@kweinbydesign
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@kweinbydesign @mapleleafs this one’s for you 💙 . . . . #nhl #mapleleafs #toronto #graphicdesign #merchdesign #creativeprocess
Trending short videosDesigner shows creative process for team
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Video #15139 · Vlog
Designer shows creative process for teamfrom @kweinbydesign
[01]
Overview
The creator documents her entire design process after receiving a social media comment from the Toronto Maple Leafs. She shows her initial sketches and concepts on a tablet, moves to creating digital mockups on her computer, discusses the emotional struggle and a mental breakdown she experienced during the project, and ultimately reveals her pride in the final designs, concluding with a call-to-action to follow for the full reveal.
[02]
Simple outline
- 1Present high-stakes opportunity
- 2Document the grueling process
- 3Reveal emotional vulnerability
- 4Tease the final outcome
[03]
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Classification
[05]
Hook analysis
What stops the scroll in the first 3 seconds
Verbal hook · 45%
The maple leaves want me to design merch for them.
Visual hook · 55%
A screenshot of a comment from the official, verified Toronto Maple Leafs social media account asking the creator to design for them.
[06]
Hook template
Steal this for your own video
Open on a screenshot of leaving a comment .
- — Open on a screenshot of a verified NFL team account commenting on your post asking you to design their next jersey drop.
- — Open on a screenshot of a Michelin-starred restaurant's verified account commenting on your reel asking you to recreate their signature dish.
- — Open on a screenshot of a major record label's verified account commenting on your beat video asking you to produce their next single.
[07]
Hook and payoff
The promise the opener makes, and how the video pays it back
Hook
The Public Mandate: An external, high-status entity or event provides a clear, aspirational mission for the creator to undertake, immediately establishing high stakes.
Payoff
The Unresolved Reveal: The final product or result of the mission is deliberately withheld. The audience is shown glimpses but not the full picture, creating a powerful open loop and a direct call-to-action to follow for the conclusion.
[08]
Narrative framework
The structural pattern this video runs on
Framework
The Vulnerable Process Journey
Documenting the emotionally taxing, behind-the-scenes process of tackling a high-stakes opportunity, reframing success as personal growth, and ending with a cliffhanger to drive engagement for a follow-up.
- 1
The Mountain of Work
A rapid-fire montage demonstrating the sheer volume and intensity of the initial effort required to tackle the mission. This establishes the creator's commitment and the scale of the challenge.
- 2
The Refinement Gauntlet
The process is shown moving into a more detailed, iterative phase, highlighting the meticulous and often frustrating work of refining the initial output.
- 3
The Crisis of Faith
The creator shares a moment of genuine vulnerability, expressing doubt, burnout, or questioning the purpose of the endeavor. This creates a deep emotional connection with the audience.
- 4
The Internal Victory
The creator finds resolution not in the external outcome, but in their pride for the work itself and the personal growth achieved through the process. This shifts the definition of success.
Themes
Techniques
Trends
Post caption
@mapleleafs this one’s for you 💙 . . . . #nhl #mapleleafs #toronto #graphicdesign #merchdesign #creativeprocess
Text overlays
contextual · beginning
Toronto Maple Leafs Us next please?!?
call-to-action · end
Follow for the reveal!!
Transcript
The maple leaves want me to design merch for them. So I got to work. I ended up creating over 60 drawings and concepts, most of which I end up scrapping in the end because this is only the first part. I then bring it onto my computer, and I try to make sense of my ideas, reworking them over and over and over again, tweaking them to no end until I end up with a few that I actually like, which I then push further making sometimes 10 versions of one idea. And to be honest, I had a mental breakdown yesterday because I was really questioning why am I even doing this? Where am I trying to go and what's the point of this? But when I look at these designs, I'm proud of them and the designer that I'm becoming and whether or not I get hired by the maple leafs or really anybody, I feel like I'm going in the right direction. Be sure to follow for the final reveal of these maple leaf merch designs. They're truly some of my favorite designs I've ever made, and your support really keeps me going.