Internship Chronicles: Week 4
Monday, July 6, 2015
Hold onto your butts.
Last week was more than a little bit crazy for us. No, we weren’t dealing with an escaped T. Rex or raptors in the kitchen, but we had only three days to wrap up concepting and branding for our client. That meant three days to finalize three names, three narratives, and hone it all into one beautiful and cohesive branding presentation to blow them away. Working on such a tight deadline to finalize everything felt kind of like running away from some sharp-toothed and somewhat ruthless beasts (also known as mentors).
A few weeks ago, you might recall, we were doing lots of research on everything that could possibly be relevant to the client, the industry, and the competition. Then we went through the long discovery process. Then we wrote, rewrote, and rewrote the message map. These three things together became the atlas for our creative: the map to our ideas.
With all of that information in mind, we came up with three overarching themes — each one tied to a brand spanking new name recommendation. We then wrote a narrative so lofty, so eloquent, that it could only blow the client away. Three times. And then, we got to create a presentation that pulled it all together and sold our ideas. All of that in three very hectic, very busy days.
To be honest, it was a little bit scary walking into that presentation on Thursday. We’d worked so hard. We’d grown attached to our little ideas, coddled and refined them. And now we had to let them go and hope they did okay up on that big screen.
And they did. We walked out of our presentation with heads held high knowing that it would be a very difficult decision for our client. They loved all three ideas so much, they wanted us to find a way to blend them together.