One of the mantras we champion at LEVEL Studios is “Innovation and Balance”. Nowhere is that statement more central than in the collaboration between our Creative and Technology disciplines. Our clients expect – no, demand – leading-edge design married with solid, scalable technology. Although seemingly simple on the surface, this aim is actually more complex than it appears.

Kayaking is a great analogy of the push and pull between Creative and Technology. When kayaking, you generally want the boat to move forward (“Innovation”), but to do so effectively you must alternate paddling on each side of the boat (“Balance”). Failure to paddle in an evenhanded way causes the boat to turn in unwanted directions at best, or move in circles at worst.

The collaboration of Creative and Technology in digital initiatives is much the same. Too much concentration on the aesthetic without the right technical infrastructure (or vice-versa, too much focus on the technical and losing sight of the creative, visual side) can cause your initiative to fall flat and result in the inability to reach your intended objectives.

In general, the two disciplines start from two very different places and view the world from widely differing perspectives. They are based on two different approaches to thinking: creative vs. analytical. Creative thinking is expansive and generates new ideas. Analytical thinking is selective as well as systematic and is about making choices. Obviously, with one discipline expanding and evangelizing the realm of possibilities and the other trying to narrow down the choices, there is usually an opportunity for conflict.

At LEVEL, we may have seen these types of situations from time to time . Often times the friction is a small bump in the road, and other times…maybe not so small. The common thread that allows us to come to a resolution or avoid the problem altogether is communication. Communication with our clients, within our teams and across the discipline divide is crucial to providing that balanced approach to innovation that culminates in the delivery of successful initiatives. And sometimes a hug.