Frost Miller Group

05

Jan

2010

Before We Start Your Creative Project
Labels: Design
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We think the best way to start any project is to know all of the parameters we can first before generating ideas. So here's a few basic steps that guide our process. I guess you could call it our "pre-design checklist for success."

Stay ahead of the "Jones's"

What do the design elements of the competition look like? Whenever possible, we avoid using the same colors that have been used by the competition. Especially if the audience is already familiar with the competition. Our goal is to develop projects that stand out from the crowd but also keep them relevant. The last thing we want is for someone to view our product and say, "That looks just like so and so."

Learn from the past

Always pull out the materials from previous campaigns and study them. Which ones were successful and why? We find out which elements- colors, logos, tag lines, pictures-have equity and need to be retained. Looking at old materials will also help us determine how the new project should be presented. Are you going for "shock value" or a more subtle approach?

Think about the presentation

We design projects around their intended use and delivery method. Where will it be displayed? How will it be used? We are aware of such things such as if it will be mailed, handed out, folded, viewed from far or close up, will it sit in a stack or all alone, long life-short life, etc. All of these factors help us determine things such as type sizes and what stock to use.

Remember the future

Designing our graphic elements to stand the test of time is the goal. We'll produce a cool logo mark that will live for a few years to come just by adjusting the date or colors. Four-color layouts are designed to be transferred into black-only or spot colors down the road. If the project is a hit, then it might be used on other items that may not have been in our original scope of work. Vector logos without images can easily be used on specialty items, posters can become ads, web sites, emails, etc. Let FMG create a monster for you!

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Whit Robinson
Sr. Graphic Designer
Frost Miller Group


Whit translates our clients’ needs into the design concepts we use throughout their campaigns. For more than 15 years, he's helped a variety of retail clients like Circuit City Stores, Carmax, and Shopko Stores, and B-to-B clients like Discovery Education achieve their goals. He uses his experience to produce everything—annual reports, trade show materials, identity systems, displays, web concepts, educational tools, ad campaigns, direct mail and more. He regularly directs photo shoots, researches stock photo options, and conducts press checks. Whit holds a degree in communication arts and design from Virginia Commonwealth University. He claims to love cooking, although we've never seen tasted any evidence of it around the office.

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