At fishnetmedia, interactive marketing incorporates an integrated approach to creativity that blends big ideas with simplicity....

T-shaped creativity means starting the creative process with some key insights to inform a creative/experience strategy, which in turn leads to a big idea and concept.

But it doesn’t end there. The interactive experience needs to be useful, usable and desirable in order for it to work on multiple levels. Take out one piece of the “T” and the experience is incomplete.

Notice anything about the “T-model”? Usability is dead smack in the center. It helps connect the other branches—yet when we set our creative teams off to create amazing experiences, we often under-emphasize usability.

As we look to Web 2.0 and beyond, T-shaped creativity is needed more than ever. The more interactivity, motion, and rich media embedded in the experience... the more critical it is to champion work that is on brand, on strategy, creative—and easy to use.