Our creative consultative work consists of two phases - research & scoping, and production & distribution. We break these into two separate areas to place clients first; by having a full research stage before we kick off the creative process, we can better understand your strategic goals as a client, and what your audiences care about. We can also evaluate whether or not we're the right consultancy to produce creative for you, or if you need someone else. You can find out more about that by reading about our messaging and comms strategy work.
Once this has been done, we move to the customer experience development part. Our approach to this is inspired by design thinking. We analyse what your audiences are engaging with via digital channels, with the aim of understanding how each one influences the experience a customer has of your brand, both positively and negatively. We then work on how that experience can be refined, reinvented, and improved.
With this research stage complete, we're then able to present you with a menu of options for how to change the touchpoints your consumers experience. We work in partnership with you to ensure that each touchpoint delivers in exactly the way you wish. This is turned into a calendar of work, built around four categories:
- Fine as is
- Exists but needs work
- Exists but is no longer needed
- Missing and needs creating
With that calendar as our guide, we then work with you to produce emotive, engaging creative experiences that your audience will engage with over the course of their journey with your organisation. We aim to produce many small, compounding returns, producing a lasting impression.
For touchpoints that either need refinement or creating, we'll produce a variety of creative concepts designed to create an experience close to that which we've designed with you. These concepts come together to form a content calendar. If the previous stage is the abstract concept of what we're aiming to do, this is the concrete plan for what you'll see.
Having chosen the particular concepts to move forward with, we work with your people to produce prototypes as we move through the calendar to flesh those ideas out. We believe in prototyping over wireframes, as wireframes lack an interactive, functional nature.
We instead craft and present functional prototypes, so we can focus on the user experience of the creative work in question. We believe it's necessary to actually go through the consumer's likely interactions with a creative work to produce something truly exceptional.
Production and Polish
Now we arrive at the point where we produce final version of the creative piece, whatever that may be. Whether it's an interactive page on your site, an installation in an events space, a short story delivered via a microsite or something else again, this is the final version of any particular creative work.
Through a mix of digital PR, connecting with influencers found during the persona definitions research and paid promotion, we then bring your audience to the creative work. We track how they interact with it, evaluate how well it resonates, what changes it brings about, and refine our ongoing promotion based on that data.
The final part of our creative process, we look at what's happened over the course of the work, what outcomes we've seen as a result of it, and benchmark it against the success and failure criteria set at the start of the campaign. We then use that information to iterate on the work to improve it further, to ensure our work is as effective as possible.
If you need help with your creative work, and like working with people who think and work a little differently, talk to us.