We develop concepts early, make prototypes quickly, and incorporate stakeholder insights often. We celebrate ongoing discovery and excel at adapting our work to a constantly changing world.
To create a fixed-point project (such as an ad campaign, book or video) we use a traditional, linear creative process: discovery, design, implementation, acceptance, and delivery. Measure twice, cut once.
When creating a system (such as website, magazine format or identity system) we use an iterative creative process, informed by the "Agile" software development model. During this process we work through the same stages of work (discovery, design, etc.), however they are performed in a cyclical, or iterative, fashion. Each pass through the work cycle yields a new "iteration", or version, of the system, which builds on the last and incorporates new findings, concerns, and upgrades.
We do this for a variety of reasons, but mostly because everything always changes. We have also found people respond more thoughtfully to the thing itself, rather than to abstract design representations of what it will be. Software developed in this manner has fewer bugs. And, oftentimes, speed is a virtue.