CREATIVE DIRECTION

EVERY PROJECT HAS A MISSION

My Approach

Creative direction is the unifying vision that connects a project’s strategy with its creative execution. It ensures all elements, from design to copy, tell a consistent story. This guidance is crucial for avoiding fragmented projects, aligning the team, and transforming a collection of efforts into a cohesive and memorable experience for the audience.

CREATIVE CLIENTS

VIRGINIA DEPARTMENT OF HEALTH

PINNACLE LIVING

A. SMITH BOWMAN DISTILLERY

VIRGINIA ENERY SENSE

MAOLA

CROSSKEYS VINEYARD

TEXAS INN

Housing Families First Collateral
Housing Families First Direct Mailer
Pinnacle Living Direct Mailers
Pinnacle Living Print Ads
A. Smith Bowman Distillery Cocktail Recipe Book
A. Smith Bowman Distillery Rack Card
Atlas42 Expo Booklet
Osprey Logo on a Table Tent
Respect Richmond Display Ads
VDH COVIDWISE Digital Ads
Vintage postcard design for Texas Inn
Magnet designs for Texas Inn

My Process

Phase 1: Discovery & Strategy

    I start with understanding the project’s purpose, audience, and goals. You have to ask the right questions before you start creating.

    • Identify the core problem to be solved. What is the business goal? What emotion or message do we need to convey?
    • Understand the target audience’s demographics, psychographics, and consumption habits. Analyze competitor creative work to find opportunities for differentiation. Identify trends and cultural shifts that might influence the creative.
    • Define the Big Idea or the overarching concept. Develop a Mood Board to establish the visual and tonal direction. Write a Creative Brief that encapsulates the strategy and will guide the team. This document should answer:
      • What is the single-minded proposition?
      • Who are we talking to?
      • What is the key message?
      • What is the desired tone and feeling?

    Phase 2: Concept & Design

    This is where the ideas from Phase 1 start to take a tangible form. It’s a highly collaborative and iterative process.

    • Encourage a free flow of ideas based on the creative brief. Challenge the team to think beyond the obvious and explore multiple creative routes.
    • Guide the team to ensure their work aligns with the creative strategy and mood board. Provide constructive feedback, push for stronger solutions, and ensure consistency across all elements (e.g., logo, color palette, typography, voice, and tone). This is where you might approve a few “hero” concepts to present.
    • Articulate the “why” behind each concept. Explain how it solves the business problem and connects with the target audience. Be prepared to defend the creative choices and manage feedback.

    Phase 3: Production & Development

    Once the concept is approved, I shift the focus to bringing the creative vision to life. This phase requires meticulous attention to detail.

    • Ensure the plan aligns with the approved concept. Vet and approve external partners to ensure they can deliver the desired quality.
    • Be present during production (e.g., on a photoshoot or video shoot) to provide real-time feedback and ensure the output matches the creative vision. Conduct regular check-ins with the team to review progress and maintain quality control.
    • Approve final files, retouches, and edits. Make sure all assets are production-ready and meet the technical specifications.

    Phase 4: Launch & Review

      Ensure the launch is smooth and the creative is presented as intended on all platforms.

      • Use data (e.g., engagement rates, conversions, brand lift) to understand the creative’s impact.
      • Use these learnings to inform future projects.
      • Celebrate the wins and learn from the challenges.
      • This feedback loop is crucial for the continuous improvement of the creative process.