March 27, 2009

Behind the curtain: An idea evolves

When it comes to creating communications that work, there’s no substitute for … time.

A quick sketch, a few words – this is how an idea is conceived. How it evolves is another matter.

The few words are expounded upon; in the light of the next day, they may be replaced. The day after, revised. Along the way, the new language gives rise to new ideas for imagery.

But as copy draft breezes into design, this new imagery may be problematic. See? There’s a better image right here.

Only the "better image" begs a new headline, phrase or word.

The end product — now far away from the first quick sketch and few words — is now ready to share with the client, who will have other ideas.

The evolution continues. But the final product will be worth it.