Lauren Smith Communications Design-Our Process

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We try very hard to avoid any misunderstandings about project objectives, budgets or deadlines. That's why we've developed a 5-step process that takes much of the subjectivity out of the creative effort and clarifies the project goals in such a way that everyone involved shares the same expectations. It goes like this:

Step One: Define
In this crucial first step we work closely with our clients to outline the objectives and scope of the project and gain a better understanding of their culture, marketplace, products and services. We also help them define their key messages. Depending on the size and complexity of the project, we often go on to create a written brief that defines the project as we understand it. This creative brief serves as the platform upon which the creative work is built and serves as an objective criteria against which all proposed solutions can be evaluated. During this step we also define the schedule and budget requirements.

Step Two: Explore
After agreement on the project objectives, we develop a range of potential creative solutions in rough form that we feel best address the agreed upon criteria. We typically present a number of viable design concepts for discussion with the client. The purpose of this step is to provide tangible models that can be evaluated for appropriateness, clarity of message, impact and potential effectiveness. Typically the result of this phase is selection of one concept for further development.

Step Three: Develop
In this step the selected conceptual direction is enhanced and expanded. Decisions are made about such things as illustration style, photographic style, typographic style, color standards and production values. Tighter models are created and submitted to the client for final evaluation and approval. At this point schedules and budgets may be revisited and tightened if possible.

Step Four: Refine
Depending on the size and scope of the project, further refinements are made as needed. This is our opportunity to take a final look to determine if there is anything we can do to improve the design or content. Final writing and text editing, programming, final selection or commissioning of illustration or photography and selection of manufacturing materials are done at this point. This step may include formal design standards or creation of design templates.

Step Five: Produce
In this final step we move on to produce the deliverables. We select manufacturing vendors and oversee the entire production process to ensure it meets not only the assignment requirements but also our own strict quality standards.