Approach and methodology provide essential structure for the creative process. They help make the right choices early and maintain creative and design integrity.
Approach
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Incite - strategic approachA great piece of communication should invite the audience into having a closer look. It should find a balance between informing and entertaining the audience. It must make them feel something, learn something and it should reward them for doing so. |
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Immerse - creative goalWhen customers are truely immersed in the world created by a piece of communication, they are more likely to engage further with the brand. This immersive experience should supplement the brand's relationship with it's audience, and participate to creating a holistic brand approach. |
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Include - work ethicThe creative process relies on the quality of the collaborations and a set of shared values between all its participants. As a creative team, we should: deliver when we say we're going to, use time productively, be approachable, un-precious because great ideas strive from openness, be honest, admit mistakes and practice a culture where everyone can say what they think. Finally, we should both take pride in our work and be our toughest critics. |
Methodology
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ContextResearch what is happening in the real world for the client; internally, externally, for their customers, the competition and the brand’s ecosystem as a whole. |
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ConceptUncover a unique angle which best communicates the brand's distinctive personality and highlights the product's unique selling points. |
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CreativeDevelop a unique, preferably integrated, creative solution with a toolbox of brand assets.The creative should both create a genuine point of difference and standout from the crowd. |
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CraftA big idea is redundant if it's not beautifully executed. |