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Work that goes into creative pieces – things you may not think about

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For leadership or employees who are not on the creative team, understanding what goes into design projects might be little difficult. So for this week’s blog post, I thought I would give you an inside look into the creative process and why it’s important.

Research
This is the first step for creatives and one of the most important ones. Research is how creatives get inspiration, generate ideas and collect information and facts to properly execute the project. For design pieces this is often done with the help of a creative brief. Whether designing an ad campaign or writing a blog post, research helps creatives visualize a project so the message matches the objective.

For a brochure project we did recently, we met with the client to go over the creative brief to get a feel for voice tone for the copy and the look they were going for. From that, I researched colors that were appropriate for their brand, what they were trying to get across and layout ideas. Our copywriter was able to gather enough information from an interview and the client’s website to develop the copy.

Execution
This is where creatives bring all the information and inspiration they’ve gathered and start to make something out of it. It’s good idea for designers to mock up two or three different versions to present to the client. Making more than one version allows the designer to express the information they gathered in multiple forms and gives the client options to choose from. A creative writer or copywriter could present different options through a storyboard or outline before a path is chosen for the first draft.

In this particular case, our client was very clear on what they wanted design-wise, so only the cover of the brochure had two different design elements that were presented to the client.

Revisions/edits
Make sure you always include time for edits and revisions. Your internal team may have edits before the product goes to the client, and the client might have multiple revisions as well. Whether it’s a written or design piece, edits should always be included in your time frame. Once your final edit is done and everyone is on the same page with the final product, you are set to print/upload/send or whatever you need to do to finish the project.

The brochure project is a good example of how important it is to include time for edits and revisions. After doing our own internal revisions, we sent the brochure to the client. There were a lot of people who had to approve it on the client’s end, and due to out of offices and busy schedules (which happens to the best of us!) the revision/edits deadline took longer than anticipated. It goes to show that organization and flexibility are important for your creative team. You never know what will come up!

Keeping these steps in mind will help streamline processes for projects and allow you to maximize your creative team’s skills. Understanding what your team needs and giving your team enough time for each step is crucial for creating content that stands out from the crowd.

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