Brand

process

Creating great work is not rocket science. Neither is it epiphany or an act of divine intervention. It is what happens when a group of talented, freethinking individuals step into a room to solve a business problem using breakthrough ideas and the element of surprise. We are serious about the work we do without complicating or over-intellectualizing our process. We succeed because we Plan, Think, Research, Create and Execute.


plan » think » research » create » execute

plan

A project kicks off with the basics. We designate an account lead who manages the everyday details of the project, as well as the designers and writers who will develop the creative work later on. This core team meets with the client to learn more about the assignment and together they hash out overall objectives as well as practical issues of timing and budget. Everything is written up in a creative brief outlining the resources we have to work with and what the client expects from us. We organize, assess our respective tasks, calibrate, and move deeper into our mission.



think

Creativity for its own sake has its place, but not in our process. We create in an extremely disciplined way, always mindful that we are here to activate consumers and to sell things. Thus, before we create, we think. Taking the product, the sales target, and the ethos and image of the brand, we work to plot a strategic schema for the campaign. We deconstruct the client?s current marketing to rule out elements that aren?t working, and we look at how useful methods can be further improved through new media and insights into how consumers buy. During the creative process to come, the critical thought engaged in here centers and guides us. We abide by proven rules of consumer engagement and we let brilliant strategic thinking light our way.



research

What research means to a campaign becomes most obvious when that campaign fails. Ours don?t. We form symbiotic relationships with our clients, embracing their business reality as our own. We become versed in product lines, sales culture and business practices. We tour the factory. We walk the store aisles, observe the competition and report back. We scrutinize, document, catalogue and assimilate. Consumers are loyal to specific brands for specific reasons; we find out why, so we can make them loyal to yours.



create

Who do we need to reach and what do we need to say. As a rule, the challenges businesses face in marketing can bear close resemblance. As a rule, the creative solutions cannot. We start with strategic precepts defined early in the project, then push our thinking into realms that are kaleidoscopic, off-kilter and daring. From preliminary brainstorming, our designers and writers begin fleshing out only the strongest ideas. Of typically four to six creative directions presented, we will work with the client to single out a winner for further development. Choosing is never easy; but then, we wouldn?t be doing our job if it were.



execute

When the time comes to implement the work, we?re pros at anticipating and managing every detail. Deadlines are always looming. From press checks to coordinating vendors to confirming and tracking media placement, we?re on it. If the project is interactive, we partner with programmers on the client?s end to ensure our designs are dry run before a multimedia presentation is unveiled in a sales meeting or a Web site goes live. It may seem like a lot to manage, but for us it?s all in the execution.