Whether you are developing a campaign or a brand, a new website or a video project, you’ve got to start with the story. Understanding the story that you want to tell provides a framework for how to approach your communications and design. It’s how we start every project at Spruce.
When we sign on with a new client, we usually a know a little bit about them and their work, but that’s just the surface. We need to get a feel for their personality, where they have been and where they want to go, even who their celebrity persona might be. These details paint a clearer picture of who the organization is, what they want to be, what drives them and what makes them tick. The process positions us to craft better key messages, articulate their value proposition, and design a look and feel that reflects their goals. That means getting a deeper sense about what is true about your organization and community.
The best way to do find out is by listening and learning, which is why we developed our TRUE Process. It’s how we can get to know you better. It’s how we tune into your environment and get a view of the bigger picture. It’s also flexible, which means we can expand or compress the process to match your needs and to capture many different perspectives.
So, what does TRUE stand for?
Tell us your stories
Through conversational interviews, we learn about your community and project. We meet with your leadership, stakeholders, partners, community members and others in your network to understand their goals and needs—and how they see you.
Research your environment
We expand our view of the story you have shared by conducing environmental research that includes social, economic and political factors, and the competitive landscape.
Understand your unique value
We take everything we have learned, and we brainstorm until we develop clarity around the unique value and potential of your organization and your goals.
Express your offering
We distill that clarity into a compelling articulation of what you offer the community. It positions the story you want to tell and outlines the best ways to connect with your audiences.
Once we have reflected on what we heard and learned about your organization and community, we present our findings to our clients and revise the understanding until we have a strong foundation. Then we get into the fun stuff, creating and designing the creative communications that will drive your organization and project forward.
You can see the results of our TRUE Process in the brands we develop, such as Ādisōke, Canadian Geoparks and Bruyère Health.
Interested in seeing the TRUE Process in action? Reach out to Andrew Vincent and let’s talk about how we can help you uncover your story and turn it into a brand, campaign, video production or exciting new website, andrew@sprucecreative.ca.
