[{"data":1,"prerenderedAt":75},["ShallowReactive",2],{"i-material-symbols:language":3,"i-material-symbols:person":8,"i-mdi:instagram":10,"i-mdi:youtube":12,"i-ri:linkedin-fill":14,"i-ri:twitter-x-line":16,"i-ri:facebook-fill":18,"post-creative-spotlight-azita-shahidi-godiva":20,"i-material-symbols:person-outline":69,"i-material-symbols:calendar-month":71,"i-mdi:schedule":73},{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":7},0,24,false,"\u003Cpath fill=\"currentColor\" d=\"M8.125 21.213q-1.825-.788-3.187-2.15t-2.15-3.188T2 11.988t.788-3.875t2.15-3.175t3.187-2.15T12.013 2t3.875.788t3.175 2.15t2.15 3.175t.787 3.875t-.787 3.887t-2.15 3.188t-3.175 2.15t-3.875.787t-3.888-.787M12 19.95q.65-.9 1.125-1.875T13.9 16h-3.8q.3 1.1.775 2.075T12 19.95m-2.6-.4q-.45-.825-.787-1.713T8.05 16H5.1q.725 1.25 1.813 2.175T9.4 19.55m5.2 0q1.4-.45 2.488-1.375T18.9 16h-2.95q-.225.95-.562 1.838T14.6 19.55M4.25 14h3.4q-.075-.5-.112-.987T7.5 12t.038-1.012T7.65 10h-3.4q-.125.5-.187.988T4 12t.063 1.013t.187.987m5.4 0h4.7q.075-.5.113-.987T14.5 12t-.038-1.012T14.35 10h-4.7q-.075.5-.112.988T9.5 12t.038 1.013t.112.987m6.7 0h3.4q.125-.5.188-.987T20 12t-.062-1.012T19.75 10h-3.4q.075.5.113.988T16.5 12t-.038 1.013t-.112.987m-.4-6h2.95q-.725-1.25-1.812-2.175T14.6 4.45q.45.825.788 1.713T15.95 8M10.1 8h3.8q-.3-1.1-.775-2.075T12 4.05q-.65.9-1.125 1.875T10.1 8m-5 0h2.95q.225-.95.563-1.838T9.4 4.45Q8 4.9 6.912 5.825T5.1 8\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":9},"\u003Cpath fill=\"currentColor\" d=\"M9.175 10.825Q8 9.65 8 8t1.175-2.825T12 4t2.825 1.175T16 8t-1.175 2.825T12 12t-2.825-1.175M4 20v-2.8q0-.85.438-1.562T5.6 14.55q1.55-.775 3.15-1.162T12 13t3.25.388t3.15 1.162q.725.375 1.163 1.088T20 17.2V20z\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":11},"\u003Cpath fill=\"currentColor\" d=\"M7.8 2h8.4C19.4 2 22 4.6 22 7.8v8.4a5.8 5.8 0 0 1-5.8 5.8H7.8C4.6 22 2 19.4 2 16.2V7.8A5.8 5.8 0 0 1 7.8 2m-.2 2A3.6 3.6 0 0 0 4 7.6v8.8C4 18.39 5.61 20 7.6 20h8.8a3.6 3.6 0 0 0 3.6-3.6V7.6C20 5.61 18.39 4 16.4 4zm9.65 1.5a1.25 1.25 0 0 1 1.25 1.25A1.25 1.25 0 0 1 17.25 8A1.25 1.25 0 0 1 16 6.75a1.25 1.25 0 0 1 1.25-1.25M12 7a5 5 0 0 1 5 5a5 5 0 0 1-5 5a5 5 0 0 1-5-5a5 5 0 0 1 5-5m0 2a3 3 0 0 0-3 3a3 3 0 0 0 3 3a3 3 0 0 0 3-3a3 3 0 0 0-3-3\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":13},"\u003Cpath fill=\"currentColor\" d=\"m10 15l5.19-3L10 9zm11.56-7.83c.13.47.22 1.1.28 1.9c.07.8.1 1.49.1 2.09L22 12c0 2.19-.16 3.8-.44 4.83c-.25.9-.83 1.48-1.73 1.73c-.47.13-1.33.22-2.65.28c-1.3.07-2.49.1-3.59.1L12 19c-4.19 0-6.8-.16-7.83-.44c-.9-.25-1.48-.83-1.73-1.73c-.13-.47-.22-1.1-.28-1.9c-.07-.8-.1-1.49-.1-2.09L2 12c0-2.19.16-3.8.44-4.83c.25-.9.83-1.48 1.73-1.73c.47-.13 1.33-.22 2.65-.28c1.3-.07 2.49-.1 3.59-.1L12 5c4.19 0 6.8.16 7.83.44c.9.25 1.48.83 1.73 1.73\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":15},"\u003Cpath fill=\"currentColor\" d=\"M6.94 5a2 2 0 1 1-4-.002a2 2 0 0 1 4 .002M7 8.48H3V21h4zm6.32 0H9.34V21h3.94v-6.57c0-3.66 4.77-4 4.77 0V21H22v-7.93c0-6.17-7.06-5.94-8.72-2.91z\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":17},"\u003Cpath fill=\"currentColor\" d=\"M10.488 14.651L15.25 21h7l-7.858-10.478L20.93 3h-2.65l-5.117 5.886L8.75 3h-7l7.51 10.015L2.32 21h2.65zM16.25 19L5.75 5h2l10.5 14z\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":19},"\u003Cpath fill=\"currentColor\" d=\"M14 13.5h2.5l1-4H14v-2c0-1.03 0-2 2-2h1.5V2.14c-.326-.043-1.557-.14-2.857-.14C11.928 2 10 3.657 10 6.7v2.8H7v4h3V22h4z\"\u002F>",{"postType":21,"id":22,"author":23,"date":26,"modified":27,"title":28,"slug":29,"seoTitle":30,"seoDescription":31,"excerpt":32,"trimmedExcerpt":33,"content":34,"readingTime":35,"featuredImage":36,"postCategory":42,"relatedPosts":47},"post",25499,{"id":24,"name":25},"author-0301142015","Canto","2019-12-14T06:41:06","2025-11-21T16:24:31","Creative