The Bridge: A New Language for Creativity and Business

At Freedom, we’ve built our practice on one belief: brand and business are not separate disciplines. The challenge is that most companies still lack translators who can hold both worlds at once and the future depends on multidisciplinary professionals who can guide that shift.

For too long, the worlds of business and creativity have existed as separate, siloed entities, speaking different languages. Business, with its focus on metrics and ROI, often sees creativity as little more than a final, aesthetic touch. Creatives, in turn, sometimes view business as a rigid, restrictive force that stifles imagination and expression.

It's the central problem of our time: how do we create solutions that are not just profitable, but truly relevant and enduring? This pressing question is what prompted our candid conversation with Hiba Mohammadi, a professional who made the pivot from finance into design and whose unique journey perfectly mirrors the very shift the industry urgently needs.

Discovering the Middle Ground

The old model forces a false choice: aesthetics versus spreadsheets. But Hiba's experience proves this isn't the case. When she first moved into design, she assumed it was all about aesthetics, but what she found was a rigorous, logic-driven discipline. She was pleasantly surprised to find that she had "actually found the perfect balance between creativity and logic." 

The realisation that creativity is not the opposite of logic but its partner is the exact mindset businesses need to adopt. It’s systems plus imagination, and risk awareness plus intuition.

Durability as Strategy

The obsession with quick launches and short-term hype is a dangerous trap. It’s a symptom of a business that hasn’t bridged its creative and financial sides. From her business background, Hiba brought a concept the creative industry often overlooks: durability. For her, the goal is to create something that holds up over time. As she put it, "opportunities are on one side and risks on the other," and the balance between them creates something "feasible, durable, but also innovative." 

This is the essence of the new language: where creativity adds human value and business thinking ensures sustainability.

Patience, Not Just Performance

The corporate world is trained on speed and efficiency, but it can be costly and produce work that doesn't last. Hiba described how her time in design reconditioned this mindset, teaching her that "taking things slow doesn’t mean it won’t work." In fact, she found that it means "you’re giving more time and room for amazing solutions to be built that are relevant, durable, and human-focused.” 

Patience in this context isn't the enemy of business, but a form of protection from the endless cycle of quick fixes and wasted investment.

Intuition: A Different Language

If logic is the language of business, intuition is the language of creativity. The two seem irreconcilable: one demands certainty, the other thrives on leaps of faith. But as Hiba explains, intuition isn't irrational; it’s simply another form of intelligence that requires translation. While "intuition doesn’t translate to business terms necessarily," she notes, "you can find that bridge." She finds that courage helps you take the leap, and logic keeps your ideas from collapsing. 

This is the dance of the bridge: magic excites, and logic secures… Both are essential.

Toward a Shared Future

The challenge isn’t that businesses undervalue creativity or that creatives misunderstand business but that they're speaking different languages. The task now is to normalise a shared language that blends foresight with imagination, risk with possibility, and patience with performance, and that leverages creativity as infrastructure. 

As Hiba reminded us, curiosity is the common ground. The more business leaders are curious about creativity, and creatives are curious about business, the faster we can move past silos into co-creation. 

At Freedom, we believe this is the frontier: building the bridge and teaching the language. Because the brands that will shape the future aren’t the ones that pick a side, they’re the ones fluent in both.

Images courtesy of Unsplash and Death to Stock.