It’s simple:

Initiate the design process by meeting with you to understand your project, objectives and the criteria for its success

Project Evaluation

Conduct research to explore audience preferences, competitor landscapes and current design trends

Create comprehensive creative brief detailing purpose, design scope, target audience, project parameters and success criteria

Concept Development

Brainstorm visual concepts to effectively convey project goals

Translate sketches into compelling directions

Present concepts

Concept Refinement

Assess client feedback; justify design elements, typography and imagery, etc. support project objectives

Two rounds of revisions allow for necessary edits

Final draft presented to client

Project Production

Prepare design files for production; coordinate with vendors and agency partners to supply all necessary assets

Conduct review of the design process with client to ensure deliverables meet project objectives

About:

We recently followed up with Amanda Mans to find out what’s changed since the last time we spoke. Here’s what we learned:

Name:

Amanda Mans

Title:

Morton Salt, Inc.
Manager, Packaging Design

Q:

Experience:

In addition to over 25 years of design experience, I've immersed myself in both tactile and digital design mediums. Some say I was born with a clipboard in my hand and crayons in my heart.

Q:

What’s next for you?

How do you build and maintain connections with your clients?

Q:

I've always believed that relationships with clients are genuine partnerships. Design interpretation varies based on individual perspectives shaped by unique life experiences. My role is to bridge these differences, forging connections between clients and their intended audience. Once that connection is established, the design can create a lasting impact.

What distinguishes you from other Creative Directors in your field?

Q:

Many designers can craft visually appealing work, but creating a design that leaves a lasting impact requires more than just aesthetics. A great design should always serve a clear purpose, align with the project's goals and resonate with its audience. Every element should contribute not only visually but also intellectually and emotionally. Building a deep connection with my clients is key to understanding their needs and ensuring that the design maintains its integrity across all dimensions. In each project, I combine my design expertise with insights drawn from client conversations and audience research – creating a solution that is both meaningful and impactful.

Q:

Inspired by?

Charley Harper, Paul Rand, Wes Anderson, Edward Hopper, Chip Kidd, William Eggleston, Olle Eksell, Bob Dylan, Hervé Morvan, Vivian Maier, Thich Nhat Hanh, Saul Bass, Cliff, Louie & Francis

Q:

Favorite design program?

Choosing a favorite design tool is tough – there are so many new digital tools that bring projects to life. If I had to pick one, it’d still be Adobe Illustrator. Not only does it produce incredible, dynamic artwork, but it also integrates seamlessly with other design software making the entire process smoother.

What excites me most, though, is the creative process before I even open my computer. Brainstorming, sketching out thumbnail concepts and refining ideas on paper is where the magic begins. That’s where fresh ideas take root and inspire me as the project evolves. Design starts with planning and sketches – and only then do we move to the digital phase. As the project progresses, shapes, color palettes, patterns and typography start to take form, all coming together to create a cohesive visual solution.

What opportunities or initiatives do you wish you were exploring more fully?

Q:

Where do I start? I'm constantly seeking out new and challenging projects. I believe that if I stop absorbing new information, my work will stagnate. To foster growth, it's crucial to maintain curiosity and continually challenge myself to learn and expand my knowledge.

I want to thrive and further develop my design expertise. I strive to avoid complacency by exploring new avenues of creativity. I believe in avoiding obvious solutions and consistently offering a fresh perspective.