My carefully considered process goes
a little something like this...
Listen and Research
Analyze and Define
Create and Reflect
Reason/Validate and Present
L I S T E N  &  B E  C U R I O U S
Designers need to work from context and humanize the client or customer.
I begin with a discovery phase of intentional listening and deep research.
I approach each project as an opportunity to learn and I practice active listening to the clients needs. I absorb their content and perspective, and do not assume anything.
Being curious is a trait I have that makes this part of the project fascinating.
D E F I N E  T H E  G O A L S
Then, I define the goals of the project.
Building the project brief together with the client, and identifying their goals
and what success look like for them, is an important part of the process that
leads to the success of the final solution.
T E L L I N G  T H E  S T O R Y​​​​​​​
Then, I begin to plan the format, layout, and creative direction. This is a combination of working intuitively and strategically. I plan layouts by researching, planning format and scale, and sketching grids off and on the computer. The pacing is planned by creating book maps and book analog prototypes. I brainstorm the creative direction by mind mapping, collecting reference and inspiration from the research. 
Then, I reflect on the solutions. Have I met the client’s goals, is the direction going to delight or surprise, have I pushed expectations, and have I helped the reader to learn something new or see this product in a new way? 
S O L U T I O N​​​​​​​
Next, I presented solutions by developing a deck. The brand attributes were defined for the client and each of the three design directions were validated with reasoning, a concept explained, and a distinct design direction. Three design directions were presented to the client ranging from the classic and conservative to the more audacious. ​​​​​​​
The best works when we collaborate.
The client is pleased with how their brand attributes and values have been reflected in the visuals and have given the go ahead to expand the book from 45 pages to a 100-page brand book manifesto.
Book design produced while working with Ross/Madrid Group
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