Concept Generation is the core of the project. We take the Creative Brief, the research, the mood board and the insights we’ve had along the way and generate several rough concepts.
We choose the most promising concept and develop it until it is ready to be presented to the decision-makers. During the presentation of our recommended concept, we discuss how it relates to the Creative Brief, the target audience and research findings.
If the concept is not approved as presented, we talk about how to refine it, then iterate until the concept is approved.
This approved concept becomes the Core Artwork — the foundation for the rest of the project.
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