The Gist sat down with Jay Highland, Director, Brand Communications, in its continued quest to get inside the creative minds at Chute Gerdeman Retail.

What’s on your desk?  (Be honest…)
Souvenirs and travel books from all over the world. An authentic caipirinha muddler from Brazil. Antique woodblock type from Portobello Road in London. A handwritten price list stolen from a scary gas station on a field trip to Pennsylvania…the worst piece of retail brand design in history. Oh, and the Red Sox full-season schedule. Always.

What do you think CG has figured out that other firms of this type don’t seem to?
I’m a big believer in our process, and a big-mouthed evangelist about the necessity of developing a solid brand direction for every client engagement. Before we start to design anything, it’s our job to understand our clients’ needs, their customers’ desires, and their competitive landscape. It’s also our job to open our clients’ eyes to retail and best practices that can inform their business and creative decisions.

What do you think is integral to the brand experience that CG brings to its clients?
That’s easy: total team collaboration. And not just internal CG teams, even though that’s key. I’m talking about a true working partnership with clients’ internal teams and partners, establishing an easy exchange of ideas and a level of trust. Healthy debate and dialogue can unlock any number of doors, and many times the most creative idea can come from the most unexpected source. It’s why we believe so strongly in establishing a personal connection with our clients. Sitting around a conference table, or a dinner table levels the playing field and allows us to simply talk with, and listen to, our clients.

What’s your role at CG?
Officially, Director, Brand Communications. I work with clients to craft their brand direction and determine the best way to communicate it in their retail environment. The best part of my job is the blue-sky brainstorming, when we think big about what’s possible for our clients and don’t limit ourselves or our creativity. It’s always a group effort, too; every discipline, every team member has an equal voice in our idea sessions.

What is the “CG Magic?”
There are many ingredients in the CG secret sauce. One that never fails to amaze me is our culture of absolute commitment. It’s a thing of beauty to see an entire project team clicking on all cylinders as a deadline approaches and the workload is seemingly insurmountable. It’s in those moments when you know you can depend on absolutely every member of your team to get the job done, and do it better and more creatively than the client thought possible. The camaraderie, respect, and dedication that our teams have for each other, and for the project, makes me proud to be at CG.

How do you find inspiration for projects?
I’m inspired by shopping. By seeing what’s working, and what’s not, in actual retail spaces. Looking at pics online or in magazines is great, of course, but nothing replaces actually going out to retailers and experiencing it first hand. And you always find that surprise that wasn’t on your radar…inspiration comes in unusual ways sometimes.

What is your favorite store that you have seen on your travels this year?
J.Crew’s Liquor Store in Tribeca. Every inch and detail of this store was considered. There was nothing left untouched. It’s a perfect storm of the right product assortment, the right visual cues, and the right expression of J.Crew’s aspirational core brand. The partnerships with like-minded brands, presented by J.Crew, are inspired. The decision to leave the façade untouched by “retail” signage is genius. The staff was cool, helpful, and accommodating, never pushy. And most importantly, the place makes you want to shop. I could have spent hours exploring every nook and cranny, and kept finding unexpected surprises at every turn. In the end I couldn’t resist the navy-and-white gingham tie. I’m still saving up for the penny loafers (black, size 11 1/2 ).