Behind every branding, web design, or visual campaign we release into the world, shines a team of driven designers. Every day they set out on a creative tour, with Saar as their trusted frontwoman. After more than six years at Expliciet, she is happy to share her life lessons as a designer and team coach.
As creative coach, Saar is currently the central point of contact within the design team. Together, they translate daily creative briefings into visual concepts, give unique substance to brand identities, and ensure campaigns truly stand out.
‘Not only does it give a lot of satisfaction to steer everyone in the right creative direction and further develop talents, but building a strong bond among team members is also of great value. All while I’m still fully immersed in the designs myself every day.’
‘Personally, I prefer working on branding and brand identities. The fusion of factual data with intuitive insight makes it challenging. You can’t capture a brand strategy in a unique visual concept with just trends and an internal briefing. We have to be able to empathize with the people behind a company or organization. Who are they? What look and feel do they want? Then it’s up to our creative intuition to link that information to the right appearance. That search is exactly what drives me.’
When did the creative marketing spark first ignite for Saar? ‘As a child, I was a fan of Kellogg’s breakfast cereals. Besides the contents, it was mainly the packaging that fascinated me. My very first source of inspiration was a fact (laughs).’
‘Ultimately, it was a cinema stunt by Jobat that really convinced me to study design and advertising. “One day you’ll find the job of your life. And then you’re gone, of course.” I wanted to be able to come up with ideas like that myself.’
‘Today, I find most of my creative stimuli in fashion, magazines, and music. Especially the latter gives me a daily boost. Music is indispensable to me, both personally and professionally. Fellow designers can certainly confirm that designing sometimes feels like a real struggle. A personal playlist with life-saving songs is then very welcome (laughs).’
How do you ensure you’re a next-level team coach?
‘I see myself primarily as a sparring partner who gives every team member the chance to discover new forms of creativity themselves. You never create impact alone, hence my drive to challenge everyone to the max. And then you automatically come to work with a lot of enthusiasm to create beautiful things together.’
What for you is the difference between a good and an outstanding designer?
‘An outstanding designer dares to embrace the discomfort of doubt. Because they can handle remaining undecided about a problem for a longer period, it ensures their solutions are simply more creative. Let that be the ultimate challenge: there is always a tension present to decide in a timely manner.’
What do people not know about you yet?
‘Designers are often associated with everything shiny and fancy, and that’s partly true for me too. But besides being crazy about brands, I’m also a big fan of the countryside. While daydreaming, I sometimes even see myself having my own farm and accompanying shop. With fresh products, wrapped in my own designed packaging, of course (laughs).’