Collaboration is something that most design agencies claim, but do they really practise?
The Design Business Association have identified that, for many clients, the term is losing its value from being so often said, but not consistently practised.
Collaboration has always been an important part of our ethos. We’re proud at how well we deliver our clients projects on-brief, and that is only possible through open and genuine collaboration.
So, we wanted to talk about how we work in ‘Proactive Collaboration’.
So often collaboration is used to mean “we are a personable bunch, get on well with clients, easy to work with, enthusiastic and positive, accommodating and flexible.”
While these are all important considerations for a client, this is ‘Passive Collaboration’.
We strive to work with clients in Proactive Collaboration, which stems from our understanding that the most successful and commercially effective design is created from a strategic foundation.
The only way to achieve this is through embracing our clients’ knowledge and expertise in order to really understand their market and their commercial goals.
Clients hold a deep understanding of their business and commercial world, as well as their consumers needs and motivations. Whilst we immerse ourselves as much as we can in our client’s worlds, we can never have the deep understanding and years of experience that they do.
We spent a lot of time at the beginning of a project just listening to our clients. We then overlay our own expertise and experience in order to ask questions and discuss everything, to really drill down on the brief. This enables us to collaboratively develop a strategic and insight-led foundation for the creative to be built on.
The open and genuine dialogue we have with our clients is continued through the project, enabling them to be involved in the process every step of the way.
It is the combination of this strategy and insight combined with great creativity that will produce not only a beautiful looking new brand, or piece of packaging design but enable deeper emotional connections to be forged with consumers, building brand loyalty, and ultimately commercial effectiveness.
And this is only achievable when both client and agency work together in Proactive Collaboration.