DIXONBAXI’S SIX-STEP PROCESS

Francesco de Souza and Marta Szy­man­ska re­veal how the agency ap­proaches its sprint­based workflow

Computer Arts - - Video Insight -

1. INI­TI­ATE

“This phase is cru­cial: of­ten peo­ple for­get how im­por­tant it is to set goals with the client,” in­sists pro­ducer Marta Szy­man­ska. “This is when we cre­ate the right team to set up the project for suc­cess.”

2. IN­SIGHT

“This is the re­search stage, where our strate­gists go out in the field and dis­cuss,” con­tin­ues Szy­man­ska. This in­cludes in-depth in­ter­views with key stake­hold­ers. “We don’t start a project with­out know­ing why we’re do­ing it,” adds Francesco de Souza, a ver­sa­tile cre­ative who jug­gles be­ing a di­rec­tor, an edi­tor and a DOP.

3. IN­TER­PRET

Next, all th­ese in­sights, re­search find­ings and sur­vey re­sults are de­vel­oped into a strat­egy to set the bound­aries for the de­sign process that fol­lows.

4. IN­SPIRE

DixonBaxi works in highly con­cen­trated de­sign sprints, pro­duc­ing a large vol­ume of work in a short pe­riod and then whit­tling it down af­ter­wards. This forms the ‘in­spire’ stage of the process.

5. IM­PLE­MENT

Fol­low­ing th­ese cre­ative sprints, the agency ends up with a di­verse, and of­ten dis­jointed, range of as­sets. “They’re of­ten in quite dif­fer­ent places,” ad­mits de Souza. “We de­cide which route works best, and cre­ate the tools and as­sets that our client ac­tu­ally needs and is go­ing to use.”

6. IM­PACT

DixonBaxi’s six-stage process then moves on to project de­liv­ery, but as de Souza points out, it doesn’t stop there. “We want to make sure that all the work we de­liver is used in the cor­rect way,” he adds. “The ‘im­pact’ stage is where we make sure they are us­ing the brand cor­rectly, and are us­ing all the as­sets that we de­liver. We don’t want to cre­ate as­sets that end up in the trash.”

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