Trust the Process

The Creation Machine methodology is based on process transparency, co-creation, and understanding user behavior. We work closely with the client, in clearly delineated steps, to develop objective parameters based on stakeholder needs. This mutually agreed upon framework is then used to develop and evaluate ensuing strategy and implementation.

Since every organization has unique challenges and goals, our predefined modular components are individually combined to form a customized Creation Machine for each project. Modules consist of workshops with the client and other development processes that the agency does alone but in close communication with the client. Individualized creation machines are clearly laid out at the start of projects so that all parties are fully aware of the scope of the work. To have a better understanding of how The Creation Machine works, you can contact us for a more detailed explanation.

Workshops are an integral part of The Creation Machine methodology. Ten different workshops have been developed to meet the varying needs of projects. They can also be combined and modified to meet specific project goals. Alternatively we provide them as standalone training. This is especially the case for large enterprises who then manage implementation internally. A complete list and description of each workshop can be found here.

We are continually updating our development processes with new discoveries, future trends and historical lessons learned. Below are some of the topics that inform our methods and principles. You can learn more about these fascinating topics in our blog posts.

There are 7.5 billion people on the Earth with seemingly endless opinions. Yet as the difference between polls and elections continually show, what people say and what they actually do are often very different. Much of our work is about understanding the triggers that drive actual behavior. We adapt current trends in neurobiology, endocrinology, genetics and psychology to understanding how users behave in the context of our client brand interactions.

Having a strong personal opinion is great when you are redesigning your kitchen. When you are making decisions about brand and marketing, not so much. Yet often managers fall into subjective decision making simply because they have no other tools available to them. A giant part of the Creation Machine method is to facilitate objective evaluation. The foundation of this is a deep understanding of user needs and company strengths. But old habits die hard and we also have to retrain our brains to think radically different about marketing, sales and design challenges. This is an ongoing process for both our staff and our clients.

With so many new technologies and options available to marketers today, it is easy to get lost trying to jump on every new trend bandwagon that turns the corner. For us, a simple principle helps us navigate this jungle. Brands have a story to tell and users are looking for information that is important in their individual moments of time and space. Successful marketing is about bringing these two things together. In particular with complex projects like large websites, we start with content. This becomes the core of all other components like design, interaction and programming frameworks: What are the important messages, how can they best be presented and how do we want the user to engage with the content? These same principles are also thoughtfully applied to smaller collaterals like print advertisements as well.

Users interact with brands in an ever-expanding universe of diverse online platforms. Often the corporate website is the last place they choose. We always encourage organizations to think holistically about their online marketing efforts. A big part of what we do involves creating online communication biospheres, where we develop a strategy with clients for them to gain control of the narrative on all of their owned, earned and paid media. It some cases it is appropriate to expand this to offline media as well.

You probably wouldn’t drive a tank to shop at a supermarket. Yet organizations of all sizes typically follow rigid brand identity strategies developed for large multinational enterprises. As a result, their brand and marketing campaigns fall far short of their potential. Mid-sized companies, start-ups and NGOs in particular usually have lower awareness and limited resources but also much greater flexibility. Our agile branding concept takes advantage of adaptive strategies that play to these unique strengths and weaknesses. Together with our clients, we iteratively test and optimize campaigns based on real-time market response.