Why Play is Essential for Breakthrough Design

Stepping Away from Client Work to Step into Innovation

Dava Guthmiller

and

Andre

Feb 04, 2025

∙ Paid

N13 Creative Flow: Plate Painting and Collage

At Noise 13, we believe creativity thrives when it’s allowed to breathe, stumble, and explore freely. That’s why we’ve integrated a practice we call Creative Flow into our studio culture—a dedicated time for quick, judgment-free experimentation that allows our team to reset, bond, and rediscover the joy of creating without constraints.

This isn’t about crafting perfection; it’s about engaging in play. When we let go of the pressure to produce and instead focus on the process, we uncover ideas and perspectives we wouldn’t otherwise see.

What is N13’s Creative Flow?

Creative Flow sessions are short, 30-minute bursts of exploration where the rules are simple:

No judgment
No preciousness
No worrying about the outcome
No experience required

We rotate leadership for each session, giving team members—from designers to project managers—a chance to guide us into fresh creative spaces. Activities range from lo-fi collages and quick posters to vegetable-stamp printing and drawing logos from memory. The more unprepared and impulsive the team members are, the better.

Creative Flow Figma Board: Let it Be Poster Collaboration

For example, one session had us designing vintage posters inspired by Beatles song titles, while another had us crafting Taylor Swift brand extensions (yes, that happened) based on her eras. These exercises let us step away from client briefs and sometimes computers, allowing us to reconnect with creativity on a personal level. Even our team members who claim “I can’t draw a stick figure” often create the most talked-about pieces.

Creative flows: Let It Be posters, Pixel Art, Plate Decoupage, Pattern Illustration

Why Play Matters in Design

The science is clear: play is not just for kids. Playful activities increase brain plasticity, improve emotional resilience, and spark fresh ideas. In the design field, solving complex problems is the norm, play offers a much-needed mental reset.

Research backs us up: studies have shown that play fuels creativity and innovation by encouraging divergent thinking, reducing stress, and fostering collaboration. For instance, a study from the American Journal of Play (from the Strong Museum in Rochester, NY) highlights how unstructured play can improve problem-solving and adaptability. Many other successful design agencies and creatives also embrace a play-first methodology to unlock creative potential.

At Noise 13, these sessions aren’t just about unwinding; they’re about learning from each other, testing new styles, and breaking the agency routines. These sessions are more than just fun (though they are definitely that); they’re a testament to the power of living in the moment. From decoupage plates to making fridge poetry, the results are always surprising; and surprisingly meaningful. This collaborative energy feeds directly into the work we do for our clients.

Creative Flow: Taylor Swift Brand Extensions Figma Board

Want to Join the Flow?

If you’re curious about how play might transform your creative process, we’d love to hear from you. We believe design is not just about solving problems; it’s about sparking joy, building connections, and exploring possibilities.

Check out more examples of our work on our website. And while you’re there, drop us a line whether to collaborate or just to share your favorite way to play.