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Though a typical day brings the rise and fall of a myriad of emotions, the world was recently unified in 24 consecutive hours of celebration.  And from this equal celebration of 2011’s fading away and 2012’s beginning, we felt drawn to the same insight that we found repeatedly in our recently compiled year-long intensive study of creativity:


“Nothing intended to be timeless has ever been worth remembering.”


On the contrary, we’ve found in our research that creativity reaches its peak when it works outside the limits of what’s currently “safe” and “acceptable”.  When calculated risks are taken, people feel a connection to what they see (as opposed to the passive glance so many of us give to diluted creativity).  In fact, our research suggested time and time again that only when an architect, artist or designer pushed the limits of what was considered acceptable, did their creativity have any chance of being remembered in the future.


And so we advise our clients, “Go into 2012 bold and connect with people on the basis of what’s meaningful ‘here and now’.  Never intend to build something or communicate in a way that is ‘timeless’ or ‘safe’ — take the risk, go bold and use creativity to create ‘wow’ factor with people today.  That’s also the only way you’ll stand a chance of being relevant or remembered tomorrow.”


Whether it’s helping our clients design donor walls, creating museum spaces, laying out winning RFP packages, or designing and sending e-blast campaigns, everything we do, we do so while taking our own advice.  Crux Creative is the full-service creative agency that requires and implements bravery in our creativity.  Now, let us help you deliver “wow-inspiring” creativity.  Let us know how we can help you truly make 2012 a year you (and your clients) will never forget!


For more information contact:
Michele Allen
888.250.8695 ext 704


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