My approach to creating effective, award winning solutions is to lead intimate, relaxed sessions with a team from a whiteboard through a programme of five controlled transformational phases of group work; discover, interpret, plan, ideate and execute. From the front I use series of effective thinking techniques to encourage associative third-person perspective brainstorming along a tight direction as we move towards each milestone and ultimately the deadline. This process incorporates the three design disciplines; Tapping into the history of classical design (form and content), the strategies of design thinking (customer needs) and in synthesis with the requirements of computational design (real time, mobile computing).

2. © Copyright S J Wilson www.stuwilson.co.uk
WHAT IS MY APPROACH AS A CREATIVE DIRECTOR?
My approach to creating effective, award winning solutions is to lead intimate,
relaxed sessions with a team from a whiteboard through a programme of five
controlled transformational phases of group work; discover, interpret, plan,
ideate and execute. From the front I use series of effective thinking techniques to
encourage associative third-person perspective brainstorming along a tight
direction as we move towards each milestone and ultimately the deadline. This
process incorporates the three design disciplines; Tapping into the history of
classical design (form and content), the strategies of design thinking (customer
needs) and in synthesis with the requirements of computational design (real
time, mobile computing).

3. © Copyright S J Wilson www.stuwilson.co.uk
1. DISCOVER
Listen to the problem we have to solve.
Before anything else, perform a deep and rigorous analysis of the client brief to
understand the problem's size and scope.
Understand the brand, its business, its products and services.
Familiarise ourselves with the brand, the brand purpose and how the brand
architecture operates. Understand how the business works, its product
segmentation and any relationships within that product line.
Focus on the brand's customers, its marketplace and its competitors.
Using data and research, understand the audience and the current customer
mindset. Discover the marketplace and find out who their competitors are.

4. © Copyright S J Wilson www.stuwilson.co.uk
2. INTERPRET
Listen for clues. Where are the fixes? Where can we improve, or add value to the
overall mix?
Make some assumptions and look for opportunities. Test the water. What are the
media choices mapped against the customer opportunity and how do they
surround each prospect?
Use data, insight and psychology to articulate our response.
At this stage it is time for insight mining within intensive group brainstorming
sessions. Build a picture of requirements and stressors. Test assumptions. Invent
paradigms, form a response and articulate it internally.

5. © Copyright S J Wilson www.stuwilson.co.uk
3. PLAN
Start making informed decisions.
Nominate the platform idea. Start writing a cultural value proposition.
How are we going to communicate to our targeted prospects?
Form an approach. Map out how all the clustering systems fit together to
establish the individual marketing modules. Represent it as a customer funnel
towards the satisfaction - an aim or goal for both the ambitions of the target
audience and the brand.

6. © Copyright S J Wilson www.stuwilson.co.uk
4. IDEATE
Ideas will sound themselves out as a result of rigour.
Investigate and stress test every known facet of the big idea. Know it inside out
and become the author and expert on its subject matter. Look at competitor work
in this area / sector. Look around for inspiration and case studies to current best
practice. Look for what is not occupied in terms of positioning. Find out the gap.

7. © Copyright S J Wilson www.stuwilson.co.uk
5. EXECUTE
Exactly what are we going to make to execute the strategy?
Establish a toolkit that needs to be delivered, in the form of a shopping list, that
the whole team understands. Do costings on that shopping list. Once the
executables have been identified begin writing concepts using copy and art.
Begin UX user workflow planning. Be precise in your language. Sharpen the
pencil on everything.
How will the finished deliverables sing?
Write or mood board a design proposition and tone of voice guide. Encourage
the design team to make their own mood boards and then triangulate a master
document that everyone kneels before.

8. © Copyright S J Wilson www.stuwilson.co.uk

9. © Copyright S J Wilson www.stuwilson.co.uk

10. © Copyright S J Wilson www.stuwilson.co.uk

11. © Copyright S J Wilson www.stuwilson.co.uk

12. © Copyright S J Wilson www.stuwilson.co.uk

13. © Copyright S J Wilson www.stuwilson.co.uk

14. © Copyright S J Wilson www.stuwilson.co.uk

15. © Copyright S J Wilson www.stuwilson.co.uk

16. © Copyright S J Wilson www.stuwilson.co.uk

18. Creative Process - Visual Design
1. The Brief
2. Ideation
3. Moodboard
4. Test Strip
5. Production
6. Delivery

19. 1. The Brief

20. THE BRIEF IS YOUR LIFE

21. THE BRIEF
The most important piece of paper in the building.
The Creative Brief, The Product Brief and The Amends/Task Brief.
A good brief is a springboard for the creative idea.
A good brief is also a treasure map.

