What we are trying to accomplish?
So often a client may say, "I want a brochure." Our first conversation should never be about the vehicle, but about the GOAL. Otherwise, how can we be sure we are choosing the correct medium or strategy? The correct strategy may be a brochure, but are there more effective vehicles (both in results and/or resources)? A well-defined brand objective can help answer that question.
Therefore, the first step is the CREATIVE BRIEF. It’s a simple interview/response document that puts our needs, desires and goals on the table before we lift a finger. The more substantive thought we put into a project up front, the more efficient and better the solution we deliver. Simplicity of process is beautiful.
So often a client may say, "I want a brochure." Our first conversation should never be about the vehicle, but about the GOAL. Otherwise, how can we be sure we are choosing the correct medium or strategy? The correct strategy may be a brochure, but are there more effective vehicles (both in results and/or resources)? A well-defined brand objective can help answer that question.
Therefore, the first step is the CREATIVE BRIEF. It’s a simple interview/response document that puts our needs, desires and goals on the table before we lift a finger. The more substantive thought we put into a project up front, the more efficient and better the solution we deliver. Simplicity of process is beautiful.
