Making it real. Production can be hard to distinguish from design. While designing, we often create finished artwork; in production we often refine some aspect of design. But somewhere in between, activity shifts from exploration to implementation.

Production tends to be recognizable by the presence of proofs as opposed to sketches. In production, real copy is being set as opposed to “lorem ipsum” greeking. Production involves addressing every element of the approved design — text, graphics, photos, colors — and executing each in technically appropriate media. Text is typeset into layout; graphics are created and conditioned for print or Web placement; photos are shot, scanned, downloaded or retouched; color palettes are built or specified.

Each production element is submitted to the client for review and approval. Corrections and changes are made and proofs resubmitted until the entire project is approved for completion.