Monthly Archives: July 2014

How it all works

So we thought it might be a good idea to put down somewhere how we make what we make for our clients. Here, therefore, is an overview of our process. Enjoy!

  1. Meet. We want to meet (by phone or in-person) to discuss your expectations, goals, audiences, current brand, tone, and potential needs (see below).
    • We have a list of questions to guide the conversation but it’s best if you come with ideas, concerns and questions about any part of the process.
    • “Needs” are going to be part of the clarification of scope. For instance, do you need photography, copywriting, copy editing, messaging help, brand look and feel, color and/or font palette, etc.
  2. Research. We need to now do some research. We want to look at both your competition and any organizations you think are groovy. We’ll also look at your current materials as well as doing some broad research on your sector or industry. We want to know what drives it and what are its biggest concerns so we have a “big picture” of the universe around you.
  3. Concepting. We’ll now start to create the agreed upon number of concepts (usually one or two but as many as three). As a note here, when we indicate one, two or three concepts for you, those are the ones that are refined enough to potentially meet your needs. They are not the only ones we make. We want you to know that because our goal is to make this easy for you but that doesn’t mean it’s easy for us. What your paying for is not what suits us, but what suits you and, to reach that, we do a lot of work with some really solid stuff ending up on the proverbial “cutting room floor.” A pity, but that’s why it’s called a process.
  4. Feedback. Now you’re going to come back into the mix. We’ll present the concept(s) and have you tell us what you think. This is super important (yes, “super” is the right word to use here) so your participation in this critique is critical (critique-al?).
    • A note on the difference between critique and criticism (we made this up but we’d love you to adopt it). Critique is communicating what you like and dislike in the interest of helping something to become better. Criticism is communicating that you don’t like something and not giving a lot of helpful answers to the “Why” of it all.
    • Examples:
      1. Critique: “I like the color and the shape but I wish that it looked more realistic and not as ‘drawn.’ My organization is very organic in the way we do things so I’d like a more flowy form. Could I see this horizontally?”
      2. Criticism: “I think it’s dumb. You suck.”
  5. Refining. With your wonderfully helpful feedback in our pockets, we will go back to incorporate those pieces and then make sure that it all still works. Good design is about attractiveness but it’s also about logic so we don’t want to make one change without making sure that it hasn’t adversely affected the whole.
  6. Presentation. When we finish deconstructing and reconstructing your design to the point that it’s perfect, we will swaddle it, give it a tiny smooch, and present you with your new brand element. We love each of them and it’s tough to give them away but we know that it’s going to a great home with people who love it and will nurture it to a long and lovely life.