Our creative process begins with a series of questions for discussion that may be obtained through market research, if not available internally.

• Exactly what does the product do? For whom? Why?
• What are the current and anticipated features of the new product?
• Who are the product’s competitors? How are they similar? How do they differ?
• Will the product be marketed/advertised/used nationally or internationally?
• What are the company’s core competencies?
• How does the product relate to the company?
• Who from the company will be involved in the creative portion of the project?
• Who, ultimately, will be making the final selection? How involved in the process will that person be?

The next stage of the process calls for several brainstorming sessions. These are meetings in which all the information that is known about the product/service and the people who make, sell, and buy it is compiled. Client participation is critical to identify:

• Product attributes
• Market attributes
• Characteristics of the buyers of the product/service
• Characteristics of the users of the product/service

• At this point, no detail is too trivial to be included in the process. Often, formerly disregarded, but critical information becomes apparent, such as discovering that the buyer, user, and recommender of a product or service are three different people. It is only with this intimate knowledge that we can create a campaign that is truly relevant and on-target.

  Armed with those attributes and characteristics, we use this information to apply analogies to the product/or service that evoke universal and immediate recognition.

  At this point, no detail is too trivial to be included in the process. Often, formerly disregarded, but critical information becomes apparent, such as discovering that the buyer, user, and recommender of a product or service are three different people. It is only with this intimate knowledge that we can create a campaign that is truly relevant and on-target.

  Armed with those attributes and characteristics, we use this information to apply analogies to the product/or service that evoke universal and immediate recognition.

We follow only two philosophies at this stage of the process: “quantity breeds quality;” and “postpone judgment.”  Every idea generated stays on our list. At this stage, no idea is a bad idea—and often the stranger or weaker ideas develop into the great ideas.

Our ultimate goal at this stage is to generate a word or name that, in some relevant and unique way, represents the product or service; looks good and sounds good; and evokes positive responses.

After we compile a list of ideas, we investigate whether any are currently being used by any other companies and if so, for what products or services. Based upon this preliminary research, we eliminate any that could either jeopardize our client’s position in the marketplace.

At first, individual members of the graphic design team develop their own concepts for logo design, always keeping in mind the needs of the client and the specifications of the project. Then, as a group, we review and discuss the alternatives, and decide which concepts best address the client’s requirements.

Typically, we present three graphic directions for each corporate/product identity project we undertake. We then request that the client select one to two for further development (fine-tuning of color or font selection). When helping a client reach their final selection, we are happy to provide guidance and a sounding board if necessary.

Upon final approval of the new identity, we provide the client with both hard copy and electronic versions, in black-and-white and color, where applicable, as well as one or two applications of it (such as a folder design, masthead, or business card.)

This overall process requires flexibility, creativity, and client involvement. The strongest solutions are always built on the intersection of clients’ knowledge about their business and our expertise in marketing and creative development.