The creative development integrates the Brand's Look & Feel, the messaging, the target market, the positioning, and the information we need to communicate into the IA (Information Architecture). This is a dynamic process that pulls information from offline Branding and collateral materials as well as corporate communications, and white papers.

Resonance across all communication vehicles is critical to honoring the Brand and allows marketing dollars to work harder and more effectively. In addition to resonance and communication, the design must accommodate the realities of the web - the functionality and access to information.

Create the Look & Feel is Step 4.