How Process Guideposts Keep Creativity Steady

Creatives and working folk of all kinds will tell you that certain types of structure are essential to supporting their practice. Writing, visual art, graphic design, and business development are all acts of creativity that benefit from a commitment to consistency. There’s something about forging a reliable container that allows our brains to run free. Of course, spontaneous creativity (that exciting, swept-away feeling that can strike at any time and be worked with spectacularly if we can drop what we’re doing) is also marvelous and essential, but that’s a topic for a different article. 

Here at Williamson Creative Agency (WCA), we know the strength of structured creativity. That’s why we look to our 7 Creative Phases at the outset of any new project: style guides and glances, website design, branding, and more. We use these phases with new and returning clients alike. Approaching our client collaborations on a path with clear guideposts ensures that we never lose sight of the overall vision and objectives. 

We use our Creative Phases as a container for collaboration so that clients feel both proud and a part of their final products. Some clients even experience a shift in their organization’s needs as we work through these phases together. This structure supports emergent needs without running in surprising directions. At the heart of what we do is a deep care for the success of those we work with, on their terms, with strategy guiding our way. Our 7 Creative Phases keep us oriented to that vision and aligned on how we’re getting there. 

Phase 1: Inquiry

Inquiry calls are essential to the start of a new relationship or initiative. We talk through the scope and timeline broadly, gather any project details we need to prepare a proposal and an estimate with our recommended offerings, and complete the phase with the signed contract and payment. This phase grounds us in process and structure, helping to set the tone of our collaboration.

Phase 2: Clarity

This is when “the net” of possibilities is widest. Through each following phase, we get closer to the output we love.  We engage in generative conversation and collaborative activities so we can get to the heart of a new project while making a thorough plan for its completion. Without this phase, how are we to know the nuances? We value interactive dialogue that helps us see the big picture.

Phase 3: Materials

Phase 3 is all about gathering the assets we need to get the project done. This is when the client takes time to gather any photos, graphics, text, or other existing materials necessary to inspire or create the deliverables. Our design choices are content-forward: the inputs drastically affect the outputs. We consider this its own phase because sometimes, gathering the final pieces is a heavy lift. 

Phase 4: Brief

We offset a phase for briefing because it’s incredibly important to us to fully align with our client’s vision. During this phase, WCA conducts divergent research and prepares a written summary of Phases 1-3. Before we continue, all project stakeholders sign off on the brief. This is an important way to ensure we are centering the client experiences and consent as we offer the strategic insight we were brought in for. Emergent needs coming to light? They often do at this stage. We’ll address them now, and at every phase going forward, with deliberate opportunities to revisit the scope.

Phase 5: Mockup 

WCA creates and delivers a graphics-driven summary so that our clients can take an early look at the visual direction of the project. This usually takes the form of layout mockups, templates, or style glances. At this point, strong strategy — not preference — is guiding our choices. Thankfully, we’ve already aligned on our “whys”.

Phase 6: Drafts

This is when the rubber really hits the road! Thanks to all the guideposts of previous phases, we are able to create beautiful, functional designs. Our agreed-upon number of revisions allows us to set a realistic pace for the process with room for feedback and excitement. We’re so close to completion!

Phase 7: Launch

And now it’s time to bloom! By the time we arrive at our final phase, we’re synced on needs, direction, and strategy, so there’s not much room for surprise. Although it’s framed as the last step, it rarely is. Sometimes, it means we can begin the process on other deliverables and continue the journey! 

How do you and your team like to structure your time or processes so creativity can flourish?