Interested to learn more about working with Millan?
Having worked across multiple brands and industries, I work within a proprietary framework through a collaborative, results-oriented
approach that helps deliver consistent, high quality results across each project.
➊
Inquiry
Transparently identifying the creative problem.
Understanding what's currently working.. or not.
—Meeting with everyone who signs off on
the final version
—Translating business goals into what
results look like
—Context of past creative partnerships
➋
Define
Up-front research and strategy
anchor creative execution to real business
and operational needs.
—Research and creative strategy (project dependant) with an outcome of building a brand foundation
for consistency
—Goals or metrics that can be captured to
measure outcome
—Milestones with a clear timeline of project including deliverables
Both visual / non-visual research and exploration are integrated during the definition phase.
➌
Shape
Collaboratively putting the pieces together.
—Art direction assembles the ingredients and establishes rhythm that go into the final execution
—Once shape has taken place, we begin to give
it form. It’s important that the direction for the
work are results the team is proud to share
and on track to hit project goals
—For this to be achieved, status meetings
and rounds of revisions will be discussed on a
project basis to achieve the best results
➍
Implement
Adaptation for campaigns, merch and more to launch your brand into the world with full support
—Print-ready files and brand toolkits
with cross-platform functionality
—Style guides and brand guidelines
—Launch campaigns and PR assistance
What is design with a
center of gravity?
While a lot of brands end up chasing their audience's attention through trying to stay culturally relevant or some kind of novelty, design with a center of gravity flip this approach on it's head. Only when brands start telling their unique story are they able to build attention and desire that lasts through honest relationships with clients, teams and investors. It's for brands creating their own north star, refusing to be pulled into someone else's gravitational field.
The brands that are not for everyone, but have a magnetic pull on the fans that get them,
while competitors fight over transactional,
fleeting attention. When everyone else is LARPing and inviting themselves to parties they're not welcomed at, magnetic brands don't abandon their vision and goals for attention.
It's a process that helps reflect what a product actually is to the people who care. Not built around marketing playbooks or KPIs of what a brand hopes to be. Meaning and value built around what only you can uniquely bring to the world.
Artificial intelligence
in my work
Similar to any professional in their respective field, I stay up to date with industry-leading tools. Unfortunately most LLM subscription models packaged as A.I. are not currently at a level of using in place of in-field expertise and trained skill.
My outlook may change in the future.
Until then, I implement these tools in surface research (googling stuff), automating menial/manual processes and generating pieces of custom code in
ethical ways that help keep my practice
efficient and costs affordable.
Working with Millan Butler will always be
led by human intelligence, never artificial.
MILLAN BUTLER
GRAPHIC SOLUTIONS
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PARKDALE, TKARONTO, CANADA
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