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Let’s Collaborate (no Vanilla Ice jokes)
Creative collaboration is an art form. Or maybe even a dance. Our favorite way to approach it is through active listening, dropping defensiveness, and allowing space for ideas to grow.
Let’s break it down.
1. Lead With What’s Working
First off, we are all creative people. Yes, some of us can express it through art or words, but everyone involved in creative collaboration belongs at the table. For many of us, putting ideas out there is a brave move. It’s always good to honor that—saying “yes and,” like how improv actors ply their trade. Some things we like to think of are:
- What made you smile
- What feels on-brand
- What we think all of us nailed
Positivity isn’t fluff—it’s fuel.
2. Be Specific With Feedback
Next, when it comes to feedback, we find it really helpful when saying things directly (with a nice soft edge). Things like “Make it pop” can invite subjectivity and confusion, whereas “this headline could be more benefit-focused” feels actionable and clear.
Great feedback zeroes in on:
- What is and is not not landing—and, more importantly, why
- What was expected to be seen and what is being shown—and also what isn’t
- What feels on target, and what feels off—tone, strategy, or message etc.
If you can link feedback to the original brief or goals, even better. Don’t be shy.
3. Bring on the Questions!
Collaboration is a conversation. And when we can all assume the best of intentions from everybody in the room, sometimes the right question can really get us all somewhere. Simple considerations like:
- “What was the thinking behind this choice?”
- “Would it make sense to try a version that does X?”
- “How might we make this feel more aligned with Y?”
Collaboration beats command-and-control every time.
4. We Can All Take Lead
Everyone in the collaboration has expertise. Let’s use all of it to solve the problem. The famous saying said it best—”None of us is as smart as all of us.” Having different voices take the lead can allow for some really great work that feels good when making it. And that? That’s the absolute best.
5. Leave Room for Surprise
Sometimes the best creative comes from an unexpected direction. So even when you have a vision, it can really pay off to keep an open mind. The goal isn’t to push just one idea through—it’s to get the best idea out. This process isn’t always linear and you never know where that winning idea is going to come from.
6. Mindful and Thoughtful
When we let respect and debate of ideas run the show, it really is fun to see where things go. Maybe not every idea is a great one, fully formed. But there can always be little pieces from something that can be used to make a winning idea even better. A few ingredients we shoot for are
- Actively listen
- Let strategy and the brief be your compass
- Be open now, we can edit and move off from things later
Great Work, Good Vibes
The best creative work doesn’t just come from creative talent—it comes from trust. So give creative collaboration the space it needs to cook. We love being clear, kind, and constructive. Celebrate what’s working. Question what’s not. And always, always remember: we’re all trying to make something great.
Need help getting the most from your creative team? We’re pros at turning good ideas into great ones—with a process that actually fuels the work.
About Ethos
Ethos is a multiplatform branding agency that develops and executes integrated marketing campaigns across multiple channels for companies inside and outside of Maine. At Ethos, we believe that the most effective way to set a company’s marketing course is by finding its core truth—its ethos. We know that once we discover and communicate that core truth, we can truly make a difference for each client’s unique marketing and business objectives. With Ethos, you get more than a marketing agency. You get a long-term partner whose goals are your goals. Learn more about the Ethos approach and the work we’ve done for our clients. Want to have a conversation about your brand’s core truth? Contact us today!
