Inspiration and conceptualization

Based on the strategic direction articulated at the end of the research and analysis in phase one, we begin to explore and develop various ideas and conceptual options. At the core of this stage is the development of a guiding idea and a tangible brand promise, which our team creates in collaboration with our clients through ideation workshops and creative brainstorming sessions. Simply speaking, the idea is a unique, compelling insight that drives and unites all aspects of brand expression, and underpins the development and growth of the entire enterprise.

Key deliverable(s) might include some of the following:

  • Brand ideation session
  • Purpose and goal articulation
  • Brand metaphor exploration
  • Iconic study
  • Brand promise development
  • Brand story development
  • Tagline and/or byline development
  • Elevator pitch
  • Brand architecture recommendations
  • Brand platform adoption

Plan and create

In our experience most creative professionals and agencies disregard most of the above steps and begin here.

We have found that one of the most critical parts of our work is sifting through and clarifying the unifying elements in the information gathered and data collected in order to craft compelling and articulate messages, metaphors, narratives and stories. At this stage in a project, strategic planning, creative development and message dissemination are considered inseparable from one another, and happen almost simultaneously. Since every piece of communication (an ad, a lobby, a press release, a letter, an annual report) must contribute to the brand in tone, look and feel, and message, those aspects of the brand are developed together concurrently. Ultimately the words that we choose and the images that we create will have the power to engage people on many different levels: to make them think, to change the way they feel, to inspire them.

In this phase the client sees the work become a reality as we all implement the work across a client’s products, environments and entire organization. Depending on the individual case, this stage can include writing, implementation and launch planning, final art development, design specifications, prototype development, manufacturing supervision and environmental installation support. We create comprehensive brand guidelines to help clients and their partners maintain their brand’s integrity long after our work is complete.

Key deliverable(s) might include some of the following:

  • Brand scenario discussions
  • Brand guideline development
  • Visual brand assets created
  • Brand execution planning involvement
  • Relevant brand communications and materials created
  • Advertising and PR campaigns launched
  • Brand partner / vendor search and review