Approach

The evidence shows that good design pays dividends. And design that delivers results requires careful consideration, so a creative process helps to navigate that journey.

Start with “Why?”

It’s the big question at the beginning of any job — why are you doing this? Exploring this question gets right to the heart of the brief, teasing out the hallmarks that make it unique. This information can be leveraged to make more coherent, relevant and, ultimately, authentic work that truly delivers and speaks to the audience.

Scope and parameters

A clear understanding of exactly what is — and isn’t — required of the job establishes the scope of work. Through what channels, eg, print or digital, a project will be delivered, plus other factors such as target demographic, available time and budget etc, combine to determine the parameters for what’s achievable and informs the approach going forward. Once these things are established, the creative process can begin.

Creativity

Combining what was learned in the previous two steps creates a space where ideas can start to flow. Before any ideas make it to the computer, pencil and paper are the tools that kick off all my work. For me, their tactile immediacy are still unrivalled when it comes to quickly capturing ideas.

PS — The fact that the Creativity stage has been placed here doesn’t mean it only occupies this stage — it permeates and informs the whole process from this point on.

Design development

Once a creative concept is agreed, the design development can begin. This is an iterative process in which each stage of progress is shared with the client creating a regular feedback loop. This ensures any steps in the wrong direction are caught early, mitigating any waste of time or budget.

Test and deliver

Any designer should be able to make something look good. The more telling test is its effectiveness. As American artist and designer Donald Judd famously said:

“Design has to work. Art does not.”

So, where possible and if time allows, work should be tested before it’s rolled out. Then, when everything’s checked and double-checked, it’s time to launch the work.

Measurement

Wherever possible, it’s a good idea to measure how well — or not — a piece of creative work has landed. It gives valuable insights into the audience’s mindset and can powerfully inform future work. This can be achieved through web analytics data or a simple feedback form. For the latter, try to capture the information when it’s fresh in their minds — it’s far harder to get and far less accurate even a short while afterwards. It’s surprising what lessons can be learned from this process.