Advisory / Ideation
ideation
/ˌʌɪdiˈeɪʃn/
The structured, creative process of generating, developing and communicating new ideas.
It starts with a conversation about what could be. I bring independent thinking, curiosity and creative challenge, and we uncover the connection others have missed: an idea with the power to organise everything that follows.
Where it starts
Every idea begins as a conversation in the dark, about what could be.
Discuss
We begin with the challenge, the ambition and the context, and find what is really worth solving.
Diverge
We generate widely and judge late, pushing past the obvious to the distinctive.
Converge
We test, combine and narrow against audience, strategy, distinctiveness and what can genuinely work.
Make real
The chosen idea becomes a proposition, a creative route and a plan of action. Then the right disciplines bring it to life.
What I do.
It might become a proposition, a name, a campaign platform, a product, a service or the central thought behind a brand. It does not end as a wall of workshop notes. The strongest idea leaves with direction, expression and a practical route into the world.
- Creative problem framing
- Proposition development
- Naming and narrative
- Campaign platforms
- Product and service ideas
- Concept testing and articulation
Methods, selected for the challenge Brainstorming / BrainwritingSCAMPERCrazy EightsConcept sketchingRapid prototyping
Connected capabilities.
The central idea stays connected as the work moves between disciplines. These are the capabilities that most often strengthen this stage.
Strategy
Give the idea focus: a clear audience, proposition, set of choices and route from possibility to impact.
Branding
Turn a distinctive idea into positioning, identity and a brand system people can recognise and use.
Creative Design
Give the idea visual force through campaigns, communications and design people remember.