Oranges, Sardines, and the Art of Unfolding Creativity

Exploring the emotional and unpredictable paths inspired by Frank O’Hara’s poetic journey.

6 min readNov 16, 2023

Image created by my amazing team over at Diego Lujan Studio.

I am not a painter, I am a poet.
Why? I think I would rather be
a painter, but I am not. Well,
for instance, Mike Goldberg
is starting a painting. I drop in.
“Sit down and have a drink” he
says. I drink; we drink. I look
up. “You have SARDINES in it.”
“Yes, it needed something there.”
“Oh.” I go and the days go by
and I drop in again. The painting
is finished. “Where’s SARDINES?”
All that’s left is just
letters, “It was too much,” Mike says.
But me? One day I am thinking of
a color: orange. I write a line
about orange. Pretty soon it is a
whole page of words, not lines.
Then another page. There should be
so much more, not of orange, of
words, of how terrible orange is
and life. Days go by. It is even in
prose, I am a real poet. My poem
is finished and I haven’t mentioned
orange yet. It’s twelve poems, I call
it ORANGES. And one day in a gallery
I see Mike’s painting, called SARDINES.
— Frank O’Hara

Every creator, be it a poet or a designer, embarks on a journey that starts with a spark of inspiration. Frank O’Hara’s poem beautifully captures this unpredictable and fluid journey. Similarly, in design, what starts as a simple concept can transform into something entirely different, yet profoundly impactful. In the dance of creation, every step is a revelation. I remember my early days at DLS, where a client’s brief would evolve so much during the design process that the end result was often a delightful surprise for both of us.

The Spark of Inspiration

The creative journey often begins with a fleeting thought or a vivid image. In O’Hara’s poem, it’s the mention of “SARDINES” and the color “orange.”

In the realm of creative endeavors, be it design, writing, music, or art, inspiration can stem from a myriad of sources: a specific shade, a fleeting emotion, a chance conversation, or even a dream. Sometimes, the most unexpected sources can lead to the most profound ideas. For instance, I once embarked on a project inspired by the curve of a seashell, only to realize it evoked the majesty of a mountain range in its final form. This transformation is a testament to how fluid and boundless inspiration can be. It’s a reminder that while we might set out with a specific vision, the journey of creativity can lead us to entirely uncharted territories, transcending the confines of our initial imagination.

Inspiration is the universe’s whisper in a creator’s ear.

Practical Exercise: Think of an object around you. How would you redesign it? Jot down your initial ideas and see how they evolve as you ponder more.

The Journey of Iteration

As creators, we constantly refine our work. Initial ideas undergo numerous changes, much like the drafts of a poem or design prototypes. External influences play a significant role in this evolution. Every iteration is a step closer to the soul of the creation. Feedback, like the interaction between the poet and Mike Goldberg, can provide new perspectives.

Image created by my incredibly cool team at Diego Lujan Studio.

The Essence of Reduction

Mike Goldberg’s decision to remove “SARDINES” from his painting mirrors a principle deeply rooted in design: minimalism. Sometimes, the most profound statements are made in what we choose to exclude. In the silence between notes lies the music. Deciding what elements stay and which ones go is a challenge but is crucial to ensure that the core message shines through. I recall a project where removing a prominent design element made the entire design come alive.

Personal Reflection: Think of a time when less was indeed more. How did it feel to let go, and what was the outcome?

The Unpredictability of the Final Outcome

The end product of a creative endeavor can often surprise even its creator. The poem culminates in a collection titled “ORANGES” that intriguingly omits any mention of the color. Similarly, a design might evolve to exclude its initial elements, yet it captures the intended essence more powerfully. True creation is when the outcome echoes the heart, not just the plan.

There’s something profoundly exhilarating about this unpredictability. It’s akin to a magician’s final reveal or the last note of a symphony that leaves the audience in awe. There’s a thrill in unveiling the final product to a client, especially when it’s evolved so much from the initial concept. This sentiment isn’t exclusive to design; it’s universal. In music, for instance, the sensation of completing a composition and then truly hearing it back for the first time, feeling each note resonate with the emotions and intentions poured into it, is indescribable.

It’s in these moments that we realize the journey of creation, with all its twists and turns, is what makes the final destination so rewarding.

The Emotional Journey of Creation

Creation is as much an emotional journey as it is a technical one. There are moments of exhilaration, interspersed with doubt and introspection. In every creation lies a piece of the creator’s soul. But here’s an interesting perspective: just as parents see reflections of themselves in their children, creators see themselves in their work. Yet, much like children who grow, evolve, and develop their own identities, creations too take on a life of their own, often becoming something the creator hadn’t initially envisioned.

The emotional bond we form with our creations, combined with the courage to adapt and change, makes the process deeply personal and rewarding. This bond is akin to a dialogue between the creator and the creation, a continuous exchange of ideas and emotions. Every design at DLS carries a piece of my heart, a testament to the journey it represents. And just as every heart has its own rhythm, every design has its own unique story, shaped by the beats of its creator’s heart.

Image created by my lovely team at Diego Lujan Studio

Final Thoughts

The beauty of the creative process lies in its unpredictability and the richness it brings to the final product. Whether we’re crafting poems, designs, stories, or melodies, it’s essential to embrace the journey, knowing that evolution is not just inevitable but also enriching. As we reflect on our own creative paths, we realize that every twist and turn, every challenge and triumph, adds depth to our creations.

I invite you, dear readers, to ponder your own creative journeys. How have your ideas and projects evolved over time? How have unexpected turns led to surprising outcomes? Share your stories, your insights, and marvel at the journey you’ve undertaken as a creator. Remember, in the tapestry of creation, every thread, no matter how seemingly insignificant, tells a profound story.