What is the emotional story being told?
The campaigns and visual brands that engage with an audience are created through the analysis of this question.
Meeting with the client, account manager and/or internal creative team to go over the brief.
Project & goal
What’s the project (subject of the advertising); an idea, product, service, event? What are we trying to achieve?
How much does the client have to spend on billable hours, media buys and outside events?
Does the client have a specific direction, copy, call to action or visuals? Any existing brand that needs to be matched?
Roles assigned and individually or through brainstorming, fill-in any missing info listed below.
SWOT & market
Strength, weaknesses, opportunities, threats. Info on the client, product, industry. What makes the advertising subject unique amongst the competition?
How to appeal to them? How can this product solve their problems? What are the demographics, interests?
With all the info gathered, it’s time to begin working on the creative.
Emotion & style
What’s the emotional story (fun, somber, humour, nostalgia)? Style of the creative visuals (eg., retro, modern)?
Samples of other creative, rough ideas and plans presented to creative supervisor.
Refinement of idea(s); feedback from creative supervisor, continues as needed.
Artwork is presented to client for feedback or approval.
With the possible aid of other team members, artwork is presented to the client.
If needed, artwork is refined and presented again to pass the client’s brand standards or to better align with their vision.
Artwork is uploaded, printed as needed.
Too often overlooked, the results of the artwork and overall process are reviewed.
Did we meet the client’s quantifiable goals?
Are there any efficiencies or key learnings for next time?