Spotlight: Creativity and curiosity with Azita Shahidi from Godiva Chocolatier","creative-spotlight-azita-shahidi-godiva","Creative spotlight Azita Shahidi from Godiva","We sat down with Godiva's Azita Shahidi for a conversation about creativity, her journey in the design world, and her learnings along the way.","Azita Shahidi is the Design Development Manager at Godiva Chocolatier. Her team is responsible for designing the stunning seasonal wrappings of some of the world’s finest chocolates. We sat down with her for a conversation about creativity, her journey in the design world and her learnings along the way. About Godiva Chocolatier Godiva Chocolatier makes […]","Azita Shahidi is the Design Development Manager at Godiva Chocolatier. Her team is responsible for designing the stunning seasonal wrappings...","\u003Cp class=\"wp-block-paragraph\">\u003Cstrong>Azita Shahidi\u003C\u002Fstrong> is the \u003Cstrong>Design Development Manager \u003C\u002Fstrong>at\u003Cstrong> Godiva Chocolatier\u003C\u002Fstrong>. Her team is responsible for designing the stunning seasonal wrappings of some of the world’s finest chocolates. We sat down with her for a conversation about creativity, her journey in the design world and her learnings along the way.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">About Godiva Chocolatier\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">Godiva Chocolatier makes premium, artisan chocolates that can be found in over 100 countries worldwide. The global packaging design team at Godiva uses Canto to organize seasonal promotional collateral and other time sensitive design materials.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"536\" src=\"\u002Fcdn\u002Fen\u002F2019\u002F12\u002F19191109\u002FCreative-Spotlight-Azita-Godiva-2-1024x536.png\" alt=\"Azita Shahidi, Design Development Manager at Godiva Chololatiers.\" class=\"wp-image-47230\" srcset=\"\u002Fcdn\u002Fen\u002F2019\u002F12\u002F19191109\u002FCreative-Spotlight-Azita-Godiva-2-1024x536.png 1024w, \u002Fcdn\u002Fen\u002F2019\u002F12\u002F19191109\u002FCreative-Spotlight-Azita-Godiva-2-450x236.png 450w, \u002Fcdn\u002Fen\u002F2019\u002F12\u002F19191109\u002FCreative-Spotlight-Azita-Godiva-2-768x402.png 768w, \u002Fcdn\u002Fen\u002F2019\u002F12\u002F19191109\u002FCreative-Spotlight-Azita-Godiva-2.png 1200w\" \u002F>\u003C\u002Ffigure>\u003Ch3 class=\"wp-block-heading\">Thanks for joining us for this interview, Azita. Let’s start by talking about your beginnings in the creative world. When did you know you wanted to get into design, and what kind of design do you get most excited about?\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">I actually started my education in Chemistry. At the time, I loved being in the lab and mixing things, but as I moved towards more in-depth chemistry, I realized I didn’t like that part very much. So I sought a more creative outlet, and completely changed route and went into design. I chose to study industrial design in particular at Pratt, but my passion was always twofold: graphic design and industrial design. I worked in graphic design for many years, and later I went into packaging design and started working at Godiva. Packaging design is great because it allows me to marry the two interests.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">With packaging design, you get to work with both the visual aspect and the tangible part of the design process. Are there any parallels between that process and what you enjoyed most about chemistry?