At Monogram, we don’t see tech as an end in itself — we see it as a tool or a platform for achieving something greater. Think about a spade; no one thinks of it as 'technology' (anymore!), yet in the right hands it can shape landscapes, cultivate gardens and lay the foundations for something new. We think digital tools work in the same way — it’s not about the tools themselves, but how they’re used to bring ideas to life.
The Edge of Comfort
Innovation doesn’t happen by staying safely where it’s comfortable. Pushing boundaries and getting to the edge of your comfort zone is an essential part of creativity. It can be uncomfortable, and that’s perhaps the point. We think that taking calculated risks is part of being creative. Of course, it’s important to think through the potential consequences. For example, will taking a creative risk cause damage to a brand or cost us a client? If we decide the risk is too high, we’ll stay in our comfort zone, but we know that taking calculated risks is what leads to remarkable work. We’ll always weigh up any risk taking with very upfront and honest conversations with our clients before proceeding — if the risk vs payoff is acceptable, we’ll make that creative leap!
Influence Feeds Creativity
We think human creativity thrives when we’re open to new influences. Absorbing different perspectives fuels originality and the most interesting ideas often come from a cross-pollination of skills and interests. For example, a developer with a passion for hip-hop production, a marketer who dabbles in sculpture or a copywriter who finds inspiration in architecture. Creativity is about allowing ourselves to explore, experiment and play without knowing exactly where it will lead. The best work happens when unexpected connections are made.
Play as a Path to Innovation
We have a theory that as adults, we don’t play enough. And yet, play is where some of the best ideas are born! In a world that prioritises efficiency and results, making time to experiment, explore and test ideas without immediate pressure is crucial. Creativity flourishes in an environment where people feel able to try things, even when they might fail. It’s important to take risks and remember that there’s a lot to learn from failure. Every failure is a lesson, and every experiment is a step towards something better.
Growth Through Reflection and Teamwork
Real progress comes from looking back as much as pushing forward. Reflection, both individually and as a team, is essential for growth. Exploring what worked, what didn’t, what surprised us and what we learnt from it helps us to produce better work in the future. The best creative work doesn’t happen in isolation; it happens through collaboration, feedback and the willingness to learn and evolve.
Experimenting with AI in Our Creative Process
Creativity is about curiosity, adaptation and pushing boundaries; the same principles that guide how we explore new tools and technologies. AI is no exception. Starting with notes from team discussions, we crafted prompts and used AI (ChatGPT) assistance to help shape this article. Just as we see technology as a tool for creativity rather than an end in itself, we’ve treated AI as part of our process to support creativity and help shape ideas — not replace them. Our team has carefully edited each section of this article to ensure it reflects our thinking and ideas.
At Monogram, technology is the foundation that allows us to create, experiment and innovate. We take risks, learn from failures and push the boundaries of what’s possible. Creativity isn’t about playing it safe. It’s about pushing past what’s comfortable and seeing where it leads.