The collection conversation between us and the client can occur in person, over the phone, or via email. The purpose of this step is to collect the information necessary to complete the creative brief. The more specific the information, the more effective the final product will be. A few sample questions include:
After the information is collected for the Creative Brief, the information is carefully analyzed to produce the Creative Strategy. The Creative Strategy gives guidelines that will drive the creative concept and art direction.
For example, the Creative Strategy for a mint gum package might include:
Now the creative juices are ready to flow. We will brainstorm and execute an assortment of options within the boundaries set by the Creative Strategy. For example, our typical logo design project might include 12-15 initial, black/white logo comps for the client to choose from. Our typical brochure design includes several cover comp options. Once a cover comp is selected, we will execute the remainder of the piece based on the art direction of the cover design.
The full execution of the piece is presented to the client for revisions. Most projects include 2 rounds of revisions. Working comps are shared between us and our clients via email as pdfs to expedite the process. Digital color proofs are available upon request.
Once the client signs off on the piece and gives final approval we will release the files for production. This could include uploading our final art files to a printer or uploading a completed website to a server. Once the final balance is paid, the final art files become the property of the client.