22. 22
22
TOTALLY
CONSUME
THE
BRIEF

23. 2. Ideation

24. 24
24
PUT DOWN YOUR
THOUGHTSGet a pencil and some paper, avoid going straight to the computer.

25. 25
25

26. 26
26
START WITH
SPIDER DIAGRAMSBegin the process of emptying your head of first thoughts before organising them.

27. 27
27

28. 28
28

29. 29
29
ORGANISE YOUR
THINKINGLook for patterns and correlation. This is how you join the dots.

30. 30
30

31. 31
31

32. 32
32

33. 33
33
BUILD YOUR
THOUGHTSAs you record your insights piece them together into the big picture.

34. 34
34

35. 35
35

36. 36
36
STRATEGIC THINKING
LEADS TO BREAKTHROUGHS
Eureka moments are born of following a process you know works consistently.

37. 37
37

38. 38
38
IDEATION IS
TESTING ASSUMPTIONSAs you record your insights piece them together into the big picture.

39. 39
39

40. 40
40
EXPRESS YOUR
IDEA SIMPLYSometimes just writing down a simple sentence crystallises everything.

41. 41
41

42. 42
42
BEING PLAYFUL
CAN GET RESULTSHow does something sound, or feel, or evoke? Play with meaning.

43. 43
43

44. 3. Moodboard

45. 45
45
FIRSTLY LOOK
AT COMPETITORSBecome the expert of your sector. Live and breathe what they do so you learn.

47. 47
47
GO BY YOUR GUTTrust your intuition.
Go find references that you can see in your mind, feel in your heart.

49. 49
49
FIND MORE GOLDAgain, build the look and feel by discovering further instances out there.

50. 5050

51. 51
51
NOW HONE INMake decisions on one direction and build a case for that.

53. 53
53
FEELTHE CHARACTERBy now, you know the personality and flavour so prove it by rolling it out.

55. 55
55
REFINE,REFINE,REFINE.Go for the purist. Start committing yourself to bring this to life.

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LEAVE NO STONE
UNTURNEDDon’t leave anything to guess-work. Use attention-to-detail to get it just right.

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59
ADAPT THE FEEL
INTO OTHERAREASIntegration of your design should becoming clearer and easier to implement.

62. 4. Test Strip

63. 63
63
TEST, MEASURE,
DECIDE.You’ve got to go there to come back. Try hard to find what works and what doesn’t.

70. 70
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71

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JUSTIFYProve your vision works. Show your thinking.

73. 73
73

76. 5. Production

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COMMIT IT TO STONENow is the time to really nail this thing down. You’ve got the idea now make it work.

79. BUYERS’
APP
SELLERS’
APP

80. 80
80
COLLABORATE w/UXCall a meeting, call a few! Sit down and share your thinking with the UXer.

81. Search entire
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82. 82
82
GET THE PENCILS OUTStart paper prototyping together by sharing thoughts on paper.

86. 86
86
SPEAK TO A DEVBefore you do anything else, please show your thinking to a developer.

87. 87
87
NOW GET THE
SOFTWARE OUTThis is the moment to finally commit to using software tools to begin building.

89. What are you looking for...
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Cost
Location N10 3PJ
£50 - £100
Style Industrial
Colour Silver
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For the home > Lighting
> Wall Lights > Stainless
Steel > Light
Brightness 100 watt
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Brand Salcombe
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Cost
Location N10 3PJ
£50 - £100
Style Industrial
Colour Silver
Request I’m doneCancel
For the home > Lighting
> Wall Lights > Stainless
Steel > Light
Brightness 100 watt
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Industrial Wall Light
£50 - £100
Attributes:
Cost £50-£100, Location: N10 3PJ, Style: Industrial,
Colour: Silver, Brand: Salcombe, Brightness: 100 watt.
Description:
Must illuminate quite an open space. Looking for an in-
dustrial / seafaring character. Would ideally like frosted
glass type in stainless steel cage. Read more >
Sed ut perspiciatis unde
£200
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28 Aug 2015 >
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Created
9 Sep 2015 >
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Edited
17 Sep 2015 >
Industrial Wall Light
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Created
20 Sep 2015 >
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Mon, 14 Sep, 08:41
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Mon, 21 Sep, 12:27
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Today 18:35
Delivered
Let me think about it.
Done!!!
Just wondering, would you
do a deal if I buy five of them?
I’ve got these?
I’ll send you the product page.
Crouch End LightingBack

