Right-brain work has some left-brain method to it. Mine looks like this:
IMMERSION + DECONSTRUCTION + DESIGN
Immersion is unbridled discovery. It begins with a lot of humble “I don’t knows” about the subject and ends with a few confident “I think I knows” after intensive study and research. I dig digging in.
Deconstruction is organized learning. This is where all the pieces—business goals, data, research, brainstorms, sketches, notes and past experience—are sifted and sorted into silos of sense. The creative strategic concept is born here, and that launches the work.
Design is informed making that can be targeted, scaled and repeated for hungry customers and new, untapped audiences. It takes time, thought and an insane love of detail.
These disciplines converge throughout the process and—when coupled with active client participation—lead to imaginative solutions. Plus, it’s a whole lot of fun.