The Fuck Phase
thuh-fuhk-feyz (noun)
A specific stage in the creative process; whereby a designer experiences resistance and discomfort due to one’s inability to reach flow state
Also known as ‘designers block’
Recall this. It's Monday morning, and you're handed a new brief with a two-day deadline.You return to your desk with coffee in hand and you’re ready for the week. Standard weekend- didn’t sleep too well last night, but here we are. It's just you and your blank screen, a sight that's both familiar and full of possibilities. At this point maybe you’re oblivious to what’s ahead of you. You begin by reading and re-reading the brief ensuring you grasp every requirement. With a few initial sketches, a spark of creativity ignites within you. The potential is exciting, and you're eager to start. But alas, the flow doesn't last long, and doubt creeps in. Back to the sketchbook. Rinse and repeat.
Hours pass, and you find yourself staring at the screen, desperately trying to coax creativity from your mind, through your arms, and into your fingertips, connected to the mouse. But it refuses to flow. Fuck. Frustration sets in. Why isn't this working? Why doesn't it look good? You're grappling with a lack of inspiration. Congratulations, you've officially entered The Fuck Phase.
***
The Fuck Phase is real. Why did I never learn about it this? Pfff! Learn about designer’s block? You're a creative! Surely, you can get those colours out of your brain at the drop of a hat!
I vividly recall the moment this feeling was introduced to me, early in my career. Sitting beside my creative director, Andy, after spending the day working on a logo with little progress to show for it. Nothing seemed right. It was uncomfortable. In a moment of exasperation, I let out a sigh, barely audible, or so I thought. But Andy heard it.
Me: “fuuuuckk...”
Andy: “Are you in The Fuck Phase?”
Me: “The Fuck Phase?” I replied, perplexed.
Andy: “Yeah, it’s the phase at the beginning of a project where your say “fuck fuck fuck fuck” and then at some point one little thing clicks and then everything starts falling into place.”
Me: “oh… yeah! I am in The Fuck Phase!” I exclaimed, suddenly feeling understood.
We laughed. I felt so seen. He came over and we talked through some of the sketches. I remember feeling insecure, showing him the small fragment of what I had managed to create that was supposed to resemble a new brand of a company. Shortly after, I started to feel at ease with being where I was: in The Fuck Phase.
Giving this phase a name created a space where I could identify with others and find common ground. And with the inclusion of the word "fuck," it made the experience somehow more tolerable because it perfectly captured how I felt. I knew that eventually, I would break through; I just needed a little push, a fresh perspective, or another set of eyes.
That connection I felt during that encounter has stayed with me all these years. I'm quick to recognize when I enter The Fuck Phase, even now, twelve years later. When it happens, I take immediate action to shift into a new flow. I've introduced the concept to my team members, and we use it to acknowledge this stage in the creative process. As fellow creative humans, we openly accept that not all parts of our design journey will be smooth sailing. In fact, many of them are downright bumpy.
Labeling this experience, The Fuck Phase, always brings a smile to the face of someone who is struggling within it. There is something quite jovial about giving it this name. It identifies the common enemy and says, “I’ve been there too”. I’ve seen it bounce members of my team into quick collaboration and feel empowered to ask for help.
Say it loud and proud! “It seems I’m in The Fuck Phase!” The warm reception by other designers will feel so worth it! And if they don't know about it yet, expect them to feel grateful that someone finally named it.
