MY METHODOLOGY

STEP ONE: RESEARCH, ANALYSIS, THE JUICY BACKGROUND

Whether a new client, a new brief, or heck a new job altogether, I love the process of researching the bones out of something, finding new insights that might help challenge or refine a brief and if need be asking the tricky questions that will help ensure the end result is the right one. I don't have a defined process for this as such other than to immerse myself in it. Reading and re-reading the brief, noting questions no matter how small or silly (if I don't know the answer I can't be sure I'm doing the job justice), previous briefs / white papers / strategy documents, Google, meet and greets (ah yes I love to pick a good brain), YouTube, literature, case studies of competitors galore. What can I get my hands on to better understand both the organisation and the problem at hand. And how can I best contribute to the challenge of solving it.​

STEP TWO: YOU MUST KNOW YOUR AUDIENCE

You could say this falls under step 1 of how I approach a new project. Knowing anything and everything there is to know about the audience of a new product or service is CRITICAL to the success of it. But I separate this for the mere fact that it is one of the most important elements of any new project. YOU NEED TO KNOW YOUR AUDIENCE BEFORE YOU CAN BEGIN.​

STEP THREE: IT'S ALL IN THE BRIEF

You can't commit to any solutions or ideas until you have the picture clear in your own mind. How can you convince a collective of other contributors to grasp the problem, be inspired toward a solution, know how, when, what and where we are going to then deliver it. If you kick off with a bad brief you'll likely end with a terrible solution. But if you make your brief cohesive, engaging, fit for purpose, compelling and structured logically - you will get the result you need with the right team on board.

STEP FOUR: AN INVESTED INTEREST IN THE DESIGN PROCESS

IA, UX, UI, Wireframes, Design Development, Art Direction. It all sounds a bit over whelming doesn't it. I work with creative directors and senior designers to solve all these tricky complexities throughout the design process to maximise usability and customer engagement throughout. I couldn't do it without those skills supporting me. But if I didn't understand the ins and outs around how these aspects come together, I wouldn't be able to test the results. I love to challenge the architecture of the information on hand, I seek holes in the users experience to ensure we've covered all aspects and I keep abreast of best practice design so that the aesthetics continue to shine along the way too. In that respect I consider myself fortunate to be able to wear the hat of comms AND design, both of which has helped me immensely along the path of my career.​

STEP FIVE: RELATIONSHIP MANAGEMENT

While research, briefings and managing the quality of all deliverables are critical to the process, the relationships to deliver such outcomes cannot be undermined. I started my career as a junior and therefore understand that everyone, at every level, whether newbie or CEO, if passionate about the project are fundamental to the success of it. Each and everyone has a role in the process for that very reason. Because they are necessary in order to make the whole experience seamless and ensure the end result blows your mind. I therefore make it a core attribute of mine to ensure I build credible relationships across all touch points. I oversee and nurture those who are developing their skills and capabilities and I willingly become a companion to clients and internal stakeholders.

ONGOING AND ALWAYS: CONTENT IS KING

​Across all my projects the technical infrastructure and materials crafted need to be populated with rich, high-end, engaging content that connects in a compelling way with a pre-determined audience. Whether working with a copywriter to define clear objectives, copy points and a tone and manner; or an illustrator to establish an illustrative style that complements the brand equity already established; or a photographer who requires assistance with the creative approach, shot scenarios, production requirements, or talent sourcing - as a competent senior project lead / comms advisor I am confidently capable of managing all deliverables required to meet the strategic objectives of the brief.