The clients message must penetrate the subconscious and activate the logic parts of the brain to make a response.
Therefore, good creative must be infused with “Magic”. Magic is an appropriate word because the elements of good creative are instinctual, and need to be conjured up in a highly collaborative way. It must make sense. It must captivate while being informative and memorable.
Our Creative Director’s job is to make the “Creative Magic” happen.
Having decided on the best message, we begin a vision exploratory in the form of a mood board. Film Directors have always used mood boards, or collages to communicate rich visual concepts on a broad level.
With a rich palette of images, font styles, Color swatches and design elements, that support the over arching concept, we can begin flushing out communications that enhance and elevate our clients brand, and supports our campaigns objective. If you're not enthralled by this stage of the game then we don’t proceed to next level. While we lead the creative process, its ultimately a collaborative experience between agency and client.
Our designs and messaging must facilitate the elements used in effective direct marketing communications.
• Talk with customers, not to them
• Center on the conflicts that stand between a customer's goals and how the product resolves them
• Great executions take a single, powerful idea and tell it in dramatic fashion
• All creative strategy is tied to a sound business case
• The offer should stand out and be easy to see
• Clear and legible information for immediate acceptance of the offer
• An easy to use mechanism for responding to the offer.
Our communications must be noticed to generate repsonse. They have to stand out in a cluttered mail box or on a busy web page. They have to be clear while being persuasive. Most of all, they need to generate a return on our clients investment. Imagine that.