DISCOVERY

01

DISCOVERY

This is the first step of our journey. Here we learn about our client’s business. The history, the scope, what obstacles they see as needing to overcome, who their target market is and what key messages we need to make clear. We learn what their strategic stance is in the marketplace, and discuss what the ideal brand personality should be.

At the end of Discovery we meet with everyone who we believe may be part of the team. This includes developers, photographers, and cinematographers. We solicit their ideas as to how best to approach a project from a technical point of view, and welcome any creative ideas they may wish to contribute, including new techniques they believe may be helpful.

ANYTHING GOES

02

ANYTHING GOES

Here we open our minds to any and all possibly relevant ideas. It is the stage of creative development that often leads to the most interesting, and effective, solutions. This helps us take our minds to a place beyond a category norm.

At this juncture we amass visual elements of all sorts for reference and inspiration, and begin discussing “Framing” concepts.

We paper our computer screens with our “Anything Goes” ideas and collected materials, and sometimes paper our walls as well.

FRAMING

03

FRAMING

At this stage we embrace a design concept, aggregate our best ideas, and begin writing and designing in earnest. Here we shift to a much more process oriented approach. Everyone begins working from a “Project Scope Framework,” and “Framing Idea.” Team members are assigned individual components to create, or individual design problems to solve.

THE DANCE

04

THE DANCE

“The Dance,” in fact takes place throughout our process, however at this juncture it is most apparent. Here we group, then separate, group, then separate every one to three days to review everyone’s progress. The entire team is invited to critique each other’s work and offer ideas. In seeing what others are developing, and hearing multiple perspectives, we are able to leverage the best of our collective thinking.

The Creative Lead or Leads on a project provide inspiration and a guiding hand throughout.

EXECUTION

05

EXECUTION

Here is where the approved design and script is brought to life. Any photographers, cinematographers, website developers, or illustrators who have yet to be briefed are first filled in on our brand goals. This helps them to most accurately deliver on what we need.

Throughout the process we work against a set of deliverables dates. Typically, we push the creative development phase a little beyond our initial estimation (how is that for candor?), then pay particularly close attention to progress throughout Execution. We review progress on any number of components daily, and on all aspects of a project no less than once a week.

To ensure consistency, accuracy of vision and punctual delivery our creative teams are closely involved in overseeing the execution of all creative elements if outside vendors are engaged.

EVOLUTION

06

EVOLUTION

A few weeks after launch we meet with clients to gather feedback on the success of our work. What we’re most interested in is what they see happening in the marketplace and what their analytics data is telling them. With this information we are able to offer fine-tuning suggestions either in messaging or in how a message is delivered.

The purpose of our platform design is to deliver the best end user experience. Within the two following windows you’ll find an estimated production Timeline, and recommended technology approach.

New York
Merry+Valenzuela