\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">I think the process of creativity is the same. Lately I’ve been focused on working out some finances for our department, and even that can be seen in the same way; you begin by imagining all the possibilities, evaluating things at a macro-level, and then slowly bringing it in so you’re laser focused. At least that’s how it works for me. I apply this approach to everything, whether it’s the process of actual design on packaging or looking at the finances and thinking about what we can do to make the most of the budget that we have.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">\u003Cstrong>\u003Ca href=\"https:\u002F\u002Fflightbycanto.wistia.com\u002Fmedias\u002F26hzo0wt2v\" target=\"_blank\" rel=\"noopener\">See for yourself, what they have to say!\u003C\u002Fa>\u003C\u002Fstrong>\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">\u003Cem>We had a chance to meet with the Godiva team in New York City to learn about how they utilize Canto day in and day out.\u003C\u002Fem>\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">It’s interesting that you would link finance to creativity – that seems to be the thing most people associate the least with being creative.\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">It’s really about perspective. I’ve worked in many different jobs, and people sometimes ask ‘don’t you find that boring?’ I think finding something boring is for the most part either a choice or a lack of knowledge. Things seem boring when you don’t know enough about them – like when you’re a kid, for example, the opera might seem boring. But when someone teaches you about it with passion, it becomes very sophisticated and quite interesting. So it really depends on your point of view.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">So in a way, you would say creativity and curiosity are very closely related? With that mindset you can probably look at anything and find something to be amazed and inspired by.\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">Yes. I definitely believe that’s how creativity works. It starts with an insatiable curiosity and the willingness to just go for it. With that perspective you can also marry many interests that don’t seem directly related and find amazing things through them. We put a lot of time and thought into every aspect of [Godiva packaging] because it’s not just about the chocolate…We think about every detail: how does the paper feel when you touch it? Does it evoke a sense of luxury? Does it mirror the layers and sophistication of the chocolate notes?\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">What are the elements that go into packaging design for Godiva chocolates?\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">The packaging design begins with the graphic and visual element of what is on the package, and then the structural component depending on what the product is, and then the presentation component. It intersects with many different departments from procurement and packaging engineering to marketing and regulatory. It’s not just the face of the packaging but the entire thing.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">Godiva stands out as a chocolate that people love to gift, and unwrapping it really is an experience. What kind of aesthetic do you try to achieve and what feelings do you hope that experience evokes?\u003C\u002Fh3>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"576\" src=\"\u002Fcdn\u002Fen\u002F2020\u002F05\u002F19191719\u002Fcanto-godiva-10-1024x576.jpg\" alt=\"Chocolates in designed boxes.