Every project begins with a detailed creative brief that contains the project goals, budget, data, regional information, and launch dates. This is where we define the brand relevancy, personality and brand equity. Research competitors, market segmentation and challenges. All vital to the project before we take a deep dive.
Once the creative team is assembled and the roles and responsibilities are assigned, the brainstorm sessions begin. We start with brain writing, word-association, or mind mapping. Lots of stickies, words and ideas are thrown, no idea is a bad idea. One idea leads to another, full engagement and interaction is required. Grouping, combining or expanding on these ideas is paired with visuals. Stacks of magazines, prints, photos and inspiration are paired with the words. This exercise combines the words with visuals. Then, music and sounds are added, feelings, emotions and personal perceptions are included. This is where the tone, voice and narrative is usually added.
Which one are you and why? The concept may be bold, colorful, vibrant and inviting or modern, clean simple, and direct. They each tell a story in a different tone, narrative, aspirational, dreamy or informative. Designers and writers select the version that best aligns with them and the first rounds of concepts begin.
Mood boards are created to keep the concepts distinct from one another and the team on track. Photography direction, tag lines, copy, assets, colors, fonts and tone of voice are established. Concepts are fine tuned and eliminated and sometimes combined during these phases.
The graphic designers and copy writers prepare a presentation script and practice their presentation.
• Creative Brief
• Define brand
• Assign team
• Mind Map
• Establish tone and voice
• Supply visual examples
• Pair ideas