Ask the Board – March 14, 2016 | MARK ZWICKER


What is your process from storyboarding to production of digital signage content?

 The old carpenter’s adage of “Measure twice, cut once” comes to mind when I think about the process of developing content. Our company has been producing motion graphics content, in support of digital signage for close to a decade now. The process we use has a lot of checks and balances to ensure the content that is created is both on target and on budget.

Here’s the process our talented team uses:

1) Communicate and Collaborate
The client meets with our team to provide a brief and to communicate their vision. Timelines and project expectations are determined together.

2) Assets Audit and Collection
Here is where we see what we have to work with, as we can often re-engineer existing assets before we think about creating net-new content. Brand guidelines are reviewed, and existing assets are sourced from other related media where available. Those of you who have been kind enough to read my previous posts know we believe this is an important step.

3) Creative Strategy
The team draws from their creative experience and existing campaign materials to fashion the approach, which is crafted into a creative brief. This brief is reviewed and approved by the client.

4) Animation Team Kick-off
Upon client approval of the creative brief, the project is presented to the animation team and everyone works together to develop and enhance the creative strategy.

5) Copywriting and Storyboards
In collaboration with the animator and copywriter, the designer creates the frames of the animation to develop the overall look and feel. Specialized animation techniques and effects are displayed in each frame.

6) Quality Assurance
The art director reviews the storyboard to ensure it meets our high design standards, and that it properly promotes the client’s brand.

7) The Client’s First Look at Storyboards
The client’s feedback and requested edits are documented and used for the final revision of the storyboards. Once the enhancements and revisions are complete, the client signs off on the approach.

8) Animation
Once the client approves the storyboards, the creative team plans the final production. The animation process considers the overall campaign positioning and playlist fit. This includes discussion of the transition tactics, visual effects, pacing, timing and the evolution of the client’s vision.

9) Internal Review
The project group reviews the animation to verify that it has been developed according to the storyboard, and all adjustments have been made. Quality, innovation and style are also considered to ensure that the final piece will reach the target audience in the desired manner.

10) Final Presentation
Once the animation has been vetted internally, the digital signage spot is presented to the client for final approval.

We believe that this tried-and-true process yields consistent results for our clients.

About Author

Senior Vice President, Enterprise Business Development
St. Joseph Communications

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