Our Process

At Extra Mile, we employ a user-centered approach to building the strategy, marketing, and design solution your business needs to thrive. While each project has its own objectives (and its own challenges), we follow this methodology for each engagement.

Step One: Research and Discovery

We find out about you and your organization, and determine what your goals and needs are. You help us understand your target market and your business.

Your organization may have a clear and successful vision and business plan, and know exactly what its market presence and identity should be. Alternatively, you may find that you benefit from our expertise in helping to develop organizational vision, branding, and marketing and communications plans.

Steps could include:

• Brand identity review
• Audience research
• Existing materials and content audit
• Technical requirements definition
• Market trend analysis
• Focus group discussions
• Summary and analysis of internal and external environmental scan

Step Two: Content Definition

Before we get started on executing a project, we need to know the words that will be delivering your message.

We examine the needs of your users and your organization. Experience has shown us that the most successful marketing communications take very good care of the needs of visitors, and then carefully place the organization’s needs where visitors are most likely to look.

Steps could include:

• Content outline creation, message development, and copywriting
  (for websites, email campaigns, case studies, brochures, and product/service launch)
• Development of a structure in which to present the information
  (sitemap for a website)
• Construction of a design framework which houses all relevant copy components
  (wireframe for a website)

Step Three: Design and Execution

Once we have nailed down the goals and the content of the project, our designers can then use typography, symbolism, illustration, images and color to define the look and feel.

We review the project objectives, build a strict hierarchy of visual elements that we apply with a disciplined, consistent hand throughout the site or printed piece.  We create with the reader in mind and build designs that are comfortable to read, simple to digest and motivate the appropriate action.

Steps could include:

• Unique graphic design “comps”
• Front-end design
• Editorial and visual brand element development
• Core visual identity
• Stationary system (letterhead, business cards, envelopes)
• Templates
• Core editorial brand elements
• Style guide
• Training and workshops