New Release Step 1: Creative Process

Hi guys, we are so excited to kick off our blog series which gives a segmented, in-depth look at all the steps we do at Steel Petal Press to create a “New Release”.

To start off, we first want to clarify what a “New Release” is for us. It’s the term we use to describe when we create, produce, and then sell new styles of products for Steel Petal Press. Our goal is to design new items in every category we offer (cards, mugs, bookmarks, magnets, gift wrap, gift bags). For example, in this New Release we are actively working on, there are 41 new items being made – WOW!

Now that we have that out of the way, let’s discuss the portion of the New Release process that comes first (and we actually just wrapped up the other day!): The Creative Process. As you could probably guess from the title, we use this time to think of fresh new ideas and Shayna then designs them either by hand or using Ilustrator. This is by far our favorite part of the New Release journey because it involves a lot of laughter, fun, and thoughtful artistic discussions.

Brainstorming is a huge part of the Creative Process of a New Release. We are constantly writing down ideas and discussing how things do or don’t work. It’s a constant discussion where small ideas are reworked and grown into final salable, on-brand product! This whole process, from thought to final design, can take anywhere from 4-6 weeks.

A close-up shot of some ideas for our current New Release

Next up, we use our weekly staff meetings as the forum for those aforementioned thoughtful artistic discussions. The input from our entire team is CRUCIAL in designing amazing products for SPP. The melting pot of different perspectives allow for us to see things in new and different ways as well as build upon each other’s ideas. Here’s a couple photos of what this looks like:

Pictured (From Left To Right): Shayna, Dan, and Matt discussing card ideas
Pictured: Shayna discussing a potential new mug idea

Last, but not least, staff feedback and discussion is not only used to invent new ideas but it’s also an important tool to see what ideas AREN’T working. While it may seem like everything we create kicks ass (because it does, duh), behind the scenes is not as simple. We are often tabling ideas for another time because we aren’t able to make a solid final idea out of it. Other times, an idea is presented that someone LOVES but, with more input, we recognize that the idea just doesn’t translate to a product or to our brand.

Thanks for joining us on this first leg of this current journey to a New Release for Steel Petal Press. Stay tuned next month to see Step 2!!
In the mean time, for more behind the scenes follow us on Instagram:

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