Brand Identity
Brand Identity/ Strategic Creative Led/ Discovery/ Strategy/ Expression/ Execution
Understanding client’s story, business, audience, stakeholders, challenges, plans and actions.
TEAM
Strategist (Brand or Comms Strategist) leads.
Account service manages the phase.
Involving all or any combination of:
Lead Designer
Account Director
Production Manager
Project Director
Specialist Partners
STEPS
01. Initial Scoping & Estimate
Account Director opens a job in JobBag. This is a non-billable phase.
a. Open job in Jobbag.
A ‘Scoping & Estimating’ non-billable phase is started.
b. Initial client briefing meeting is organised.
AD takes Strategist & Senior Designer.
c. Identify the process approach required.
The Strategic Creative, Design Led and Production Led approaches are examples of successful approaches.
These approaches are open for customising by the Account Director and communicated back to the project team.
d. High-Level Estimate.
AD & Strategist develop a summary of requirements and a High-Level Estimate for client.
e. Client sign-off on High-Level Estimate.
Client signs-off estimate before Discovery work starts. The job is billable after this point.
▼ High-Level & Fixed-Price Pricing Guide
▼ Scoping Checklist
▼ Client Brief Form
Brand Identity/ Strategic Creative Led/ Discovery/ Strategy/ Expression/ Execution
Understanding client’s story, business, audience, stakeholders, challenges, plans and actions.
02. Discovery Workshop
Strategist plans Discovery Workshop framework.
a. Live billable job starts.
Account Managers, Digital Producers & Resource Planners schedule tasks.
b. Discovery Workshop Preparation.
Strategist develops the outline & objectives and leads workshop.
c. Collaboration between client, audience and Strategist begins
Understanding client’s story, business, audience, stakeholders, challenges, plans and actions.
d. Detailed planning starts.
AD plans our approach to the creative strategic solution:
Brief
Estimates/quote
Planning/scheduling
Timeline
e. Internal Scope & Budget Check.
Account Director or Strategist discuss scope, budget and project plan with internal project team before sharing with client
▼ Discovery checklist
Brand Identity/ Strategic Creative Led/ Discovery/ Strategy/ Expression/ Execution
Defining the overall approach/theme driven by audience’s insights.
STEPS
01. Define the Strategic Direction
Strategist recommends the Strategic Direction based on discovery workshop input.
a. Strategic recommendation.
Research & insights.
Tone & feel.
Territories.
Content approaches & matrix.
Channels.
Messaging.
Structure.
▼ Branding Strategy Recommendations Template
▼ Naming Strategy Recommendations Template
▼ Content Matrix Template
Brand Identity/ Strategic Creative Led/ Discovery/ Strategy/ Expression/ Execution
Defining the overall approach/theme driven by audience’s insights.
02. Define Content Scope
Strategist & Designer define content solutions. Internal & external specialist skills utilised.
a. Strategist & Designer high-level solution.
Tone/feel
High-level structure (page plan)
High impact content
Online & offline integration
b. Strategist & Designer define content solution.
Content scope and approach defined
Content briefs defined
c. Account Manager creates content plan
Detailed content matrix created
Content budget
Detailed content schedule
Content migration plan created
▼ Content is King – Content First Approach
▼ GatherContent User Guide
▼ Page Plan Template
Brand Identity/ Strategic Creative Led/ Discovery/ Strategy/ Expression/ Execution
Defining the overall approach/theme driven by audience’s insights.
03. Collab Session
All relevant team skills are brought together to agree a process and to deliver one cohesive strategy for the client that can be delivered technically, on time and on budget.
Brand Identity/ Strategic Creative Led/ Discovery/ Strategy/ Expression/ Execution
Defining the overall approach/theme driven by audience’s insights.
04. Reverse Brief, Scope of Work & Fixed Price Quote
Before work continues, a reversed brief, scope of work and fixed Price are prepared for client sign off.
a. Reverse brief.
Strategist and Account Director prepare the Reverse Brief. Providing clarity of what we are going to achieve.
b. Scope of Work.
Strategist and Account Director prepare the Scope of Work. Clarifying what we will deliver and when.
c. Fixed Price Quote.
Account Director prepares a fixed price quote. Providing clarity of what the project will cost.
d. Client sign-off of reverse brief, scope and fixed price quote.
Account Director receives sign-off before work is continued.
▼ High-Level & Fixed-Price Pricing Guide
▼ Reverse Brief Guide
Brand Identity/ Strategic Creative Led/ Discovery/ Strategy/ Expression/ Execution
Defining the overall approach/theme driven by audience’s insights.
05. Mood boards/ideas on a page
Senior Designer and Strategist develop mood boards.
Quick story-telling
Visual tone & feel
Fail fast. Don’t go too far without client sign-off, leave budget in the tank
Conceptual thinking only. No design at this stage to suggest this is the client’s final design.