A comment raised a question in my mind, "Why creativity?" I haven't fully answered that question because I assumed everyone wanted a unique design. Creativity isn't an end in itself, but a process that aids someone who communicates graphically.
My clients have goals they want to achieve—they come to me to implement the graphic direction, and sometimes the marketing, to get where they want to go.
A great deal of my professional work is creating identities. Each approach is unique, creating an image, icon, logo, that speaks visually to the personality, scope and professionalism of that client's endeavor. I often use similar geometry, handled in a unique way, to convey subtle differences.
Both of the above logos are for builders, both builders work as general contractors assembling their crews to fit the project.
The logo on the left is for a builder who works on small to moderate sized projects, one house at a time. He is also a carpenter on his projects. The logo on the right is for, again, a single individual but who works on much larger projects, not just what you think of as "homes." He is often building small compounds, salvaging historical structures on the site, creating massive homes, guest houses and other custom buildings. Finally, each builder has a unique, memorable personality that comes through in their work.
Future posts will better describe the role of the creative process and how it applies to various subjects.