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Soak Wash Rinse Spin Despite its whimsy, the book's title is a useful metaphor that defines our studio process. It also provides the organizing principles for the book's four sections. SOAK: The first phase in every project is research. No matter what the project size and scope, we start with an intensive homework phase. It entails just about anything it takes to get our hands around the client's business: reading previous collateral, interviewing within the company, analyzing competitive materials, reviewing business and marketing plans, perusing IPO prospectuses, understanding the brand, as well as familiarizing ourselves with the client's overall industry trends and issues. All told, it's an order of magnitude of more information that can possibly fit into the end product. But it is essential for providing context, understanding messages, and being aware of the target audience's self-interest. WASH: the second step is a very collaborative stage among everyone involved. This is a two-part wash cycle - external and internal. Externally, we invite the client into the process as an active participant - even before any specific ideas coalesce. They help us navigate through this research phase, then sit in on very preliminary presentations - mostly to provide reactions to a spectrum of approaches. This less stage is less about design than it is about thinking together through concepts. Internally, we assemble the entire cast of studio characters who have all been involved in the research review, and we conduct extremely uninhibited idea sessions. We don't limit these sessions to just the core group of designers, because I like everyone involved to understand the project scope and goals. Not only for the brainstorming, but also to be informed in the critique sessions we have before formal client presentations. We apply a wealth of talent with different perspec-tives and ideas, which makes the outcome a collective effort. RINSE: Here we take the WASH and begin an extensive visual exploration of how to render or translate the concepts that have emerged in the previous stages. In this phase, it is critical to suspend judgement, so that we never rule out a design path that may lead to yet another more viable solution. By applying design without preconception about specific styles, we let ideas articulate themselves visually without the inhibitions related to schedule and budget. SPIN: in this final step, we consider the environment, how the outcome of the project is perceived in its final context. As we explore various design paths, we further our ideas by plugging in where and how the piece will be presented to its intended audience. Is it for a retail consumer or another business? Does it exist in a digital format, reside inside a box, print on a page, or hang off a garment? This phase ensures that, when the design piece is passed along, whether it's picked up off the Internet or a shelf, we have anticipated the desired end result and how the graphic treatment can support or bring about the end effect. So when all is said and done, the final piece works in as effective and efficient a manner as possible for the client. This is my studio's process, what makes us who we are. It remains consistent for clients from start-ups to Fortune 100 companies. It doesn't change depending on the business category, or the size of the piece, or the print run, or even the brevity of the deadline. And even though we identify it as a process, we always experience it with a sense of discovery and satisfaction. We don't mean to say that this is the best, or even the only way to design. But I hope that there is something here for you to enjoy, whether it is appreciating the design, recognizing a similar experience, generating a new idea, or even just having a good laugh. I can't remember where I read about Soak Wash Rinse Spin: Tolleson Design and I wish I could, because this was one of the best books I've read and seen and it gave me a detailed insight into this amazing and talented firm.

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