8 Creative Development
Scheduling can mean headaches or peace of mind. We encourage the latter by providing clients with comprehensive timetables detailing the steps and necessary approvals to ensure that deadlines will be kept. Assigned responsibility (authorized sign-offs) for all tasks/checkpoints will illustrate our shared commitment to meeting the dates outlined, and underline our mutual objective of efficient and effective marketing programs.
Following is our creative development procedure: » Project Brief We conduct an interview/questionnaire with you the client to prepare a detailed design brief to ensure that we get the most information about your business, the goal of this project, the pain points associated with your existing visual identity, your core audience, and that we understand what their needs are. This brief helps us to focus attention on the areas that best serve the business in question, ensuring the final result is both relevant and effective; » Research To best equip ourselves with key insights, we conduct research focused on the industry, on the key market competitors, on global trends within the industry. We spend time considering the answers to questions like “what makes our client different/better?” and “why should a consumer consider their product?” If our client has not performed any market research, we will recommend the acquisition of a syndicated research report to inform us of critical trends and insights on the industry and competitors. » Sketching & Conceptualizing We develop design concept(s) around the creative/ project brief and research. Sketching ideas helps us to generate a large number of possible directions. Most of them will eventually be made redundant, but the point is to think laterally and not rule anything out to achieve the most effective design. » Rendering / Prototype design This stage involves taking ideas and transferring them into Adobe Illustrator. The number of design variations clients receive depends upon how many effective outcomes we believe there to be and on the amount of time available to us. » Presentations Here we choose to present select concepts for review, those we feel most strongly about based on the project brief and our Catalytic Idea. It is here that we measure your response and feelings towards one or more and if needed will refine concepts for the second round of presentation; » Revisions Once you select a concept to go forward we can then work on fine-tuning the concept. This could include font, layout and colour changes. » Finishing touches / Revisions Following client review, we’ll then either finalize the creative or make any revisions suggested and agreed upon.
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