CREATIVE DIRECTION
At Ailie, Creative Direction is intentionally considered a collaborative art.
In today’s world, creative directors are sometimes still deemed the sole creative leads of a company’s advertising or marketing department. However, this model is fading, and a unified collective structure is winning in our industry. Why? The old method of creative direction is ego-driven and not a holistic approach to creative evolution for a brand. Considering other opinions is a must when delivering a team product.
At Ailie, we make the difference by using a team approach at the top, exchanging innovative ideas between the senior talent on staff. This model is based much less on a hierarchy of staff than it is a group product delivery system.
The resulting reinvention or birth of a brand is then a cogent amalgamation of years of varied experience and substantive ideas to creatively steer a client.
In the end, * WE* collectively create a mind-blowing product and outcome.
General Development and Production Process:
I. Planning:
Defining Stage: Definition of Innovative Goal and Audience
Members: Team Ailie and Ailie Client
Formally Defines/Refines the client’s business goal(s) for the project.
Formally Defines/Refines the major direction and concepts of the project and the selected audience for the product.
Honing Stage: Parsing out good ideas from great ideas
Members: Team Ailie
Brainstorms categorizing, and edits possible creative directions.
Clarifies and develops further the multifaceted, innovative concept and message of the brand/product for the selected audience.
II. Creating:
Generating Stage: Create the actual project
Members: Team Ailie
Consciously embarks on the agreed-upon, multi-modal creative process required for an ideal outcome
Attends to both the design and content of the new brand, product, and message concurrently and sequentially.
III. Polishing:
Internal Finishing Stage: Revise and edit the completed project.
Members: Team Ailie
Brings the distilled vision to refined fruition by responsibly ensuring all crafted details align with the overall experience and agreed-upon message for the innovation.
Carefully reviews final work for verbal, audio, print, and visual adherence to product specifications.
IV. Presenting:
Initial External Showing Stage: Shows project to the client
Members: Team Ailie and Client
Requests client feedback as a formal step in the creative process.
Final Redrafting Stage: Decides ways to enter client feedback into the project.
Members: Team Ailie
Incorporates agreed-upon suggestions for improvement from the client’s vantage point.
Final External Showing Stage: Shows revised the project to the client.
Members: Team Ailie and Client
Discusses the final project with the client after the final show.
Considers potential future steps that could be taken at a later date. For example, over time, if selected audience shifts or products change, new or revised branding could be created.