\" class=\"wp-image-45368\" srcset=\"\u002Fcdn\u002Fen\u002F2020\u002F05\u002F19191719\u002Fcanto-godiva-10-1024x576.jpg 1024w, \u002Fcdn\u002Fen\u002F2020\u002F05\u002F19191719\u002Fcanto-godiva-10-450x253.jpg 450w, \u002Fcdn\u002Fen\u002F2020\u002F05\u002F19191719\u002Fcanto-godiva-10-768x432.jpg 768w, \u002Fcdn\u002Fen\u002F2020\u002F05\u002F19191719\u002Fcanto-godiva-10.jpg 1500w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">We want it to be multisensory. We put a lot of time and thought into every aspect of it because it’s not just about the chocolate. You want to have an experience when you’re opening a box of Godiva. We think about detail: how does the paper feel when you touch it? Does it evoke a sense of luxury? Does it mirror the layers and sophistication of the chocolate notes? With each seasonal packaging it can be different, and we try to evoke different things.\u003Cbr \u002F>\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">It sounds a little like a jewelry box for chocolate: It might be elegant and convey luxury, but it’s not really about the box. The box just gives you the experience.\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">Yes, exactly – I remember one of my teachers in college used to say ‘when you’re standing in front of a painting, do you taste the painting?’ When I was younger I didn’t completely understand, but now I get it. It’s about what emotion it evokes in you and what expectation it sets.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">What keeps you curious and inspired when you’re working on a new project?\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">I try to take in as much as I can – I look at everything, I read as much as possible, and listen to everything. I’ve found that inspiration comes to me more easily that way. Some people just look at design content, and they know a lot about design but nothing else. For me at least, I feel like I need more. From avant-garde art to food and drug packaging, I go for everything I can get my hands on.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">What advice would you give your younger self, or someone who wants to build a career in design?\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">I think unfortunately most art and design schools don’t teach enough about business. I’ve seen many talented creatives struggle to find success because they don’t know how to promote themselves or make things work in a business environment. As soon as you get out of school, it’s a huge part of what you need to know. So that’s the best advice I would give my younger self: Get deeper into business, understand how it works, and learn about marketing. It took me years and years to learn that on the job.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">That’s interesting because often creatives feel limited by the business side. So you’re saying you can’t have the freedom of creativity if you don’t understand how the business works?\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">Yes, you’ll always be a slave to it. When you’re looking at a creative brief, for example, if you don’t know the limitations, you won’t know how far you can push and where to stop. Knowledge is always freedom. Once you know, then you can change it. If you don’t, you’ll never be able to do that.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">Thanks again for joining us, Azita. You can check out Godiva’s amazing chocolates \u003Ca href=\"https:\u002F\u002Fwww.godiva.com\u002F\" target=\"_blank\" rel=\"noopener\">here\u003C\u002Fa>.