Cutline Creative Hour: Our Love Letter to Creativity

By: Lilly

Ever since I can remember, being creative has been my preferred method of self-care. Over the years, this took shape as turning to my costume closet to curate a one-woman show, deciding to transform my bedroom into the inside of a Vogue Magazine, or carefully rehearsing my rendition of Elaine Strich’s “Ladies Who Lunch” for my post-dinner living room concert.

It wasn’t until I started my career in storytelling that I truly began to understand the positive impact my creative time has on my profession. From solving complex client challenges to getting to the core of what makes a story worth telling, creativity empowers my ability to connect the dots and find new solutions. 

I began to wonder how I could bring this version of self-care to a team that is already highly creative – turning everyone’s personal capabilities into an agency-wide practice. 

Creativity as Self-Care

It turns out I’m not the only one who relies on creative self-care to stay motivated and inspired. Saundra Dalton-Smith MD researches burnout and discovered that creativity is one of the seven pillars of rest. In TED’s “How to Be a Better Human” series, she shared how creativity is essential for brainstorming, innovating, and more:

“This type of rest is especially important for anyone who must solve problems or brainstorm new ideas. Creative rest reawakens the awe and wonder inside each of us. Do you recall the first time you saw the Grand Canyon, the ocean, or a waterfall? Allowing yourself to take in the beauty of the outdoors provides you with creative rest. But creative rest isn’t simply about appreciating nature; it also includes enjoying the arts. Turn your workspace into a place of inspiration by displaying images of places you love and works of art that speak to you. You can’t spend 40 hours a week staring at blank or jumbled surroundings and expect to feel passionate about anything, much less come up with innovative ideas.”

At Cutline, we’re always looking for ways to come up with fresh ideas and fuel growth. So, to set the tone for 2023, we took a page out of Saundra’s book and decided to try a new approach to inspire more innovative storytelling (and creative rest) at Cutline. 

Prioritizing Creative Rest to Spark Innovative Thinking

Coined the “Cutline Creative Hour,” we kickstarted a program to encourage each other to set aside an hour per week to pursue personal creative endeavors. During our time, we painted, sang, cooked, and wrote. From floral arrangements and cookie decorating to stylish seamstressing, here’s what we learned from our creative pursuits.

We strengthened our creative muscles

“The Creative Hour is officially one of my favorite programs at Cutline. Being encouraged to pursue creativity in ways that aren’t directly related to work (even though, they ultimately are!) helped remind me of two things. First, creativity doesn’t have to be “productive” to be valuable, and second, when you invest time in strengthening your creative muscle, it feeds all areas of your life and work. After taking an hour to do some sewing, I felt refreshed and ready to return to the blog post I was working on with new ideas percolating. Working in a creative field, I absolutely love that reframe — and that it was encouraged by my team members!” —Jordan

“As someone who loves being creative personally and professionally, the program serves as a helpful reminder to exercise those muscles.” —Vineetha

We surprised ourselves with hidden talents

“I DIYed our coffee table, and it was not only easier than I expected but also so much fun. I don’t see myself as handy or crafty whatsoever, so this is a big deal for me! I loved seeing how far focused creative time (plus cinder blocks, concrete tape, plaster of Paris, and a plaster scraping tool) goes.” —Courtney

We invested in the things we love

“I’ve always loved drawing, but it’s hard finding the time and motivation during the work week. Being encouraged to sit down and draw, with no goals or deadlines, felt amazing and refreshed my love for it.” —Maria

“I used the Creative Hour to start a new book, 101 Essays That will Change the Way You Think. My teammates know I’m an avid reader, but it was especially nice to choose a book with the intention of boosting my creativity. As advertised, the book definitely changed the way I was thinking — from getting in an inspired headspace to thinking deeply!” —Catherine

In 2023, we look forward to more creative “rest” as a way to motivate us to think strategically and offer new perspectives in the stories we tell. By taking this holistic approach to our work, we aim to bring our whole selves — and the brightest ideas always come from the heart.