Communicating through visual media
Ideally specific communication design projects are established in the context of a well developed design or brand strategy. The generic CREATIONZ design process is as follows: |
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| Pre-design phase |
Initial intention:
A wide-angle, open-minded approach to defining the purpose of the communication leads to a comprehensive, challenging, mind-expanding statement of requirements for achieving success – including emotive, intangible factors – to align the pre-search phase.
Pre-search:
Preparation for the journey into unknown territory involves expanding empathy with stakeholders, understanding the context in which customer choices will be made and ROI will become tangible.
Performance criteria:
Revisiting the initial intention in light of the pre-search leads to a simple checklist of performance criteria that makes complexity visible and accessible, aligns the creative process and facilitates evaluation.
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| Concept Design Phase |
Conception:
Design thinking and creative processes are employed to generate original concepts that meet agreed performance criteria.
Presentation/evaluation/presentation ..:
Creative dissatisfaction drives the process of mocking-up and trialing ideas, assessing them against performance criteria, re-thinking, etc.
Choosing direction:
Concepts capable of meeting or exceeding criteria, and which have cross-disciplinary support, are selected for further development. |
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| Concept Development Phase |
Elaborate/refine:
The selected concept(s) are fully resolved in terms of market effectiveness, brand integrity; budget, etc. – ie: the agreed criteria.
Testing:
If appropriate, testing and evaluating are used to anticipate performance in the field. This usually leads to reviewing detail design or even the concept.
Specify:
Finished artwork and detailed specifications are prepared to ensure the developed concept is honoured and the original intention is realised in each manufactured product delivered to the market. |
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| Implementation phase |
Produce material:
Designers should have at least a monitoring role in shepherding their creations through the process of realisation. It is the final product that must deliver performance in the field.
Evaluate performance:
Assessment of performance in practice informs quality management, design modifications, fine-tuning and continuous improvement. |
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| CREATIONZ approach |
We believe that the best results are achieved by synergetic teamwork. CREATIONZ either adds its skills to the client's team or assembles a hand-picked team tailored to the project.
CREATIONZ has developed tools that allow team members to participate in the design process from their own positions of strength.
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