Creative Building Process

Brief Intake & Clarification

Projects start with a formal brief from the Account Management Team or, in some cases, a Project Manager (whoever initiates the brief outside the creative team). Any external brief or request must be routed through the Account Management team unless it's an internal initiative.
The team reviews objectives, target audience, platform specs, timelines, and deliverables.
Any ambiguities are clarified during the kickoff discussion.
Sample Brief Document

Internal Planning & Task Setup

Tasks are created and tracked using Asana, following a specific creative briefing template that includes project details such as summary, available assets, and reference links.
This Asana entry is typically initiated by the Account Management team as part of the briefing process, or by a designated team member responsible for managing creative workflow within Asana.
Tasks are then allocated to creative team members based on their skill sets, expertise, and current availability, ensuring the efficient use of talent while maintaining quality and deadlines. This is done following a specific creative briefing template that includes project details such as a brief summary, available assets, and reference links.
This Asana entry is typically initiated by the Account Management team as part of the briefing process, or by a designated team member responsible for managing creative workflow within Asana.
Timelines, responsibilities, and milestones have been established.
Parallel task tracking begins in Clockify for time logging and efficiency.
SOP | Briefing & Planning | ETC

Research & Inspiration Gathering

Team members explore references, competitor benchmarks, and platform-specific guidelines.
We also review brand guidelines, product visuals, and creative cues from the client’s website, social media channels, or existing marketing material to maintain brand consistency and relevance.
Relevant examples and ideas are shared internally via Asana comments or Google Spaces.
Inspirations are curated and aligned with the brand tone and brief.
Before starting any creative task, team members are expected to research past campaigns to gain clarity on the brand tone, visual style, and performance benchmarks. This involves reviewing the Creative Gallery Sheet to understand previous executions, client expectations, and what has worked well in the past. This research phase helps align new ideas with brand identity while ensuring creative consistency.

Brainstorming & Concept Ideation

Brainstorming sessions are held on a campaign level or conducted weekly or ad hoc.
These sessions may include internal creative teams as well as members from the sales or account management team to bring in different perspectives and ensure alignment with client objectives.
Ideation may involve the whole team or specialized pods (e.g., Creative Team, 3D/CGI).
Concepts are sketched, mapped, and validated internally before production.
Ideas are shared in the form of visual mockups or storyboards via Asana for quick reference and feedback. Once concepts are explored, the shortlisted idea is shared with the Project Owner or AM team for review and approval before moving into development.

Design & Asset Preparation

Designers and 3D artists begin visual execution based on the approved concept.
Static and motion assets (PSD, AI, video renders, etc.) are developed and organized.
Internal checkpoints ensure assets meet quality, brand, and format standards.
After the initial design is complete, it is submitted to the Project Manager or Creative Lead for review. Feedback is incorporated through a revision loop until the final design is approved for development or animation. For a detailed workflow and checklist, refer to the Creative SOP Sheet.

Development & Animation

Rich media creatives are developed using tools like Google Web Designer, Adobe Animate, or custom code (HTML/CSS/JS), ensuring interactivity, responsiveness, and performance optimization. Refer Softwares & Tools for more information.
CGI videos and animated 3D content are produced using specialized software such as Blender, Cinema 4D, or Maya, depending on the project's needs. Refer Softwares & Tools for more information. Refer Softwares & Tools for more information.
3D assets are integrated where required to elevate creative output across formats.

Internal Review & QA

Feedback Loop & Iterations

Creatives are shared for internal or client feedback.
Revisions are implemented quickly, with versioning maintained.
Once initial outputs are shared, external feedback, primarily from clients, is collected systematically using our Creative Feedback Form. This ensures all responses are documented and traceable. The feedback is reviewed internally and routed to the concerned designer or CGI artist for iterations. Multiple rounds of feedback may be looped in until the final creative is aligned with client expectations and campaign objectives. Proper version control and documentation of changes are maintained throughout this phase.

Final Delivery

Package and name all assets based on platform and client requirements.
Upload final creatives to the relevant Asana task under the “Final Delivery” section.
Conduct a final review using a pre-defined checklist to ensure accuracy and compliance.
Notify the Account Manager or stakeholder by tagging them in the Asana comment thread.
Ensure assets are compatible with Zoho-style decks for client use.
Archive all final creatives in the internal Creative Archive for future reference.

Documentation & Archiving

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Updated on July 24, 2025