JODELLE REED DEVANEY
FROM CONCEPT TO EXECUTION, IDEAS THAT SOLVE PROBLEMS, EXPERIENCED LEADER WITH HANDS ON SKILLS.
Whether or not this process reaches the client, this is an essential part of thinking and planning that I use and encourage all of my teams to follow. It ensures that my team and I stay on track and collaborate effectively with our clients to achieve a common goal. This approach is to first think, then design, and finally create. From start to finish, focusing on the big idea keeps the brand strong and the message clear.
THE DOWNLOAD/CONCEPTUAL WRITING
Gathering data, creative ideas, marketing strategies, and asking a lot of questions is my first step. With that information, I write concepts that reflect the big idea with a creative implementation, supported by visual inspiration using mood boards.
Concepts align with the brief and the client download, they may be a paragraph, a sentence, a tagline, or even a single word.
This step also includes a game plan. Beyond the creative we need to align the concept with deadlines, budgets, and deliverables.
THINK
THINK
MOODBOARDS AND STYLEFRAMES
HOW I GET IT DONE - THE CUT
Each year THE CUT celebrates a day of HOW I GET IT DONE - The highlight is a panel discusses and shares a conversation on work-life balance, ambition and more.
The brief given was to create a branded look to reflect an organic, tangible and raw experience. The interiors of the day are filled with earthy textures and hues. The shoot from the hip style of interviewing and conversation are raw and real. The branding for HIGID is monochromatic so I had to find a hybrid of interpretation for this.
CONCEPT: Organic and simple, with impact.
DESIGN
THE INSPO
This is my favorite part of my job pushing the team to think outside the box.
In most cases, these concepts guide us through the project and sometimes serve as a springboard or starting point, linking the conversation between my team and the client. As creatives, we use this process to help us stay on track when ideas begin to drift. Circling back to our concept helps keep us focused on the main idea and reminding the client of their end goal. The creativity may evolve, but the concept will remain.
DESIGN
GET CREATIVE
Logo animation ideas, end frames and backgrounds lead the charge. Thinking ahead of how the designs will be implemented, these ideas need to be able to be adjusted by unforeseen obstacles.
Still staying with the raw, organic yet monochromatic influence, we continue to circle back to the original concept to keep the branding for the event clear and simple.
CREATE
MAKE IT HAPPEN
Social assets, unique to each project, are carefully laid out and approved. Thoughtful consideration is given to their implementation and the responsible team members.
A custom website was created for these events, allowing the team to track attendance and providing attendees with a central hub for up-to-date information. It also enabled showrunners to stay in touch and communicate with the audience throughout the conference.
CREATE
PUT INTO PLAY
Designs get underway, toolkits are created for social marketing and promotional assets, print collateral is developed, and technical issues are resolved. I craft and export files that are handed off for live or recorded events, each tailored specifically for the event and client.
CONCEPT: Organic and simple, with impact.
