How to do great work in 7 steps
Doing great idea-led work can be difficult. So many possibilities. So many moving parts. So many different opinions from clients, strategists, account people, fellow creatives, industry ‘experts', office dogs.
But it doesn’t have to be complicated.
When it comes to it, you can get there in 7 simple steps.
1. Understand the client
What’s the business, product or service? What’s its history? What’s its strategy?
What’s its brand idea? What’s it here to do? What’s it like to use or experience?
2. Know the context
Who’s the competition? What makes it different?
What’s happening in their world? Who’s the audience?
3. Examine the challenge
What’s the issue? Why is it happening?
4. Establish the objective
Simply, what does the client want to achieve?
5. Unearth the truth
What brilliant, specific, meaningful truth about the product or
service or issue will give you a way to solve the challenge?
6. Express the truth
Using words or visuals, how can you express the truth in a clever, standout way?
And think: what will work best for the client, the truth and the audience?
What’s the best way to get this across? What’s the right medium, messaging,
tech, experience, colour, shape, line, product, photo, finish, etc., etc., etc.?
It’s not unusual. It’s not flashy. It is effective.
Get full, clear, insightful answers at every stage; try, try, then try and try and try stuff again; end up with a brilliant idea, a happy client, and work that works.
Idea. It’s not easy. It is simple.