imagination, and original thought must be pulled from that metaphysical realm of vision.
Vision is the light at the end of the tunnel. It’s the image projected onto the screen of your mind’s eye, waiting for its delivery dictated by dollars and deadlines. Process upon unique process is employed where the rush of experimentation courses through a designer’s veins, all for the sake of attaining a great vision.
Therein lies that ever-essential suitor called execution. Who will select that perfect Pantone color swatch? How will that napkin sketch get translated into a properly built piece of vector art and be reproduced in the real world and seen by core audiences? What magician can make the green leaf on that strawberry morph into an elegant botanical? Without good execution, that ground-breaking vision is just the fleeting, elusive image that feels like air when you try to reach out and grab it. Making visions tangible is our livelihood.
Vision and execution are two sides of the same coin—they must be married well. As designers, we wear the matchmaker hat to bring the two together and make it a coin well spent.
Jude Gavin – Design Director
