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, it is an essential part of my workflow. It ensures that my team and I stay on track and collaborate effectively with our clients to achieve a common goal. My 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.
Follow along to get an idea of my process. While each project is unique, my workflow remains consistent."
THE DOWNLOAD/CONCEPTUAL WRITING
Gathering data, creative ideas, marketing statements, and strategies 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.
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Concepts are crafted to align with the brief and the client download, and they may be presented as a paragraph, a sentence, a tagline, or even a single word.
This step also includes a game plan. Beyond the creative aspects, we have a puzzle to solve—deadlines, budgets, and agreed-upon deliverables are part of the logistics that are ironed out during this process.
THINK
THINK
MOODBOARDS AND STYLEFRAMES
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HOW I GET IT DONE - THE CUT
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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.
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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
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This is my favorite part of my job—pushing myself and thinking outside the box.
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In most cases, these concepts guide us through the project and sometimes serve as a springboard or starting point, assisting the conversation between the creative 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. The creativity may evolve, but the concept will remain.
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A competitive analysis is also part of this next step. We ask, 'What is the competition doing? Is it effective? What can we do that is better?
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From logo designs to network rebrands, this is how our marketing and branding stand out from the competition, giving each client a unique look and message.
DESIGN
GET CREATIVE
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Logo animation ideas, end frames and backgrounds lead the charge. Thinking ahead of how the designs will be implemented, these designs need to be malleable and adjusting to any unforeseen technical hiccups.
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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
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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
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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.
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CONCEPT: Organic and simple, with impact.
