Effective process leads to good design
At Gendall, we aim to create powerful, clear, memorable and truthful communications. But that doesn’t just happen by chance. Over the years we have developed a tried and tested design process which is simple, yet effective. Each job is closely managed and driven by a designated project manager who will be your main point of contact throughout the process – making sure the end result is on brief, on time and on budget.
Step 1: Analysis
We start with analysis. This might be as simple as asking a lot of questions at an in-depth briefing meeting, but often it’s more than that, sometimes much more. Consultancy approaches can range from focus groups and workshops to audience or technical research. In fact we use whatever means will best enable us to clearly focus the design problem. Sometimes those means will be surprising and imaginative (because imagination matters as much at this stage as it does at the next – you’re unlikely to get a creative solution from a dull brief, no matter how detailed or accurate it is). So while you may be familiar with some of the tools we use in our branding or communication workshops, we will also apply some unique approaches which will get to the heart of what your audiences feel as well as what they think they know.
Step 2: Creativity
We love creativity; after all, that’s why we became designers in the first place. Our job, at its simplest level, is to communicate your message using the elements of colour, type and image, through the most appropriate medium. But we strive for more than that. We prize the idea – the one customers will remember, the one that changes or challenges perception. That’s where the real hard work is. Creativity is a team process at Gendall, and there is always more than one answer to a problem. So although we’ll have a lot of ideas, we’ll only show you the ones that we believe are correct. Then, in close consultation with you, we’ll refine the final concepts and move them forward into production.
Step 3: Implementation
It’s no good having brilliant ideas if you can’t implement them properly. Our highly skilled and trained designers, programmers and artworkers do that, and our project managers are there to make sure the job gets done smoothly. But it’s also about knowing the right external contractors for the job – so if needed, we’ll bring in writers, photographers, illustrators, media buyers, specialist printers, filmmakers… in fact anyone who will help us to get your message across effectively. The end result of the process, whether a website, brochure, exhibition, packaging or brand will be the result of a carefully orchestrated team effort.
