1. Align

First, we listen. We want to understand our clients’ goals, audience, and obstacles. Which problems need to get solved? What is the story they want to tell? Which actions do they want their audience to take? We ask all these questions and more, and then attempt to describe the scope of work in clear, easy-to-understand terms that everyone can feel good about.

We did the hard work with the Milo team to understand their customers, market opportunities, and short- and long-term goals.

2. Discover

We tailor each Discovery plan specifically to our clients’ objectives. We use quantitative and qualitative research, market intelligence, or our own knowledge and experience of the category, to give evidence-based recommendations.

Fusion took this opportunity to dig deeply into Milo’s platform and digital workflows. We wanted to know exactly what a customer could expect from the borrowing experience, and understand the role of the Milo brand in each step.

3. Brief

The Brief fuses Alignment and Discovery into an inspiring, insightful, and achievable creative direction. The brief is our shared roadmap to success.

Milo’s participation was key in the authoring of the first draft of our creative brief. From there, we aligned on a shared vision and expectations. Because of the complexity of Milo’s brand suite, we took care at the briefing stage to include and agree to an exhaustive list of deliverables that Milo would receive upon approval of the design concept.

4. Create

We craft the work to deliver on its objectives. It will be beautiful, unique, and persuasive, but that’s only the half of it. Great design also inspires.

We did three rounds of creative concepting for Milo, ultimately developing dozens of different concepts for iconography, typography, color, mood and context. Two final concepts were quickly selected and further developed before the “Deco” concept was ultimately chosen as the winner. 

5. Deliver

On brand, on time, and on spec, our execution is second to none.

We take great pride in our execution and ensured that Milo received every possible asset they would need throughout their product and marketing. A set of easy-to-implement brand guidelines were provided, so Milo wouldn’t have to rely on Fusion for every deliverable.

6. Reflect

We take time to reflect. This may consist of formal reviews, critiques, analytics, user testing, case studies, and more. Reflection accomplishes two important things: It protects our clients’ investment, and illuminates opportunities for continuous improvement.

We helped Milo craft their new brand announcement, which documented the creative process through sketches of the various concepts.