Establishing a consistent and well-structured critique method is an important part of the creative process. Not only does it help streamline reviews, but it also provides a shared language and framework for team members to use when evaluating a multitude of work.
At (add)ventures, we created a unique critique system to help our team and our clients assess and give feedback. After years of batting around critique methods and repeatedly getting caught up in the process, this system was developed to help streamline critiques. Internally referred to as “The Three C’s,” it assesses context, content and craft.
What are “The Three C’s” of critique?
Context - The where, when and why. The scenario in which a person will be exposed to the creative, along with the goals and objectives outlined in the creative brief.
In our Manhattan take-over campaign to announce CVS Pharmacy launching same-day prescription delivery service, the context was a bustling Manhattan atmosphere. We simplified the message and color scheme to hold the campaign together with floods of CVS red, making it eye-catching in such a busy space.