Our Process

After more than a decade of experience, we know every project and every client is unique. The following steps, however, have consistently proven to be the blueprint for nearly every successful project at Penguin.


First, we’ll lend you our ears.

Successful projects start with great communication. Lots of agencies like to start out telling you what they’d like to fix. We prefer to listen. This helps us fully understand your needs and desires as we craft a customized plan for your project’s success.

“It is the province of knowledge to speak, and it is the privilege of wisdom to listen.” –Holmes


Being prepared is half the victory.

Every project and every client has unique goals and priorities. We work closely with you to plan and develop a thorough roadmap that can be a catalyst to drive the creative and development processes.

“Failing to plan is planning to fail.” –Proverb


A no-nonsense approach.

Great brands all have a sound strategy driving their innovation and sales. We integrate a targeted strategy to identify what differentiates your brand from the rest and leverage those factors towards growth.

“Creative without strategy is called art. Creative with strategy is called advertising.” –Jef I. Richards


Wild creativity and unique solutions.

The ideation phase is where we begin to see creative concept and solutions take shape. We use our deep understanding of the client and project to develop fresh solutions that reflect your goals.

“Imagination rules the world.” –Napoleon


Make meaning and connection.

To design is to connect. We help clients communicate in a language that connects directly with their customers’ interests by creating beautiful work with a very high level of thought and detail.

“Design is everything. Everything!” –Paul Rand


Ideas are nothing without execution.

So many great ideas never get translated properly. In this phase, we deliver our expertise in a way that is clear and detailed, with technical capabilities that allow us to deliver a wide range of solutions.

“Ideas are easy. It’s the execution of ideas that really separates the sheep from the goats.” –Sue Grafton


Refinement equals elevation.

Every pixel we craft, every line we code and every letter we typeset is infused with the highest level of detail. Innovative, beautiful designs that are honest, understandable and uncluttered are the cornerstone of every Penguin project.

“It is far more difficult to be simple than to be complicated; far more difficult to sacrifice skill and easy execution in the proper place, than to expand both indiscriminately.” –John Ruskin


Set into motion.

Whether we are launching a web-based viral campaign or an editorial publication, we make sure all designs are ready before launch. We test and review all projects in our queue to secure functionality and quality assurance.

“Do not wait to strike till the iron is hot. Make it hot by striking.” –William B. Sprague


Building on success.

Building and enhancing a brand requires nurturing in order to evaluate and grow its potential. We continuously evaluate and identify factors that can help guide growth and increase success in the future.

“What we need to do is paint a vision for customers, promise them deliverables, and go hit at it.” –Sanjay Kumar