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How Omobono makes the creative process simple…

By Mark Ellerington

Creativity is an artistic discipline. It should be visionary, instinctive and emotional because that’s what makes creativity so amazing and powerful. But it’s not an uncontrollable force. In fact, creativity needs logical boundaries, ambitions and business targets to work. This is true if you’re shaping award winning ideas, designing campaigns, or building brands.

Logical boundaries also help remove any personal preconceptions and prejudgments to any work we do too. It’s vital that in the process of decision-making we all ask the question ‘Does it work?’ rather than ‘Do I like it?’.

At Omobono we have one goal: to create amazing, award winning work. What gets us there, is by constantly being Inspired by Different.

Our creative process is relatively straight-forward and in truth, quite similar to other agencies. One thing to note is that time is the flexible component. How much time we put into each phase depends on a conversation with you, our client, and the outcome of what needs to be created.

Here’s a breakdown of the four phases:

Phase 1: Insight
Phase 2: Develop
Phase 3: Articulate
Phase 4: Activate

Governance. Control. Push-back. Foresight. Planning. We will do what it takes to ensure a successful outcome with you. At Omobono we’ve been there, bought the t-shirt, and experienced many difficult business situations. It’s all part and parcel of how we like to help our clients and puts our unique B2B expertise into use. So, if we do feel something isn’t quite right, we’ll highlight it early and suggest a different approach. Governance also comes in being flexible too. So, when we do face an immovable object, we’ll work around it, jump over it and get things done. That’s where our mantra of ‘Unstoppable Together’ comes from.

One thing we don’t talk about much at Omobono is the support we provide to helping you share the work internally. We know what it’s like… work often needs to be shared across departments or to peers for buy-in and final sign-off, but that’s ok. We’ll take the time to understand the people you need to gain approval, and tailor our thinking to make your life easier – even if that means that we present the work to the rest of the business ourselves. At the end of the day, we want everything we do to be successful.

We understand that being successful isn’t just about having an idea. It’s about seeing something through to reality, making decisions to set those ideas in motion and having the belief to execute that vision whether that’s to change a behaviour or spark new thinking.

“Having a vision for what you want is not enough. Vision without execution is hallucination.” – Thomas A. Edison

Here at Omobono we have to rely on a number of design practices or processes, call it systems if you like (that is the buzz word after all) that we use to make ideas happen.

For one thing, we decided to create our own ‘Omobono Foundation Design System (OFDS)’ for digital design using Sketch app. It’s not a memorable acronym but what it has done is aligned our teams across the world behind a unified single approach that has shaved a lot of time and money off our projects, created a more harmonious workflow internally (developers are happier) and externally with our clients.

So far we’ve seen an increase in productivity without any detrimental impact on creativity –one of the areas we’d seen some concern around – does a system (in some minds a template) hinder creativity? Will all our work look the same for all our clients? The answer is no because we challenge our teams to be ever more creative within those ‘logical boundaries’. It’s about striking a balance between creativity and commerciality. So far, so good.

When we’re sharing campaign concepts or website designs, we use tools like InVision to show the work in context, to make it as close to the real experience as possible for our clients. For video concepts we use Boords app, as we’ve moved away from PDFs. We can create animatics with audio with the click of a button and the static storyboard springs to life. And providing feedback is a doddle, with commenting functions across all the tools means clients can provide feedback in situ rather than spending time penning long emails.

And let’s not forget brand guidelines and housing those precious assets – it’s really important that between creativity and commerciality comes consistency. Building recognisable brands means clients have to be true to their expression, but not in a dogged way hampered by one’s own stubbornness to never deviate, but to appreciate brands expand, contract or change colour as they get older. And that’s okay. We use tools like Frontify to create useful, interactive brand guidelines that work across digital and print. We house templates and make everything easily accessible to internal and external teams globally. It also means you don’t need to commission a whole design team when you want to update a paragraph or add a new template.

Whatever systems or platforms are at your disposal we believe there will never be a substitute for the good old system of conversation to make things simple.

We are the digital experience company for business brands.

In today’s connected world, experience is brand.

So we help you create better experiences for your customers, employees, partners and stakeholders. Ones that work in empathy with them to achieve their goals, engage and delight them, and build brand loyalty.