Curating Creativity:
The Art of Curation as a Multifaceted Skill in Creative Management
Working in a college setting centers around education, research, and academic goals within a flexible environment, while the industry (irrespective of the field) focuses largely on practical application, business objectives, structured hierarchies, and revenue-driven performance metrics. In the past five weeks as part of The Bridge 2023 cohort- a design studio simulation under the UG program of my final year at Srishti Manipal Institute of Art, Design and Technology- I have come to learn a lot about not just myself as a designer but have been able to see the overview of how the design process unfolds in an industry like setting while still being in an educational institution. It is unpredictable, dynamic and non-linear to say the least.
One aspect that in particular fascinated me is how ‘curation’ as a process is given so much importance and widely used. ‘Curation’ as I understood it, is often associated with art galleries and how the art is displayed within those four walls. I have come to see curation at play in every facet of the design process and even hints of it in my personal life. Developing presentations and pitches, building a team, planning an event or simply creating an aesthetic social media feed, the ability to curate can ultimately enhance any experience and outcome.
Studying The “Apple” Brand And Product Ecosystem
The success of Apple is not just about the individual products but also about how they have creatively curated across their entire ecosystem.
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Product’s Design: Apple products not only look aesthetically pleasing but also function seamlessly.
Marketing: Apple’s marketing campaigns are known for their creativity. The “Get a Mac” series of ads, for example, personified Mac and PC users to convey the idea that Macs were user-friendly and reliable. Apple curates creativity by selecting marketing concepts that resonate with their target audience and reinforce the brand’s image.
“Apple is not just a company, it is a lifestyle”
User Experience: The App Store allows third-party developers to contribute to the ecosystem while maintaining strict quality control standards. This curated approach ensures that only well-designed and functional apps are available to users.
In Retail: Their stores are designed to provide a unique and engaging retail experience. From the minimalist interior design to the Genius Bar support system, Apple curates the retail environment to create a memorable customer journey.
In their Branding: The brand is known for its simplicity and elegance. The logo communicates the brand’s identity and values concisely.
Analyzing the “Apple” brand, illustrates the point of how curating is not limited to a single aspect of art but permeates through various facets, from product design and marketing to user experience and branding.
My larger aim through the remainder of my time at The Bridge is to fundamentally understand the art behind curation. As someone who naturally gravitates towards the role of organizer, a space I am looking to explore and implement is how curation can lend to creative management.
“Curation is not just about collecting and organizing content; it’s about making sense of it for others.”
In creative management, I see curation aiding in making informed decisions, prioritizing, and maintaining a coherent vision throughout a project’s lifecycle. Requiring a balance between creativity and strategy, ensuring that creative efforts align with business goals and deliver value to the organization and its audience.
Key Components That I Identify Under “Curating Creativity”:
- Selection: Carefully choose the most promising and relevant ideas or content that align with project objectives.
- Organization: Effectively structure ideas, content, and a clear plan for bringing creative concepts to life.
- Quality Control: Maintain high standards, reviewing and refining creative work to meet criteria like brand guidelines.
- Coherence: Ensure a consistent theme, story or message, making all creative elements work harmoniously.
- Audience Relevance: Craft content that resonates with the target audience’s preferences and needs.
- Strategic Purpose: Identify and align curation with strategic objectives, whether it’s for branding, messaging, problem-solving, or business goals.
- Innovation: Encourage creative thinking and explore new ideas within the curated framework.
- Adaptation: Adjust selections and strategies based on changing circumstances, audience feedback, or evolving project requirements.
The concept of curating creativity, while theoretically straightforward, indeed presents a challenging terrain to navigate in practice. It’s a delicate dance between harnessing the boundless potential of creative ideas and applying them purposefully to achieve specific goals. Whether in the realm of art, design, marketing, or any other creative endeavor, this process requires a deep understanding of context, audience, and strategic objectives. Ultimately, it’s in the synergy of creative exploration and strategic direction that the true magic of curating creativity unfolds, shaping our world and leaving an indelible mark on the tapestry of human expression.
