Craig Evans | Lunch & Learn

By // Christine Kozuch

Something was comforting in hearing Craig talk about his journey as an artist. He is more than a graphic designer. He is a writer, a designer, and an entrepreneur. As a writer, Craig has been able to become more of an asset in the design world, 

 

“When writing creatively, it’s not always about proper grammar and having the right amount of commas, rather it’s about expression and evoking an emotion.”

Because of his extensive background working with brands such as Nike, Volkswagen, NFL Network and more Craig has been able to explore many spheres of the design world. From being an Art Director, copy editor, and starting his own brand, Craig has made himself somewhat indispensable.

Craig has a way of inviting you into his world as a creative. Not only is he a talented designer, but he is also honest with his endeavors as a creative. After living in LA, Craig found himself wanting more out of his career. He wanted to come back to simplicity and work on projects that inspired him. Call it an itch if you will. Craig and his wife moved to Nashville, and there he has been able to pursue passion projects and use his vast knowledge of working with more prominent companies and incorporate that knowledge into smaller brands.

“Ideas are our currency,”

Craig stated. As designers, we are a bank of ideas. We are the communication board for companies and brands in how to effectively and efficiently we deliver nice looking things that become tangible and useful for brands and companies. There are many strategies on how to deliver those ideas to a client. It has become a conversation for us over here at Circa. How do we utilize the time and budget given to us and how do we deliver the best message to our clients without compromising our skills or our time?

 

It all becomes a balancing act. Craig walked us through his creative briefs, and it was eye-opening and inspiring. We’ve all heard the phrase that time = money. Same goes for designers, ideas are our currency. So how do we deliver those ideas to a client before they agree to our full services?

Here is Craig’s process and I believe it helped me, as a designer, understand what is going to help a client see a vision.

 

  1. How to present the Idea: use 3 different quick visuals, 1 typeface direction with color options (keep your color options to 3-4 colors.) You don’t want to overwhelm the client nor yourself as a designer in deciding how to use the 15 colors that were presented.
  2. Figure out WTF the message is with the client: give a head nod to an idea, get the client on board with an idea or buy into the idea — that’s the goal.
  3. Execute 3 different directions: get the client on the same page as to what to express, use mood boards! As a studio, we have been asking ourselves how effective mood boards are when presenting to clients. Do they cause more confusion or clarity? We arrived at: mood boards are a subjective measure for how a designer envisions the direction of the project. And, it depends on the client because for some clients ideas aren’t tangible.
  4. Do enough design to go in a direction: you don’t want to completely finish a project before being hired or having feedback about the direction. You need to give enough to a client so they can see which direction you are headed. You want to deliver 3 designs that correlate but are different at the same time.
  5. North Star: what’s that one thing? What’s the concept of this project?

 

Ideas are our currency: as designers, we have to recognize the value and worth of our work. We have to give enough of the concept to the client, but it comes to a point when your idea turns into getting paid for it.

A big thank you to Craig for joining us for a delicious Bar Taco lunch and bringing us into his world as a creative.

resources

Craig Evans | Check out more of who Craig is and his latest work!

About Lunch & Learn

At Circa, we have a bold understanding that education never just stops after college. This has been the motivation for our new series: Lunch & Learn. Every month we will have lunch with some of the brightest people in the creative field ranging from painters to SEO masters; and poke their brains to get a better understanding of the world and our role as visual communicators.

About Craig Evans

Craig has worked at top agencies in NY and LA as a designer, advertising art director, and advertising copywriter, crafting messages and telling stories for brands such as Nike, Volkswagen, ESPN, and Delta. In 2013 Craig started his own company called Y’allsome where his mission was to give back to Southern Foster Kids. Craig and his wife live in Nashville, Tn where he is helping small businesses become brands.

About Lunch & Learn

At Circa, we have a bold understanding that education never just stops after college. This has been the motivation for our new series: Lunch & Learn. Every month we will have lunch with some of the brightest people in the creative field ranging from painters to SEO masters; and poke their brains to get a better understanding of the world and our role as visual communicators.

About Craig Evans

Craig has worked at top agencies in NY and LA as a designer, advertising art director, and advertising copywriter, crafting messages and telling stories for brands such as Nike, Volkswagen, ESPN, and Delta. In 2013 Craig started his own company called Y’allsome where his mission was to give back to Southern Foster Kids. Craig and his wife live in Nashville, Tn where he is helping small businesses become brands.