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Creativity is a funny thing. It’s exciting, messy, and occasionally frustrating—in the best possible way. It keeps us awake at night tossing around ideas, then wakes us up early with even better ones. One thing it’s not, though, is rigid. So we keep our process light: enough structure to stay on track, but never so much that it squeezes out the magic. Our creative process is built around four simple but essential steps: We Listen, We Learn, We Create, and We Evaluate. By distilling our approach down to these four key actions, we’re able to focus our creative energy more efficiently and effectively for our clients.
After decades of doing this, we’ve learned that this balance leads to great work. It’s not the only method out there, but it’s served us well. And we’d love to show you why.
The foundation for any successful creative partnership starts with listening. No one knows your brand better than you. Through open and honest conversations, we gain key insights that will inform and enhance our thinking throughout the creative process.
Listening leads directly into the second step of our process – learning. Through additional dialogue and ongoing independent research, we continue to build a better understanding of the product, the audience, and the competitive landscape. This allows us to uncover what sets your brand apart.
The next step is to bring together all of the insights and information that we’ve gathered in order to create something that is interesting and impactful. We explore the seeds of ideas that begin to grow out of our conversations and research, and begin shaping these ideas into wholly-formed creative directions. Again, collaboration is key as we determine a direction that will best resonate with the audience and meet the strategic needs of the marketing plan.
Finally, after the creative approach has been agreed upon and executed, the last step is to evaluate the results. By using predetermined measures to gauge how our creative messaging is being received by the audience and how successful it is in driving them to take the desired action, adjustments and improvements can be made. In an ongoing partnership, this creative process is a continuous cycle. We are always listening, learning, creating, and evaluating – because we’re always striving to be better.