The key to our process is the design brief. It is a written document based on client input, research, and our expertise. It documents our combined understanding of the goals, objectives, and parameters of a project at the outset of the creative process.
As the designers of your marketing communications, it is important that we understand your company, industry sector, markets, and sales process.
To aid that process our clients are asked to fill out a client brief. The client brief is a few written questions designed to aid in the development of goals and objectives of the project.
Client briefs can be distributed to anyone and everyone you feel is important to the project. This may include key customers or clients, support and front-line staff, board members or project team members.
Next, we compile client briefs and write a design brief. The design brief frames the design problem and outlines the goals and objectives of the project, and specifies the delivery schedule. The design brief is a working document and multiple drafts are not uncommon.
In its final draft, the design brief is what Axon uses as the parameters and guide for design concepts.
Axon creates two to three concepts for presentation. A meeting is arranged to present and discuss the concepts.
The design brief is used at the presentations to guide the conversation and to encourage a productive, objective, and focused discussion.
By the end of the meeting, the group typically chooses one concept for further development. While this presentation is primarily an oral presentation, we are sensitive to, and like to avoid, “groupthink”.
Thus, we sometimes recommend written evaluations in addition to the oral presentation.
Using client comments from the presentation, Axon further develops the chosen concept. The concept is then resubmitted and reviewed.
After the project is finalized and approved by the client, Axon will prepare files for print or electronic distribution.