When a company shifts into survival mode — whether it’s because of uncertain economic times, big changes in leadership or mission, or even a global pandemic — creative priorities can fall by the wayside.

Creative teams are suddenly asked to produce more, faster, and with fewer resources. Overloaded with projects, they may feel like they have to sacrifice long-term goals, like building a brand that makes an emotional connection with consumers, to meet short-term demands.

But it’s possible to survive a crisis and lay a strong foundation for future growth at the same time. It’s a matter of pivoting to projects that meet goals now, but also fit into the longer-term mission. And — of course — it means shifting your mindset and getting a little creative.