PROCESS
1.) Understanding Our Client. Gain insight into how the client perceives themselves: Who they are? What they do? What they are like, and what are their values? How do they want to be perceived by their audience, and why?
2.) Understanding The Audience. Who is the audience? What are their needs? What are their likes and dislikes? How can we best communicate to them and exceed their expectations?
3.) Understand The Objectives. Build the framework for creative development: What are the strategic objectives of the engagement and how does the project fit as a component of the overall business plan? Who is the competition and how can we position our client ahead of them? What emotions or actions do we want to instigate in our audience.
4.) Define Creative Strategy. Translate objectives into comprehensive creative vision: How will we organize and structure the message? What creative approaches match our client's strategic needs and will effectively translate their objectives? How will creative development create value, reinforce brand, and take full advantage of the medium? How can we affect the actions and emotions of our audience to better achieve or clients goals?
5.) Define Technical Strategy. Support and anticipate the necessary technical requirements: How can technology support the client's strategic goals? What type of solutions can streamline internal processes? Where are the likely bottlenecks? How can we avoid inefficiencies and enable our client to focus on strategy rather than struggle with technology? What are the security, performance, and usability requirements of such solutions?
6.) Execute. Bring the vision to life: Design exploration is one-half creative inspiration and one-half the application of design principals. Creative is refined until it fully expresses our client's message and influences their audience, while technology and the medium are leveraged to fully meet business goals and end-user goals.
7.) Follow Up. Collect data to show the effectiveness of the project, then break this data down into key areas. Learn from this information more about the client and it's audience, and use this knowledge on all future work.
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