How we do it

We begin.
We start by examining where the brand resides now, if anywhere. Then, working with our clients, we determine where the brand needs to go and what mode of transportation will best move it there. At that point, we outline the timing, deliverables and costs. We all agree upon a detailed “Statement of Work” to protect our client’s budget. Then we put on thinking caps and dig deep.

We research.
Good research lets us go beyond demographics to the world of living, breathing, thinking customers. It may sound silly, but only when we understand people’s quirks, hopes and secrets, do we have a chance of developing a brand that connects with them.

We draft a creative brief.
Call it old-fashioned, but we believe that good creative is the result of preparation. So we insist on a detailed brief. We outline who the customer is. And, just as important, who they’re not. We doggedly pursue the simple, clear truth. For this is the document which we ask all writers, researchers and designers to use repeatedly for inspiration.

We create.
In a nutshell, we do what it takes to find magic. For example, sometimes we “scrapbook”. We collect objects (a piece of wood, a verb, an old photo, an abstract illustration, an icon) that seem to resonate with a brand and ask ourselves why. Assignments might get us to sculpt, paint, doodle or dream. They could send us wandering the streets with a super-8 camera. These exercises help us create a spectrum of ideas, from the emotional to the rational. And the right execution will find the proper balance between the two.

We share.
Many creative agencies like to save their surprises for the big meeting. We think it’s better to run good ideas by our clients early on, so we spend our time refining the work instead of polishing the presentation.

We test.
Focus group testing actually has a point. It ensures the effectiveness of creative. We encourage the use of focus groups. We like to succeed.