​In this phase, we dig in to understand the purpose of your content project and to determine the best format for your project. For this to be possible, we need to write a concept note.


The first step is to identify the essence of your brand or what lies at the very core of your business. In other words, the heart-driven reason that made you start your business in the first place. This is because behind your brand essence lies a deeper message about your business. It is this deeper message that will form a backbone that around which the content will be built. Ultimately, this is what people resonate with; this is what fuels wonder and sparks conversation. Establishing the essence of your brand provides a common unifying thread throughout one piece of content or across an entire project if there are several pieces of content.


In case of portraits, we value the importance of meeting the protagonists to get to know their stories so that everything can be done purposefully during the production phase.  This pre-production phase allows cohesive teamwork for all the parties involved throughout all the stages of the project – from pre-production, production, post-production all the way down to distribution.