Reframing the Challenge

A creative team’s ability to develop inspired solutions relies on their ability to understand the problem from a different point-of-view

“Creative teams love to create. They want to come up with surprising ideas. They want to make incredible things. They want to deliver amazing experiences. And they really do want to deliver results. But before any of these things can happen, they need to understand the people who matter most to their clients and to rethink the challenges those people face,” according to Matt Rollins, Adrenaline’s Executive Creative Director, the company’s recent addition to lead the creative team. What Matt is describing is what makes Adrenaline’s creative process so inimitable. 

Without careful consideration of the human factors, teams risk rehashing the same solutions based on the same problems. Matt says, “Our process depends on an insightful understanding of what drives the customer or stakeholder. We want to understand their broader lives, their deeper needs, their hopes and fears, and how our clients fit in to that equation.” Using the power of reframing and the creativity that springs out of it, Matt says, “Armed with this insight, we can view the problem we’re trying to solve from a new perspective. Then we can rock the solution.” 

Following robust discovery and strategy phases, reframing is an integral part of the agency’s creative approach. “We spend a lot of time working in this area because it often leads directly to great ideas. In fact, thinking this way is an act of creativity in and of itself,” he says. In his role as executive creative director, Matt is an evangelist for reframing. He says, “When you look at great creative solutions, you can often track them directly back to a new way of considering the problem. As they say, Henry Ford didn’t view the problem as needing to create faster horses.” 

Reframing the Challenge

Matt’s approach has grown out of a career spanning communications, brand and experience design for a wide range of global brands including AT&T, FIFA, IBM, Polo Ralph Lauren, The Coca-Cola Company, and McKinsey & Company. With degrees in both Graphic Design and English, he is a natural storyteller with a human-focused design approach. Involved in the Olympic movement for over a decade, Matt served as design director for the Torino 2006 Olympic Winter Games and developed sponsorship campaigns for Coca-Cola, Volkswagen and Visa. Locally, he has worked on the Atlanta Beltline and the state of Georgia.

“My goal has always been to create profound connections between my clients and the people who matter most to them,” Matt says. In leading the team in solving these higher-level challenges, he says, “Before we begin working on an interactive experience, a video, a physical space, or even a logo, we’re thinking about the human problem and how we can articulate it differently in our minds. It may not be the approach you’d expect from a creative team, but my experience has been that if you fixate on that part of the process and you have creative minds work from that platform, great things happen.” 

To speak with Matt about Adrenaline’s creative brand solutions, contact us at

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