Here is what the Blue Clover creative team goes through in order to create effective, engaging pieces of work that reach the heart of the designated audience. What’s your creative process? I would love to hear from you. Enjoy!
1. Indoctrination
It all starts with you. One of the most important steps in the creative process is our kick-off meeting. The main purpose is to set ourselves out for success by getting the necessary background information about your organization and products. We’ll also discuss goals, expectations and measuring tools for ROI. The main objective of this meeting is to walk away with clarity.
2. Creative Brief
This document is a consolidated summary generated from our indoctrination that serves as the guide to the creative team for the project at hand. It describes the most important issues that should be considered in the development of the advertising pieces (the who, why, what, where, and when). It includes a definition and description of the target audience; the rational and emotional appeals to be used; key message points and challenges/obstacles to overcome. The brief also describes the style, approach and tone that should be conveyed in the advertising efforts.
3. Discovery
In this phase, the creative team submerges itself into the project with a 2 step process:
A. Research
From researching general industry trends to market specific product offers (in our category), we try to identify our canvas. Besides the industry analysis, we also research “look and feel” options appropriate for our audience. This process includes steps such as performing a color study, typography evaluation and image research. The purpose is to gather information to help start discovering possibilities.
B. Evaluation
After our due diligence, and once we have all the research information handy we take a step back and look at our opportunities – these can range from messaging and/or art direction to product presentation.
4. Ideation
This is our brainstorming process. After evaluating the findings of our discovery phase, we engage in the creative process of generating and identifying platforms (concepts) to convey our message. The outcome of this process is a compilation of ideas that are appropriate to our audience and can stand out from our competition.
5. Creation
In this phase, we develop our ideas into actual deliverables – ad campaigns, outdoor, etc. Essentially, this is where we bring the ideas to life.
6. Validation
Here is where you get to see all of our hard work. This is an interactive phase, where we present our work and we spend time going back and forward discussing feedback until the product (advertising) has been delivered to your complete satisfaction.
7. Execution
We unleash the lions. Here is where our media strategy takes place and tactical items are implemented.
I only get to see a few step in this process. It’s nice to see all the steps.
This is great! Thanks Juan!
“Unleash the lions” ha ha… thanks for the post.