Upfront Strategy Pays Off

One of the most exciting moments of a project is when we’re finally able to present designs to a client. It’s exciting! A new concept brought to life. Sometimes the reception is great – “We love it!” – but occasionally we need to head back to the drawing board and workshop features or elements to make sure that the concept is just right. Maybe the language needs some tweaks or the design needs adjustments. 

Of course we hope to get to that moment of success as quickly as possible. And one way to expedite the process and avoid the back-and-forth is by putting in the work upfront – before designs are even underway. 

Upfront strategy can take several different forms. For a smaller project, maybe it looks like internal discussions about specific goals and indicators of success. For a rebrand or a website overhaul – or anything larger scale – the upfront strategy work may include stakeholder interviews, moodboards, sitemap iterations, and a detailed creative brief process. While it seems like a lot to do before seeing any deliverables, the reality is that upfront strategy will create a smoother path for every subsequent phase of a project. 

We recently partnered with Children’s Rights, a national child advocacy nonprofit, on a website redesign and digital ad campaign. This was a big step for the organization, so the project began with significant discovery work that identified key areas for improvement and creative directions for the project. And the upfront strategy paid off. With a solid understanding of project goals and desired outcomes, we were able to produce a dynamic site and campaign that meshed well with Children’s Rights’ vision for their digital presence. 

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