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My Shop
WANTED CHATS ORDERSOFFERS
Metal Ceiling Light
£50 - £100
Paper Lamp Shade
My Shop
WANTED CHATS ORDERSOFFERS
Ben Rickard
June Li
John Doe
Rebecca Leung
Todd Smith
Jenny Wong
Martin Brown
Metal Ceiling Light
Ben Rickard
£50 - £100
Full item description
Created 21 Sep 2015
1 of 3
Ben’s house
10
My Shop
WANTED CHATS ORDERSOFFERS
Ben Rickard £49.99
£29.99June Li
My Shop
WANTED CHATS ORDERSOFFERS
Ben Rickard £49.99
£79.99Rebecca Leung
My Shop
WANTED CHATS ORDERSOFFERS
Message
Brring Messenger
Wed, 23 Sep, 19:00
Brring Messenger
Thurs, 24 Sep, 10:14
Brring Messenger
Today 18:35
How do I fit them then?
Ok, thanks. I’ll accept now.
I guess I’d be better getting
an electrician in to do it?
Single 3mm Drill.
I know a good one.
Back
Ben Rickard
2 for £90

91. 6. Delivery

92. 92
92
ROLLIT OUT!
MAKE WORK THAT
WORKS.Double down on attention-to-detail, in strategy, in articulation - sell the original vision.

100. 100
100
SIMPLIFY!Use the power of reduction to tell the story of your work.

101. CREATIVE PROCESS
UNDERSTAND
THE BRIEF
STAGE 1 STAGE 2 STAGE 3 STAGE 4 STAGE 5
IDEATE
YOUR VISION
MOODBOARD
TREATMENT
TEST STRIP PRODUCTION
Interpret.
Join the dots.
Have an idea.
Have an opinion.
Ask a question.
Ask your Creative
Director questions if
you want to clarify
what the brief is
asking.
Work in low fidelity,
like pencil and
paper.
Invite the Creative
Director so he can
see your thinking
before you go any
further.
Use Pinterest,
Behance, Dribbble
as fountains of
inspiration to
formulate an art
direction and
styling.
Again invite your
Creative Director to
show your thinking.
Get a couple of
elements in
position to gauge
how the style is
really working.
Once again, invite
your Creative
Director so show
where you are going.
By now you should
have full
permission to
execute freely
All you have to do
now is land this.
There should be a
couple of WIPs with
your Creative
Director.

102. CREATIVE PROCESS
UNDERSTAND
THE BRIEF
STAGE 1 STAGE 2 STAGE 3 STAGE 4 STAGE 5
IDEATE
YOUR VISION
MOODBOARD
TREATMENT
TEST STRIP PRODUCTION
Interpret.
Join the dots.
Have an idea.
Have an opinion.
Ask a question.
Ask your Creative
Director questions if
you want to clarify
what the brief is
asking.
Work in low fidelity,
like pencil and
paper.
Invite the Creative
Director so he can
see your thinking
before you go any
further.
Take a risk.
Borrow interest.
Find some
inspiration out there
in the real world and
collate and curate it.
Again invite your
Creative Director to
show your thinking.
Get a couple of
elements in position
to safely gauge how
the style is really
working.
Once again, invite
your Creative
Director so show
where you are
going.
By now you should
have full permission
to execute freely
All you have to do
now is land this.
There should be a
couple of WIPs with
your Creative
Director.
This process works for:
App Development
Websites / Microsites
Branded content videos
Animations
Social Media
White papers / Books
Corporate Identity
Visual Identity Rollout
PressAd, Poster
OutDoor / Digital OutDoor
BannerAdvertising
AR/VR