\u003C\u002Fh3>",6,{"url":37,"url_md":38,"alt":39,"height":40,"width":41},"https:\u002F\u002Fwww.canto.com\u002Fcdn\u002Fen\u002F2019\u002F05\u002F19195253\u002Ffinal-version.jpg","https:\u002F\u002Fwww.canto.com\u002Fcdn\u002Fen\u002F2019\u002F05\u002F19195253\u002Ffinal-version-450x228.jpg","Azita Shahidi from Godiva Chololatiers.",637,1255,[43],{"id":44,"slug":44,"title":45,"path":46},"inside-canto","Inside Canto","\u002Fpost-category\u002Finside-canto\u002F",[48,55,62],{"featuredImage":49,"postId":50,"slug":51,"title":52,"description":53,"path":54},"https:\u002F\u002Fwww.canto.com\u002Fcdn\u002Fen\u002F2020\u002F05\u002F19191714\u002FScreenshot-2020-05-25-at-15.55.11-450x301.png",45381,"universities-celebrate-the-class-of-2020-with-canto","Universities celebrate the class of 2020 with Canto","Universities shape future generations. With Canto, they can fully focus on creating positive student experiences instead of tracking down digital assets.","\u002Fblog\u002Funiversities-celebrate-the-class-of-2020-with-canto\u002F",{"featuredImage":56,"postId":57,"slug":58,"title":59,"description":60,"path":61},"https:\u002F\u002Fwww.canto.com\u002Fcdn\u002Fen\u002F2020\u002F01\u002F19192759\u002FDSC09385-450x300.jpg",39577,"creative-spotlight-dondre-green-omega","Creative Spotlight: Finding a creative voice with Dondre Green from Omega","If anyone knows about creativity, it’s Dondre Green. His striking photos exude a unique style, and his portfolio includes work for Nikon, Apple and PUMA.","\u002Fblog\u002Fcreative-spotlight-dondre-green-omega\u002F",{"featuredImage":63,"postId":64,"slug":65,"title":66,"description":67,"path":68},"https:\u002F\u002Fwww.canto.com\u002Fcdn\u002Fen\u002F2024\u002F03\u002F19183938\u002Fnew-canto-feature.20240311094604130-450x225.jpg",64396,"what-new-in-canto-march-2024","What’s New in Canto: Canto’s Salesforce Marketing Cloud integration, Media Publisher, and App Switcher","Find out how to instantly transform workflows & boost productivity with Canto’s Media Publisher, Salesforce Marketing Cloud integration, & App Switcher.","\u002Fblog\u002Fwhat-new-in-canto-march-2024\u002F",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":70},"\u003Cpath fill=\"currentColor\" d=\"M9.175 10.825Q8 9.65 8 8t1.175-2.825T12 4t2.825 1.175T16 8t-1.175 2.825T12 12t-2.825-1.175M4 20v-2.8q0-.85.438-1.562T5.6 14.55q1.55-.775 3.15-1.162T12 13t3.25.388t3.15 1.162q.725.375 1.163 1.088T20 17.2V20zm2-2h12v-.8q0-.275-.137-.5t-.363-.35q-1.35-.675-2.725-1.012T12 15t-2.775.338T6.5 16.35q-.225.125-.363.35T6 17.2zm7.413-8.587Q14 8.825 14 8t-.587-1.412T12 6t-1.412.588T10 8t.588 1.413T12 10t1.413-.587M12 18\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":72},"\u003Cpath fill=\"currentColor\" d=\"M12 14q-.425 0-.712-.288T11 13t.288-.712T12 12t.713.288T13 13t-.288.713T12 14m-4.712-.288Q7 13.426 7 13t.288-.712T8 12t.713.288T9 13t-.288.713T8 14t-.712-.288M16 14q-.425 0-.712-.288T15 13t.288-.712T16 12t.713.288T17 13t-.288.713T16 14m-4 4q-.425 0-.712-.288T11 17t.288-.712T12 16t.713.288T13 17t-.288.713T12 18m-4.712-.288Q7 17.426 7 17t.288-.712T8 16t.713.288T9 17t-.288.713T8 18t-.712-.288M16 18q-.425 0-.712-.288T15 17t.288-.712T16 16t.713.288T17 17t-.288.713T16 18M5 22q-.825 0-1.412-.587T3 20V6q0-.825.588-1.412T5 4h1V2h2v2h8V2h2v2h1q.825 0 1.413.588T21 6v14q0 .825-.587 1.413T19 22zm0-2h14V10H5z\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":74},"\u003Cpath fill=\"currentColor\" d=\"M12 20a8 8 0 0 0 8-8a8 8 0 0 0-8-8a8 8 0 0 0-8 8a8 8 0 0 0 8 8m0-18a10 10 0 0 1 10 10a10 10 0 0 1-10 10C6.47 22 2 17.5 2 12A10 10 0 0 1 12 2m.5 5v5.25l4.5 2.67l-.75 1.23L11 13V7z\"\u002F>",1787068113484]