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My Personal Art
Starting at square one. When I’m hired for a project, I begin the process with an empty slate. I don’t bring any recommendations or solutions to the table. Over the years I’ve learned that every project is unique to some degree. So before any concept work can begin, customers must determine what their "USP" or unique selling proposition is. What do they want to say to their audience? What is their offering? What is their position in the marketplace? What is their competition doing? How are they doing it better? Answering these and other important questions is critical to the success of a project. Occasionally a customer will supply me with a creative brief which answers some important questions. But most times, I supply a more comprehensive creative input questionnaire that clients can complete. Bottom line… only after all the information is in hand and the communication goals established, do I put pencil to paper. Or hand to mouse!