The Benefit of Process – A designer’s perspective AND an account manager’s
Every profession has a process. Doctors, lawyers, engineers, politicians (some), teachers, architects, chefs, bricklayers, roofers, designers and the list goes on. The rules for regulating a given discipline will vary but the philosophy is the same: a systematic series of actions directed to some end. Imagine a roofer laying shingles without a tether, a doctor operating without the diagnosis of a patient, a construction worker framing a home without its foundation, or a teacher without a lesson plan. The methodology and protocols woven into a given profession are significant to the survival of an organization. Without it, conditions for failure are inevitable.
However, having a process or methodology does not constitute success. How you do things does matter. Consistency in maintaining the process provides stability. As variables change over time, modification to the process is essential. Adhering to the systems in place that govern the process is imperative. Think of any thing significant you do and think of how you can do it better. Are systems in place that support the process? Are individuals within the organization trained to utilize the same process on a consistent basis? Once in place, process can eliminate wasted time and energy, allowing the individual and company to be more profitable and creative. The practice of using the process on a consistent basis is crucial for any project that often makes the difference between success and failure.
You wouldn’t think it at first but process plays a significant role in design. Great designs don’t just happen. They begin with in-depth discovery sessions, trying to get the root of a client’s goal. At Red Thinking we refer to this as our kick-off. It gives the designers an opportunity to connect directly with the client, asking a variety of questions ranging from what brands they admire to what colors they hate and everything in between. After the initial kick-off, we designers are off and running; sketching our thoughts and researching for inspiration. Like everything in life, it takes a team to create something truly remarkable and we understand that. Which is why we have several internal review meetings before showing anything to our clients. It’s great to have a fresh pair of eyes on every project; it helps drive us to be more creative and in turn, produce really incredible and innovative creative for our clients. Once we are confident that our designs are in the right place it’s time for the client to see them! It’s always exciting to share our designs with clients. After spending hours researching, sketching and fine-tuning we become extremely dedicated to the project and look forward to the client smiles and feedback!
As an Account Manager, having an effective process has a huge impact on the quality and timeliness of a project – not to mention it reduces confusion and makes working on the project more enjoyable for all involved.
One of the most important aspects of successfully implementing a strategic process is to allow it to grow as your organization and clients’ needs change. At Red Thinking, we pride ourselves on our process and how efficiently and effectively we are able to work, and of course deliver sock-knocking creative, as a result of it. However, there are times when the process does break down. When this happens we are able to evaluate what the issue was – was it just a fluke specific to that one project, or does our process need to change and adapt? Being part of a small, and therefore nimble, organization we can make adjustments when and where needed, educate the rest of the team on these changes, and quickly implement them without missing a beat.
When Red Thinking creates a new process, or reworks an existing one, it is a collaborative effort that includes members from both the account management and design teams. This approach allows us to construct a methodology that supports and works for everyone. Taking into account these two different points of view from the very beginning results in a holistic approach that leaves little room for error. It’s what works for us and our clients definitely notice it!