Production starts when we begin putting words on a blank page. This phase is where we start playing with language, allowing the characters, ideas, and themes that we explored during the direction phase to unfold. We find the rhythm of the words, letting them flow from our minds through our fingertips. Sometimes we strike gold. Other times, we have to stop and really think our way through the right way to tell our client’s story.
If we feel like we need more information, or if we feel that there are better ideas on the horizon, we may return back to the direction phase. We might call our clients with more questions or take a walk to let our minds process everything we took in. Typically, though, the inspiration that sparks from the direction phase fuels our creative fire, giving us the momentum to write a rough draft.
There is a subtle difference between “good”, “great”, and “incredible” stories; audiences can feel the difference. We strive to tell stories in a way that immerses the reader from beginning to end and has the potential to reach the minds and hearts of as many people as possible. Feedback is integral to crafting a story with this level of impact.
The refinement phase of the Creative Triad is where we smooth out the rough edges and perfect the language. We read our work out loud to feel the rhythm and cadence, ensuring that each sentence will resonate with readers. We might return to the production or direction phases, fine-tuning any words or ideas that seem out of place while staying true to our client and their story as a whole.
We don’t just refine individual pieces of content; over time, we refine the direction of our company and ongoing projects with better ideas so that we can always expand the reach of the stories we tell.