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Fall 2008

> Trends: Investing for
the Big Apple
> Creative: The process
of great design
> Perspective: Who
knows which way
the wind blows?
> Digest: Quick hits on
money and marketing
> Update: Industry and
agency news

Summer 2008


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Wickware Quarterly > Fall 2008 > Creative: The process of great design

 
CREATIVE /
The process of great design


Graphic design is a subjective art form, and breakthrough ideas are more often the result of mysterious inspiration than cold calculation. Even so, having a clearly-defined process can be a critical factor in the success of a design project.

 


At Wickware Communications, we follow a process that adapts elements of the design frameworks recommended by the American Institute of Graphic Arts and the United Kingdom’s Design Council. The result is a four-step process that succeeds in linking design outcomes to practical business needs.

Our view
When design takes place within pre-established design conventions, it may be possible to skip directly to the third or fourth step. But when the mission is to establish a new identity or create a fresh visual language, a process-driven approach can pay both creative and practical dividends.

A clear understanding of business, brand, and competitive imperatives provides the foundation for design that is relevant and original. A linear approach empowers you to articulate the design process and gain buy-in from stakeholders—such as sales and executive teams. For design to succeed, strong creative and solid buy-in can be equally important. //

 

 

 

 

 

 

 

 



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