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At Ailie, Creative Direction is intentionally considered a collaborative art.


In today’s world, creative directors are sometimes still deemed the sole creative leads of a company’s advertising or marketing department. However, this model is fading, and a unified collective structure is winning in our industry. Why? The old method of creative direction is ego-driven and not a holistic approach to creative evolution for a brand. Considering other opinions is a must when delivering a team product.


At Ailie, we make the difference by using a team approach at the top, exchanging innovative ideas between the senior talent on staff. This model is based much less on a hierarchy of staff than it is a group product delivery system.


The resulting reinvention or birth of a brand is then a cogent amalgamation of years of varied experience and substantive ideas to creatively steer a client.  

In the end, * WE* collectively create a mind-blowing product and outcome. 

General Development and Production Process:

I. Planning:

Defining Stage: Definition of Innovative Goal and Audience

Members: Team Ailie and Ailie Client

  • Formally Defines/Refines the client’s business goal(s) for the project.

  • Formally Defines/Refines the major direction and concepts of the project and the selected audience for the product.

Honing Stage: Parsing out good ideas from great ideas

Members: Team Ailie

  • Brainstorms categorizing, and edits possible creative directions.

  • Clarifies and develops further the multifaceted, innovative concept and message of the brand/product for the selected audience.

II. Creating:

Generating Stage: Create the actual project

Members: Team Ailie

  • Consciously embarks on the agreed-upon, multi-modal creative process required for an ideal outcome

  • Attends to both the design and content of the new brand, product, and message concurrently and sequentially.

III. Polishing:

Internal Finishing Stage: Revise and edit the completed project.

Members: Team Ailie

  • Brings the distilled vision to refined fruition by responsibly ensuring all crafted details align with the overall experience and agreed-upon message for the innovation.

  • Carefully reviews final work for verbal, audio, print, and visual adherence to product specifications.

IV. Presenting:

Initial External Showing Stage: Shows project to the client

Members: Team Ailie and Client

  • Requests client feedback as a formal step in the creative process.

Final Redrafting Stage: Decides ways to enter client feedback into the project.

Members: Team Ailie

  • Incorporates agreed-upon suggestions for improvement from the client’s vantage point.

Final External Showing Stage: Shows revised the project to the client.

Members: Team Ailie and Client

  • Discusses the final project with the client after the final show.

  • Considers potential future steps that could be taken at a later date. For example, over time, if selected audience shifts or products change, new or revised branding could be created.


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