We begin with questions, as the answers are vital. They generate understanding that drives our process. The perceptions of relevant markets, audiences and others define how we proceed.
What should be known about a subject? What do people think currently about a product, a service or a brand? What do they think that is accurate? What is not? What is the story? What should be expressed at a glance? What should be made memorable?
Probing conversations with clients launch our review, reveal insights and enable us to generate idea-driven solutions. The concepts that emerge are frequently unexpected.
Context and common sense are also key as we develop arresting, appropriate and provocative treatments. The results must attract attention, accelerate understanding and build recognition.