How we work

Successful print and web communications depend on an orderly approach to creative development and implementation. Our process has been refined over many years and many projects. Here are the steps we take:

Research and analysis
We begin by getting to know the institution and the audience. We review — and often help to redefine — project objectives. We study the existing brand, conduct communications audits, and interview key stakeholders. Our goal is to understand the ethos of the place and its people. With this understanding we can begin to identify differentiating characteristics and bring them to life.

Creative strategy
Our next step is to apply our understanding of the institution to the development of the creative strategy — messaging, copy tone, visual approach, and themes. The end product of this step is a written and illustrated strategy brief. After review and refinement, the strategy brief becomes the platform for creative development.

Creative development
Using our strategy brief as a guide, we develop creative prototypes. Our prototypes combine sample text and imagery, and demonstrate a complete and specific communications solution — including content, structure, and a detailed plan for execution. Following testing and refinement, the creative prototype becomes the roadmap for content development and production.

Implementation
This final stage involves interviews for profiles or other features, development of full copy draft, art direction of photography, and management of the creative team through production, programming, printing, and project completion.

Creative leverage
We frequently apply our creative strategy to a family of multi-media communications — print, web-based, and video.

For more information about our process, and how it would relate to your own objectives, please call 617.456.1689 and ask for Kim Halliday, or send an email to: design@carhal.com.