Process Makes Perfect
Of course, in the real world, there's no such thing as perfect. Immediate deadlines, evolving requirements, unexpected opportunities—that's the world we live and work in. So while process can't actually make things perfect, having a process allows us to be flexible, nimble, and efficient so we can create great work that meets our clients' needs.
We begin by learning as much as we can about the target audience—who they are, what they care about, what keeps them up at night, what motivates them. After all, the better we know the audience, the better we'll connect. We also learn as much as we can about our client and their brand—their mission, their core values, their products or services, their value propositions. The work we create communicates on our client’s behalf and it's essential we convey their brand accurately and authentically.
Once we’ve defined the problem, it’s time to find a solution. This is an exciting part of the creative process, because everything is on the table. Like a sculptor with a block of marble or a painter with a blank canvas, the assignment is clear but the finished work is unrealized. We sketch, we strategize, and above all, we iterate – sharing ideas and concepts with our client and deciding which one are worthy of further consideration. Honest feedback and an open dialog are a critical part of this process.
This is where the solution takes shape and comes to life. While we remain agile and iterative throughout the creative process, the time and effort that went into the learning and exploring phases greatly inform what happens as we create. Some projects allow us to paint with a large brush, creating high-impact brand communications. Others require surgical precision, making sure each and every precious pixel on a device’s screen is used efficiently and effectively. And we wouldn’t have it any other way.
The difference between good communication and great communication is all about the details. Here’s what we’ve learned about paying attention to the details: nobody really notices when you do, but they’re sure to notice when you don’t. In this final stage of our creative process, we iterate and refine to ensure the finished product achieves its goals and connects with the audience.