The most important part of creating a marketing, branding or editorial communication tool is understanding the client’s objective. This starts with careful listening. We know the questions that need to be asked. We have the experience to read between the lines of the expressed goals of the client and to propose a smart solution.
This is particularly important in building a website or an application. It is equally vital to a new brand. The more we understand about how the tool needs to work for the client, the better we can select from a palette of the latest technology to deliver the experience to the audience.
We put ourselves in the place of the end user. What thoughts will this experience evoke? What will it feel like to use this product? Can I find my way into the experience of this communication piece?
Imagination is key to the creative process. We place more emphasis on intuition and common sense than market testing. User testing is important, but absorption in technology does not allow us to forget product quality. We rely solidly on our own human experience when we imagine others’ experiences.
The time it takes to build a communication tool stretches out well beyond the first steps in the creative process. The implementation of the product needs to be in constant dialogue with the original vision. Does the build out change the way the product was conceived? How do we make it better in light of what we are learning as we proceed.