Knowing how to deliver feedback constructively in a creative setting takes practice. That practice can be difficult and awkward at times, which is why I’ve carved out some tips on how to make the process go a little smoother. These tips begin with all the members of a critique leaving their egos at the door and being committed to making the work the best it can be.

If you are not in a formal critique atmosphere, always ask if feedback is welcome and needed at this point in the project. Using phrases such as, "Can I give you some feedback?"  "Are you open for feedback?"  "What kind of feedback are you looking for?" is a great way to start the 

This goes without saying, but I see this happen all the time: don’t ask for feedback just to check a box. If you are nearing the end of a project and ask for feedback on something, make sure you have the time,  budget, and motivation to implement the feedback. Dismissing ideas simply because you don’t have the time means you may have missed the boat on asking for feedback in the first place.

2 — Remember That It’s All Subjective

As the person giving feedback, using first-person pronouns (I, me, my) is a great indicator that your feedback is just your opinion. Sentences with “I feel that..” “I think..” “I see…” opens the floor for back and forth discussion, prompting others to engage and speak from their perspective as well.

3 — Nix The Ol' “Compliment Sandwich”

The idea of this is nice and it can be helpful if you are very new to critiques. However, the compliment - critique - compliment technique can come off a bit insincere. Definitely give kudos when you see something you like, just make sure you are being direct and honest with your feedback and are delivering it with respect and care.

If you are the one giving feedback and see an aspect of the work that you are unsure about, always ask the presenter how they got to that point or why they made that decision. Phrases that start like “Tell me more about...” or “What’s your thinking behind…” The answers to these simple questions will give the piece deeper meaning and provide more context around the work as a whole. If you still see room for improvement after you have listened to the explanation, respectfully express your thoughts. Asking questions invites reflection and is vital in sparking new ideas.

5 — Don’t Make Comments Just To Make Comments

In many critique environments where people are going around the table giving feedback, you may feel pressured to comment on the work. If feedback doesn’t immediately pop in your head, don’t feel like you have to come up with something just to make your voice seem valuable. If this is the case, take time to compliment the work and explain what's working for you. 

As much practice giving valuable feedback takes, receiving that feedback takes just as much. Giving context and listing the goals of the project before you begin presenting your work will help give viewers a solid understanding of the project. If you are the one receiving feedback, try your best to separate yourself from your work and not take things personally.

Follow these six easy steps and you are on your way to becoming a master at critique! 


Art Direction

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Critique Etiquette

VIA Studio was founded in 1996 by Kelly McKnight, chasing the promise of the then-nascent Internet. In that moment, VIA Studio were prospectors, explorers of an uncharted territory. Enthusiasm and opportunity abounded, and the work and the partnerships followed. That entrepreneurial spirit sustained the adventure for many years, even outlasting the popped “tech bubble” of the early 2000s.

When Jason Clark joined VIA Studio as a partner in 2003, the business and the industry as a whole were just beyond “the bubble”, and both were on the cusp of failure - or success. Jason saw it as an opportunity, and the way forward was hard work, listening, and learning.

In the years that followed, it wasn’t always easy. VIA had its share of ups and downs as the industry, the technology, and the people who interact with them adapted and changed, while being hurtled along with the pace of progress.

What kept us on an upward trajectory was our commitment to learning and adjusting by asking the tough questions of ourselves and taking feedback from our clients.

The new brand you see before you today is a direct product of that mindset, coupled with years of experience and introspection.

Not having a “traditional” agency background has suited VIA Studio well - we’ve never accepted tradition without some sort of real and recent rationale. The end result is that, through constant iteration, we’ve created novel approaches to nearly every aspect of our business.

Beginning in the early 2010s, we began building and adapting processes that focus on the humans doing the work and those interacting with the end result - instead of focusing on the work itself. With that end-to-end, human-centered approach, we’ve developed a methodology that leads to exceptional work and fosters strong partnerships.

“The VIA team has been consistently exceptional on both sides of the LPM coin: first, a deep understanding of our brands and what makes them work, and second, the ability to translate those attributes into assets and plans that reach our audiences in a compelling way. Also, they're a fine collection of humans.”

- Gray Smith
Louisville Public Media
Director of Corporate Support & Advancement

The net result was easier, more productive partnerships - with organizations of all shapes and sizes. In this past decade, we’ve forged bonds with Fortune 500 companies and nonprofits alike. All with the same result - respectful, mutually beneficial relationships that turn over great work year in and year out.

The brand we re-launched around that time -  “Digital Craftsmen & Communicators” -  was solidly based on that working, crafting, honing attitude. We knew that if we continued with the work, one day we’d be different.

 - in both meanings of that term. In the last decade, we could see the work we were doing having more impact, the partnerships expanding, and our skillset becoming more sophisticated. We realized something big had changed. And now we had to reflect that in our branding.

To create our new brand, we turned the branding process we’ve built for our clients inward. We had in-depth, searching conversations about who we are and what are our values. These values underpin our brand, and we hope you can see them in every aspect of what we do, both publicly and internally.

As our confidence has grown, we’ve moved from a brand that celebrates our culture to one that 

 of both client and community, and the work that is created from those partnerships.

"One of the things that impressed me when you were getting me up to speed, was that there was a full pitch deck. It was really well thought out, not thrown together in the corners and I grabbed a couple of images and said let's use this for our color pallette. It was super well thought out."
- Carl Smith, Bureau of Digital


Weaving our user-focused strategies with our new brand understanding, we seek to use our platforms more deliberately. We hope you see this in both big and small ways - from how we thoughtfully use each of the many media platforms at our disposal, to the subtle shifts in voice and tone, to how we’ve tuned and prioritized our website to each individual audience.

The root of this confidence is not bravado, but rather in our commitment to having open, transparent conversations. We hope you can see this transparency

in not only what we choose to publish in this journal (hi!) but also in the straightforward agreements and communications we have with you as client or employee.

If you are interested in hearing more about our rebranding and website development process, you can watch our hour-long panel discussion 

“Why Rebrand?”, hosted by the Bureau of Digital’s Carl Smith.

But what drives us? Our introspective nature and processes have always served one thing: creating new, interesting, exciting, valuable, and true work for our clients. The future is why we exist, and its intriguing possibilities drive us to create. You can see this in the dark, mysterious, sometimes impossible backdrop that forms the basis of our brand.

The new VIA Studio brand is perhaps the truest reflection of ourselves and the partnerships we represent. We hope you are as excited and intrigued by it as we are. After all, it’s you - our partners and friends who have driven us and challenged us. And we thank you.

Branding

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Looking Inward to Move Forward: The VIA Rebrand

Non-profit Marketing

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Dare to Care

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Treyton Oak Towers

Art Direction runs the gamut from concepting a campaign to directing a photo or video shoot. We can help guide a brand vision through any media.

Art Direction

Art Direction: Case Studies

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Treyton Oak Towers

Art Direction: Blog Posts

Critique Etiquette

Looking Inward to Move Forward: The VIA Rebrand