Creative Development Process for Agency
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There’s power in simplicity. Paring away the non-essentials until only
a core of unmistakable truth remains.

How do we find it? We search, dig, question, hypothesize, challenge and
question some more. We trust our gut and the gut of clients who are
working passionately toward the same end. Of course we study the
market, the target, the competition—but we also look inside. What are
the truths that lie within a company, its products and services? What’s
real and believable, what will people attach to? Call it a brand audit,
a situation analysis or whatever you want. We call it simplifying. A
common-sense approach to uncommon insight.

Our goal during a brand audit is to gain context and understanding,
always digging for the deepest insights possible. Through a filter of
objectivity, we find what’s potentially unique, compelling, and will
work toward the desired results.

BRAND POSITIONING
Out of the audit comes the brand positioning. Positioning drives what
you say, while the brand personality (below) drives how you say it.
It’s the rallying cry that defines what you stand for
at the core; the promise you’re making to your audience, on which they
can and should come to depend. Ultimately, it should act as the prime
motivation for all your brand actions, including communications.

BRAND PERSONALITY
Brand personality defines core traits in tangible, human terms, putting
flesh on the bones of the positioning, and breathing life into the
brand. If positioning is the brain, personality is the soul.

BRAND MANIFESTO
The Brand Manifesto is the catalyst, the internal piece that embodies
all the above—the look, feel, voice and overall spirit of the brand,
and acts as the springboard for all development that follows.

The Manifesto is the “Brand Book”—a creative piece in and of itself,
including:
• Visual language—sample imagery, graphic approaches, color,
texture.
• Voice—including the brand personality.

BRAND COMMUNICATIONS
Our agency is unique in that we are a collection of specialists.
Designers, writers, strategists, programmers, animators, directors,
editors, and musicians, each driven by our own highly focused obsessive
compulsive behavior. We unite around a clear, common understanding of a
brand, and amplify it consistently across all media: print,
interactive, motion, and more. When everyone points the brand in the
same direction, allowing some room for exploration, success ensues.
Logic meets magic, art embraces commerce, and powerful connections are
made.