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The Magic Intersection of Strategy and Creative

November 1, 2022  |  an article by David Lemley

There’s a tendency among food and beverage brands to leap right into designing whatever is at hand — a new package or a revamped website — without passing Go and collecting $200. In other words, to move straight into execution without consulting strategy first. Or, worse, without any strategy at all.

Design is fun. But design without strategy is the opposite of fun: full of uncertainty, unhelpful personal opinion as feedback, and the real possibility of failure. Skip the strategy and go straight to playing with typography and color, and someone else in your category will make the same moves within about six months.

Our latest eBook outlines the magical intersection between brand strategy and creative execution. You’ll learn why it’s essential that strategy underpins every design project from package to social campaign. You’ll identify whether the business challenges your brand faces stem from strategy problems or poor execution. Finally, you’ll leverage strategy’s secret superpower: to make all creative decisions easier.

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David Lemley

David was two decades into a design career with a wall full of shiny awards and a portfolio of clients including Nordstrom, Starbucks, Nintendo, and REI. His rocket trajectory veered when his oldest child faced a health challenge of indeterminate origin. Hundreds of research hours later, David identified food allergy as the issue and convinced skeptical medical professionals caring for his child. Since that experience, David and Retail Voodoo have been on a mission to create a cleaner, healthier, more sustainable food system for all.

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