Our creative process is hierarchical and progressive. Hence, fundamental decisions are made in the early stages. Decisions become successively less crucial as the project nears completion. The last presentations are refinements and normally concentrate on details and applications.

It is in our best interest and that of our clients to have all those who may effect the final product be given opportunities to express their opinions and have them registered. To this end, we normally solicit key individuals’ input. This usually covers large creative issues and asks for opinions as to appropriate or inappropriate symbology, any inherent restrictions regarding use or size, copy style and voice plus any other ideas which should be considered when initiating a project. We will likewise seek competitor analysis, asking for examples of very successful efforts and also any that are viewed as particularly unsuccessful and why each is viewed as such.

Depending on the situation and timelines, we may ask for input on specifics if we feel the need for further input or find ourselves unable to reach a decision on some aspect of the project. These surveys, in addition to the pyramid structure of the creative process, are intended to build consensus among all interested parties, streamline creative development and ensure acceptance and enthusiasm for the final product.