THE TRIANGLE OF EXPECTATION
Mastering the art of creative trade-off
MARCH, 2024
№
01
In the heart of chaos lies a guiding principle
It’S a truth we’ve all grappled with at one point or another: when it comes to our creative endeavours, we’re often LEFT WITH THE CHOICE OF two out of three—fast, cheap, or good.
Imagine it’s like being at your favourite coffee shop, where the choices are plentiful, but you can’t have it all at once. This guiding principle, affectionately known to us as the Triangle of Expectation, serves as a compass, helping us navigate the complexities of project expectations, both in shaping our work and in setting the stage with our clients.
Let’s dive into this a bit more, shall we?
THE EXPECTATIONS: FAST, CHEAP, GOOD.
THE
CHOICE
IS YOURS
THE CATCH IS, YOU CAN ONLY CHOOSE TWO.
THE ONE YOU DON’T CHOOSE, YOU FORFEIT.
SO, IF YOU WANT IT FAST
AND CHEAP
You’re in a hurry and grab a quick bite from a less-than-favourite spot. This is similar. When we aim to save a dime and accelerate the pace, it’s often the quality that takes a back seat. Opting for a template over a custom design can do the trick in a pinch, but it may lack that unique flair that makes a brand truly stand out. It’s the perfect route when urgency and budget dictate the terms, but let’s not forget that the essence of creativity thrives on being distinctive and innovative.
This happened to us last year. We took on a project for a small startup that needed a logo and web presence in two days, within a tight budget. He suggested we use pre-designed templates for the logo and website to save both time and money. The project was delivered on time and within budget, but the client later noticed his logo’s graphic element alongside another brand’s logo in the dial-a-service pages of his local newspaper. While the solution met the immediate needs, it underscored the trade-off between speed, cost, and quality.
You
can’t
have
it good!
AND THE MORAL OF THE STORY IS:
When speed and savings take the lead, quality takes a bow.
BUT WHAT IF YOU WANT IT CHEAP
AND GOOD
Here, patience isn’t just valuable; it’s the essential ingredient to a successful outcome. Crafting high-quality creative is a journey—a process that unfolds with time, especially when operating within a budget. The path from brainstorming to execution is rich with exploration and refinement, and rushing only sells the vision short. If time, this route promises work that will still meet expectations, offering a masterpiece that’s both budget-friendly and brilliant.
Back in 2022, the Melbourne-based pre-mix 924 Cocktail Co. approached us with a modest budget to redesign their product packaging, brand and e-commerce. Understanding their financial constraints, we agreed to a longer timeline to ensure high-quality results without cutting corners. Over several months, we meticulously remodelled every element of their brand. The project’s extended timeline allowed for thorough research and refinement, exceeding their expectations and illustrating that patience pays off in quality.
You
can’t
have
it fast!
AND THE MORAL OF THE STORY IS:
Thrifty craftsmanship takes time; a rush will always taint the shine.
AND IF IT NEEDS TO BE FAST
AND GOOD
For those instances where time is of essence and quality sky-high, we marshal all our resources to the forefront. This often means pulling other work-in-progress, leveraging third-party services regardless of cost, and dedicating more hours to ensure excellence. Naturally, this level of commitment requires investment. For projects with non-negotiable deadlines and unparalleled quality, we’re in, just remember, a great artist is rare. And one that is fast, even rarer.
Two weeks ago, new Accor Pacific Chief Operating Officer needed a deck for a last-minute roadshow. We mobilised—shuffled our schedule to free-up the right Creative, which missed another project’s offset print deadline, but we still delivered on the overall deadline for that project through an expensive equal-to-offset quality digital run. One client received a stunning presentation, the other a flawlessly annual report, for a fee matching that of an entire new brand. The cost of expedited excellence? The size of your investment.
You
can’t
have it
cheap!
AND THE MORAL OF THE STORY IS:
Speed and quality shine, but thrift will stay behind.
How do we navigate this?
Tailoring a project to its owner, our client, is at the core of our approach: a clear understanding of what drives that project is part of this. By placing all our priorities in front of us from the outset—be it a looming deadline, a tight budget, or an unwavering demand for quality—we forge a path forward with our clients.
Open conversations from the start ensure expectations are aligned and everyone is on the same page, paving the way for a smooth creative journey.
Sometimes, a small lenience for a little tweak to a project’s scope or timeline can find us that sweet spot, balancing the triangle’s demands.
Staying ahead of emerging tools or methodologies allows us to offer solutions that are efficient, cost-effective, and impactful.
The Triangle isn’t just a catchy concept; in our studio it’s a reality.
Embracing its wisdom guides us to more meaningful and successful collaborations. It teaches us that in the art of creation, some moves are fast, some cost-effective, but all should lead to a dance that captivates.
So, as we embark on each new project, we keep the triangle in mind, stepping confidently into our creative rhythm, ready to find the harmony that best suits our mission.