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The creative world is infused with passion, chaos and freedom. It is a limitless world with no boundaries. Using creativity in parallel to design in an aim to create products that have a beautiful aesthetic while remaining relevant and functional is another form of art that, in this case, requires a certain amount of organization – which is one of my most favorite skills if I may add!
The big sacrifice, I find, is finding the balance between what I want to create and making a living out of my creations through the Rana Cheikha Brand. Design and business seemed like worlds away from each other in the beginning. Through the years, I have found that the decision to attempt to find the middle ground is where the core of creativity is needed.
I cannot deny that in order to survive off-of design as work, I have had to make sacrifices, and adapt – the art is where to draw the line between the two.
So how did I approach the task? I went back to the beginning and to the core of the brand concept and research. I realized that my starting point was something that is relatable to most of my audience.
I looked into the mood, the textures, the feelings that surfaced, and realized that the job was mostly done, I only had to communicate it in the best way possible. In order to bridge my design with business, I had to create products that communicated the entire story to my audience, and as a result create a product which they understand, need and want.
It is imperative to use the Rana Cheikha Brand to create a connection between thoughts, ideas and production and finally transfer these to an audience that can experience and appreciate. Birthing from an assortment of personal influences and backgrounds, I make sure that the Brand will continuously grow from inspirations and the world and tell these stories through the products it creates.
Signing-off: Rana Cheikha for The Shoe Advisor
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