Methodology

The idea that creativity is random, chaotic and arbitrary couldn’t be farther from the truth.

A thorough process adds structure to the creative journey, and helps ensure that all aspects of the job have been properly considered. Most importantly, it opens up creative routes to be explored that may otherwise not have been thought of.

Because each scope of work presents its own challenges and opportunities, the process has to be flexible enough to adapt to the nature of each project on a case by case basis. That being said, here’s a general overview of the methodology I follow when approaching a new job.

phase1
1

Phase 1

Research + Discovery

This phase is key to understanding you, your business and your goals. Researching your sector, examining your industry and evaluating your competition will help me identify opportunities and better define your needs.


Yields:

 

— Research

— Competitive landscape

— Communication goals

phase1
1

Phase 1

Research + Discovery

This phase is key to understanding you, your business and your goals. Researching your sector, examining your industry and evaluating your competition will help me identify opportunities and better define your needs.


Yields:

 

— Research

— Competitive landscape

— Communication goals

2

Phase 2

Brainstorming + Articulation

This is the most fluid part of the creative process. With a thorough research in hand, I can start identifying areas to own, flagging those to stay away from, and articulating criteria to be met. Old-school pen and paper brainstorming begins. This phase is about generating as many ideas as possible, keeping in mind only a few will make it through to the next phase.


Yields:

 

— Brand positioning

— Brand story

— Naming options

— Conceptual directions

— Design criteria

phase2
phase2
2

Phase 2

Brainstorming + Articulation

This is the most fluid part of the creative process. With a thorough research in hand, I can start identifying areas to own, flagging those to stay away from, and articulating criteria to be met. Old-school pen and paper brainstorming begins. This phase is about generating as many ideas as possible, keeping in mind only a few will make it through to the next phase.

Yields:

 

— Brand positioning

— Brand story

— Naming options

— Conceptual directions

— Design criteria

phase3
3

Phase 3

Visual Exploration

This is one of the most interesting phases of the process, because in order to create something both relevant and unique, I need to try to unlearn everything I know. An open mind and a curiosity to experiment are key to this phase. It’s where visual exploration takes places. Concepts generated in the previous phase are further developed, crafted into strategic visual expressions that communicate the message in a clear and engaging way.


Yields:

 

— Design rationales

— Design options

— Touchpoints

phase3
3

Phase 3

Visual Exploration

This is one of the most interesting phases of the process, because in order to create something both relevant and unique, I need to try to unlearn everything I know. An open mind and a curiosity to experiment are key to this phase. It’s where visual exploration takes places. Concepts generated in the previous phase are further developed, crafted into strategic visual expressions that communicate the message in a clear and engaging way.


Yields:

 

— Design rationales

— Design options

— Touchpoints

4

Phase 4

Refinement + Delivery

With a chosen design route in mind, incorporation of feedback and refinements take place here. After client sign-off on approved artwork, I start getting things ready for production to ensure flawless delivery and implementation.


Yields:

 

— Deliverables

phase4
phase4
4

Phase 4

Refinement + Delivery

With a chosen design route in mind, incorporation of feedback and refinements take place here. After client sign-off on approved artwork, I start getting things ready for production to ensure flawless delivery and implementation.


Yields:

 

— Deliverables

A process-led approach ensures each solution is project-specific and answers the right communication goals.

A process-led approach ensures
each solution is project-specific and answers the right communication goals.

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