At MUELLER, we know that good creative comes from good designers, not some "proprietary process." A process is important however, because it keeps creatives focused on goals and end results, gives management a road map, and helps clients understand just what to expect.

With that in mind, this is how a typical project progresses from an idea to a living breathing brand solution, or, our process. Details vary depending on the creative service we are providing, but all follow this general outline. And, like with any targeted solution, we start with a big heaping plate of research.

|  Research  |

We begin this phase by gathering seeds of information with the goal of defining brand attributes. In order to produce targeted solutions for our clients, we have to have a clear understanding of them, their industry and their goals. And for our clients to have a clear understanding of what they will receive from MUELLER, we define our deliverables and all other project parameters.

Tasks completed during the Research phase:

• Define parameters of project
• Outline project goals
• Outline schedule and budget
• Circulate client questionnaire
• Conduct client interviews
• Compile industry research
• Evaluate/update tools and other resources

|  Creative  |

OK, this is the fun part, once we are all clear on directives and have compiled our research, we enter "the nursery" where we plant seeds of ideas and nurture them to see if they will grow. Some take off on their own, others need additional cultivation and others still never make it past the sapling stage. Once we are confident of the viability of our concepts, we present them to the clients for feedback.

Tasks completed during the Creative phase:

• Brain-storming
• Pencil sketches and mood boards
• Typography, color, texture and form exploration
• Refinement of concepts into master templates

|  Production  |

This is where the saplings from the creative phase grow into fully mature, living and breathing brands. Content is developed and integrated into our models, imagery is optimized for the appropriate medium and final digital files are developed. Attention to detail is paramount in this phase, so we make certain that all variables are double checked before anything leaves our offices and gets burned onto a press plate or goes live to the world on the Web.

Tasks completed during the Production phase might include:

• Create and include additional content
• Optimize final graphics
• Procure imagery
• Procure any needed vendors (printers, ISPs, photographers...)
• Code Web sites
• Test for quality assurance
• Manage printing process
• Create "brand guidelines" documents