Let loose and being creative, we just boil over with ideas. But before we surprise our clients with a simple brochure, an international trade show design, or a soup to nuts campaign, we take one big step back and review. What’s already there, what can we build on, what needs to be maintained and developed? What fits where best? What components are we missing?
Creative development is like a jigsaw puzzle, there’s multiple pieces that complete the picture and each one is essential to a perfect result; the basic idea, the design, the content, the statement and the delivery platform. Last but not least, it must be feasible – otherwise it just remains a cool idea.