CREATIVE PROCESS

A Proven, End‑to‑End Methodology

I lead creative projects through a structured process blending strategy, brand stewardship, and collaboration. Each phase aligns creative ambition with business goals to deliver work that is both distinctive and high‑performing. This proven methodology has been applied across global brands, adapting seamlessly to new technologies and remaining scalable, equally adaptable for both large, multi-channel campaigns and smaller, fast-turnaround projects. Above all, it is designed to inspire teams as much as audiences.

Phase 1 – Discovery & Understanding

Establishing clarity and direction

Every successful project begins with a clear and well-defined brief. This ensures objectives, expectations, and success measures are understood and agreed upon before the creative journey begins. By discussing and refining the brief with stakeholders, we establish alignment and lay the foundation for successful work.

  • Discuss the brief with stakeholders to clarify intent and priorities.

  • Define objectives, deliverables, and key performance indicators (KPIs) to set clear expectations.

  • Map scope, formats, timelines, and budget to prevent scope creep.

  • Research brand, audience, competitors, and trends to ground ideas in insight.

  • Visualise tone and style through curated moodboards.

  • Stakeholder Sharing #1 – present early findings to align vision and secure buy‑in.

Phase 2 – Ideas & Concepts

Generating and shaping creative solutions

  • Facilitate creative sessions to generate a diverse range of ideas.

  • Shape concepts using the Issue–Insight–Idea–Impact framework. Example: Addressing declining engagement (Issue), we identified a need for interactive content (Insight) and developed tutorials (Idea), increasing interaction by 30% and boosting loyalty (Impact).

  • Explore visual expressions across brand touchpoints.

  • Stakeholder Sharing #2 – share concepts for validation and feedback.

Phase 3 – Design & Refinement

Developing and testing brand‑aligned designs

  • Translate chosen concepts into detailed, brand‑aligned designs.

  • Test designs against objectives, audience needs, and technical requirements to ensure alignment.

  • Refine with iterative feedback.

  • Stakeholder Sharing #3 – present near‑final designs for broad input.

Phase 4 – Finalisation & Delivery

Reviewing, revising, and preparing for launch

  • Conduct a final review for quality and strategic alignment.

  • Apply revisions and confirm production readiness.

  • Secure formal stakeholder sign‑off.

Phase 5 – Handover & Execution

Delivering assets and capturing insights

  • Deliver approved assets in the required formats.

  • Oversee production to ensure quality and brand fidelity.

  • Stakeholder Sharing #4 – review launch, capture insights, and inform future projects.


This methodology ensures every project is:

  • Creatively distinctive – ideas that stand out and inspire.

  • Strategically sound – grounded in research and aligned with business goals.

  • Commercially effective – delivering measurable impact and brand growth.

  • Future‑ready – evolving with new technologies and audience behaviours.


Adaptability for Smaller Projects

For smaller briefs or fast‑turnaround work, this methodology is applied in a streamlined, sprint‑style format – phases are compressed but never skipped, ensuring clarity, creativity, and measurable impact without unnecessary complexity.

Alignment & Transparency

Whether it’s a 6‑week campaign or a 1‑day sprint, the process is always mapped and shared with all stakeholders and teams. This ensures clarity, transparency, and alignment – so everyone moves forward with confidence from briefing to delivery.