How L2D approaches your design project

Every L2D communications solution is unique - specifically created for your business and your unique challenges. I don’t use templates, wizards or recycled clip art that predictably conveys a ‘been there, seen that’ impression to your target audience. Instead, I partner with you to design a one-of-a-kind solution that has never existed before.

Each new design project is comprised of five distinct phases:

• Discovery
• Design
• Refinement
• Production
• Delivery

Discovery is the process of learning about the communications goals for a particular project. Discovery begins with a round of ‘twenty questions’ intended to arrive at a full understanding of each project, its audience, parameters and restrictions.

Designing a creative solution is literally a 24/7 process as ideas generated by the discovery phase pop up spontaneously while driving, in the shower or on a walk. The design phase requires a fair amount of trial and error to arrived at possible solutions. In my years of experience, I've yet to find a shortcut for the elbow grease that goes into the design process. Once completed, preliminary design ideas are incorporated into comprehensive layouts which are then presented for your review.

After you've spent time reviewing the initial designs, the refinement phase is the process of integrating and applying your feedback into design revisions. This phase can involve several intermediate steps to reach a final form that you're ready to sign off on.

Once complete, the approved design is then goes into the production phase for its intended communication channel.

Ink-on-paper projects are prepared for delivery to the selected printer or publication as electronic files. Linked images and fonts are included along with production instructions. For custom-printed materials, press checks are scheduled to make sure that the final printed results accurately reflect the intended design.

Web production involves breaking up the selected design into low-bandwidth graphics which are then coded into a page template. Each page is then populated with content - pictures and words - and a navigation system is developed to allow a logical flow linking each page with the others in the site.

Depending on the project, I have access to a roster of third-party specialists whom we might call upon during the production phase. Copywriters, illustrators, photographers, web programmers or other specialists can play an important role in helping to complete a project as originally intended.

Once the production phase is complete, the finished project is finally ready to be delivered to its chosen audience in its chosen communications channel. Printed collateral is distributed to prospective customers at point of sale. Advertising appears in selected media. A web site is launched.

But the end result of each project is a communications solution that has everyone’s fingerprints on it and one of which all involved can justifiably be proud.