Some details
Writing by Design partnered with one of our strategic business partners to help infuse some new thinking into the walls of the company and bring solid concept ideas to life for testing. Using creative catalyst and long-time strategic partner, Laurie Tema-Lyn of Practical Imagination Enterprises, Writing by Design assisted the client in hosting a full-day innovation session with a cross-functional team of marketers and R&,D
experts that led to a playground full of concept ideas.Laurie encouraged participants to imagine new worlds and push the boundaries of ",in-the-box", thinking. Covering the room in colorful photos and sticky notes and trading pens and pencils for markers and crayons, participants were forced to think—and play—like children for the full day. From our work together, we were able to identify 10-12 solid ideas that became the basis of the 9-month, global concept-writing project that ensued.
The Writing by Design team then set to work creating compelling, differentiated concepts that ranged from ",can do it today", to ",we would need some time to develop that.", Writing by Design handled translating the concepts for the client into three languages using another strategic partner, CSoft International, and used our in-house graphic design team to develop a comprehensive concept deck for the client to use in testing. The client scheduled various rounds of global qualitative testing where the concepts were evaluated and then tweaked post-results.
