CREATIVE PROCESS

A Proven, End‑to‑End Methodology

I lead creative projects through a structured process that blends 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 and is designed to scale – working equally well for large, multi-channel programmes and smaller, fast-turnaround briefs. Above all, it is built to inspire teams as much as audiences.

To support this methodology at pace, I’ve designed a sprint-based creative operating system, scaled in Asana, to enable clear, consistent and high-performing delivery.

Phase 1 – Discovery & Alignment

Establishing clarity and direction

Every successful project begins with a clear, well-defined brief. This phase ensures objectives, expectations and success measures are aligned before creative work begins.

  • Clarify intent and priorities through stakeholder discussions.

  • Define objectives, deliverables and key performance indicators (KPIs).

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

  • Research brand, audience, competitors and cultural context.

  • Visualise tone and style through curated moodboards.

  • Stakeholder Sharing #1 — early alignment and buy-in.

Phase 2 – Ideas & Concepts

Generating and shaping creative solutions

This phase focuses on generating and selecting strong, insight-led creative routes.

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

  • Shape concepts using the Issue–Insight–Idea–Impact framework.

  • Explore visual and verbal expression across relevant brand touchpoints.

  • Stakeholder Sharing #2 – concept validation.

Phase 3 – Concept Refinement

Sharpening and aligning the chosen direction

Selected concepts are refined into a clear, compelling and strategically aligned creative direction.

  • Refine messaging, narrative and visual direction for clarity and impact.

  • Ensure strong brand alignment and distinctiveness.

  • Test concepts against audience needs, channels and practical constraints.

  • Iterate collaboratively within agreed scope and objectives.

  • Stakeholder Sharing #3 – near-final concept review and alignment.

Phase 4 – Design & Copy Development

Building approved ideas across formats

Approved concepts are translated into detailed creative work across required formats.

  • Develop copy and design across agreed touchpoints.

  • Build campaign or project assets with consistency and craft.

  • Collaborate closely across disciplines to ensure cohesion and quality.

Phase 5 – Finalisation & Delivery

Quality control and launch readiness

This phase focuses on final quality checks and production readiness – not creative change.

  • Conduct final quality reviews against the brief and brand standards.

  • Confirm technical, legal and production requirements are met.

  • Prepare assets for delivery in all required formats.

  • Secure formal approval ahead of launch.

Phase 6 – Handover & Launch

Supporting execution

Final assets are handed over and supported through launch to ensure quality and brand fidelity.

  • Deliver approved assets to internal teams or external partners.

  • Support implementation and resolve executional queries.

Phase 7 – Review & Insights

Embedding learning

This phase ensures learning is captured and carried forward.

  • Review the launched work and its performance.

  • Capture insights and recommendations to inform future briefs.

  • Stakeholder Sharing #4 — launch review and next-step insights.

This methodology ensures every project is:

  • Creatively distinctive – ideas that stand out and inspire.

  • Strategically sound – grounded in insight 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 six-week campaign or a one-day sprint, the process is always clearly mapped and shared with stakeholders and teams. This ensures transparency, alignment and confidence from briefing through to delivery.