Structure for Creatives by David Choe

Plywood - 2017 - PlyWords - June - Quotes - 7

Meet our friend David Choe, founder of Cuz.

Rhythms are a paradox. Through the repetition of notes and sounds and beats and their intentional and specific construction, rhythms move people. It’s fascinating to think that something so methodical and structured like a rhythm can cause something so fluid like the tapping of toes and the swaying of bodies.

In my world of strategy and design and creative work, rhythms often look like process. Creative people hate the idea of processes and structure, but without them there’s almost too much to consider.

For example, when someone tasks you with creating a brand, the thought of it is daunting. Where do you even start? This is when rhythms and process often come into play. Instead of putting a bunch of notes on a score hoping it creates something beautiful, it’s painstakingly considering each note and line, and their interactions with one another. It’s forcing yourself to put boundaries on your creativity. Putting your ideas into processes and boxes gives you something to push up against. It creates something for you to break and to change.

When stuff hits the fan and deadlines pile up, revisions seem endless, and people are tired, there’s a temptation to forsake rhythm for completion, and the work suffers.
It takes discipline to dig in and get back into the groove despite the mess that is going on around you. Rhythm and a person’s ability to keep it, is what seems to produce the best kind of work. To create work that means something to someone, maybe even move them.

At Cuz, rhythm is a bigger challenge for us, because we do all of our work on nights and weekends. But that’s also a part of our magic. We have even more limitations than the normal creative agency and in order to produce amazing work, we have to be more disciplined, go deeper faster and hold ourselves to even higher standards. You can be assured that because of our limitations and our convictions about our clients, we will be working harder and smarter than the rest.  For us at Cuz, there is only one option- to move people and we won’t stop until that happens.

Plywood - 2017 - PlyWords - June - Headshots - 6

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