During this phase, the project gets its personality and is fully developed into a functional Application.

This phase can be broken into two parts:

A Creative Specification is created. It discusses the overall message and proposed creative approach of the project.

Once the Creative Specification is approved, one or more concept pages will be developed. The purpose of the concept pages are to gather visual feedback from the customer. At this point, the customer will work with the Graphic Designer to focus on a 'look and feel' for the project.

It is important to remember that these concepts are not fully developed pages. They will typically provide the customer with general color pallet and style choices. They will not be compliant with any corporate standards for logo use, image size, or placement requirements at this point in production.

The complete site is developed and finished. In consultation with the customer, a preferred concept page is selected and customized. The concept is then applied to the functional template that was delivered in the Technical phase.

As the transactional sections of the site take shape, the engineering staff builds in the functionality.