Creative Momentum #01
Hello and welcome to the first issue of Creative Momentum
This is our bi-monthly ideas share, a place to pause, notice, and reflect on the things shaping the work we’re seeing and creating.
Lately, everything feels loud. Marketing especially. More content, more tools, more pressure to say more, faster.
Which is why this month’s theme is clarity, and how cutting through the noise helps the right people pay attention. 👀
What's caught our attention...
How brands are cutting through
Right now, the work that’s really working is doing two simple things well.
It’s clear and it’s human.
Because honestly, it’s pretty noisy out there. All the AI content has turned the volume up even more, and marketing can feel overwhelming fast.
We are seeing a shift to the kind of work that leaves us feeling calmer and more connected, rather than dazed and confused.
Which makes it slightly ironic that one of the pieces that really stood out to us this month…
…was a ChatGPT ad 😱
Here’s why:
The recent Road Trip ad from OpenAI brings clarity and humaness
together beautifully.
The story is simple and easy to follow. The music adds warmth and familiarity that gently pulls you in. You’re not overwhelmed with information or big promises. You’re shown, quietly, how this could fit into real life.
You come away thinking, yeah… that could actually help.
Whatever you think of ChatGPT, it’s hard to deny how clear and human that campaign feels, and how much it respects the viewer’s attention.
Watch the video
👉 Road Trip with ChatGPT by OpenAI
What’s inspired us...
Here’s what sparked our creativity this month.
I’ve been listening to the audiobook Essentialism, and a few ideas really stuck with me
Essentialism isn’t a design book, but I couldn’t help relating it back to design and communication, especially how clarity affects how people feel.
Here are the thoughts I keep coming back to.
1. Trade-offs matter
Clarity often comes down to deciding what you’re willing to go big on. When everything is important, nothing really is. Choosing one thing to lead gives the rest room to support it.
2. Stress kills decision-making
When people feel under pressure, decision-making gets harder. Messaging that’s thoughtful and considered creates the kind of calm where choices feel easy.
3. Learn when to stop
There’s a pull to keep pushing an idea just because time’s already been spent on it. Letting go can create space for what actually wants to work.
4. Make things better by taking things away
The idea of “kill your darlings” came up a lot. An essentialist believes improvement often comes from removal. In design, that’s where space, focus, and clarity tend to appear.
It left me thinking:
Clarity is a form of care
and respect.
Top Tips
Three questions to bring more clarity to your comms
Here’s a small exercise for you.
Take a piece of your marketing. Put yourself in your ideal client’s shoes and ask:
1. What is it?
Can they quickly understand what you’re offering?
2. Does it make sense?
Is the message landing without effort or re-reading?
3. How do I feel?
Calm, curious, reassured… or a little overwhelmed?
When the answers are clear, the work usually is too.
Be clear and your business will thank you. That is all. 💛
What we've been up to...
Brand work, curious minds, and a Christmas cracker!
A quick round up of what we’ve been up to recently. From work we’re excited about to life outside the studio that’s feeding our creativity and focus right now. |
Verto
We’ve been working on a new identity and website, a confident step into the engineering world.
We are the Curious
A visit to We Are The Curious, curious minds well and truly sparked.
Prosper & Thrive
Exploring how this brand identity brings clarity from the outset.
Christmas Cracker
Christmas runs, big and small.
Very proud of those medals.
A final thought...
Why clarity matters
Clarity creates space. It respects people’s attention and helps the right things stand out. We hope this sparked a thought or two you can carry into your own work.
hope you enjoyed the read and see you next time!
Clair x
Creative Director, Haycraft Creative
clair@haycraftcreative.co.uk
Ready to get clearer on your comms?
I’d love to help you do that. Send me an email and we’ll book a meeting to talk it through.
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