Contrary to the stereotypes, the best designers and writers are well organized and laser focused. Although there’s more than a little magic involved, creative types work in a process. Where and how you choose to interact with them can save you a lot of time, frustration and expense. Creative work is usually billed on an hourly basis, so the more effficient use of time, the easier on your budget. The process varies slightly depending on the tactics and project scope, but the basic framework and inside scoop is outlined below.
Information Gathering
The ClearRiver Account Manager meets with a writer and designer to review a fact-based analysis of your current situation, and a list of measurable goals that you expect to achieve. All existing client and competitive data, research, plans, PowerPoint presentations and directives on style such as brand standards are turned over to the creative team at this time.
The inside scoop: The very best food you can feed your creative team is raw, unfiltered facts. They thrive on minute details, each consumer comment, historical data, competitive material and marketing plans. You never know where the inspiration for a great idea will come from, and it's best to let the professionals form their own thoughts. For a check-list of information needed Download clearriver_creative_brief.pdf
Brainstorming
At ClearRiver, writers and designers work in teams – generating ideas, bouncing off each other in a constant state of continuous improvement until they share a vision. Although writing a few words for a rock star headline may take only a few minutes, the inspiration required takes place over the course of days - in the shower, at the grocery or on the way to work.
Inside Scoop: Allowing a time to percolate increases the quality of the ideas not the cost.
Rough Concept
The top 3-6 ideas are consolidated into a list of headlines or themes with sample copy illustraring the flavor and tone. Rough pencil sketches are developed in conjunction with copy to provide an idea for visuals and design style.
Inside Scoop: Looking at rough concepts allows the idea to be evaluated on it's merit against objectives without distractions of typestyle, favorite color or temporary photo placed in position.
Creative Review The Art or Creative Director reviews draft copy and rough sketches and evaluates proposed ideas against the objectives and strategy.
Inside Scoop: With a little practice and trust that your agency will finish the chosen design with the same finesse as the rest of their portfolio, you can save a bundle working through the idea stage with rough sketches and draft copy rather than re-creating comp layouts. (Time permitting, ask for rough ideas or sketches).
Content Outline The content outline can be created prior to the creative concept, or after - it's sort of like the chicken and egg dilemma. Typically, it's helpful to have the outline in advance so that the paluseability of the idea can be tested accross the content, but more often than not, the idea process is underway simultaneously.
Final Copy At ClearRiver, we prefer to have the concept blessed and outline approved before proceeding with final copy. If we can agree to the scope and direction in advance, the work going forward is much more efficient with less wasted effort (and expense). Likewise, the single most effective way to minimize your expense is to get approval on the copy and content before proceeding to final art.
Comp Layout As an intermediate step prior to finalizing the entire project, Comp Layouts are usually rendered on computer and show examples of art and photo treatment, color scheme, fonts, size, number of pages and construction.
Final Art
Printing/Production The stage before final art.
