Picture this: It’s the day before your client’s deadline, and not a single design has been signed off. Instead, it’s revision after revision, each round seemingly looping back on itself.
Reviewer C asks for changes that Reviewer A had previously requested you remove. It’s enough to make you feel like you’re stuck in an endless maze of feedback.
Sound familiar? If you’ve ever found yourself trapped in this whirlwind of revisions and conflicting feedback, you’re not alone. But fear not—today, we’re diving headfirst into a solution that will change the game for you: the creative approval process.
But first, what does an approval process even mean? How can it rescue you from these perpetual “back and forths?”
In this guide, we’ll unpack what a creative approval process entails, why it’s crucial for streamlining your workflow, and most importantly, how you can build one that’s both simple and effective.
Get ready to bid farewell to the revision matrix and say hello to a smoother, more efficient creative journey. Let’s dive in!
Table of contents
What is a creative approval process?
Why it’s important to have a creative approval process
How do you build a creative approval process?
How to improve the creative approval process
What is a creative approval process?
A creative approval process is your team’s roadmap to ensure stakeholders or clients can easily give their stamp of approval on a project. It brings structure and clarity to your creative endeavors, outlining who’s responsible at each stage of the process.
You can apply this process to various creative projects, like
- Designs
- Digital artwork
- Videos
- Images
- Social media posts
And more!
Here’s how a typical approval workflow might look:
- Pre-approval pitch: Present ideas to clients for selection.
- First draft: Initial creation based on chosen ideas.
- Internal review: Teammates and stakeholders provide feedback.
- Second draft: Implement feedback and refine the work.
- Final internal review: Polish details and ensure quality.
- Client review: Confirm the project aligns with their expectations.
- Final draft: Ready for approval and deployment.
By following this structured approach, everyone understands the process for obtaining approval without delays or reminders.
Now in the next section, we’ll explain the importance of this process.
Why it’s important to have a creative approval process
Because dealing with clients will be bliss.
And your workflow?
As smooth as Micheal Jackson’s dance moves.
As a creative team, there’s a good chance you’ll be handling multiple clients.
Now imagine how chaotic it would be having to dance to the ‘back and forth’ review tune for five clients.
You’d be all over the place, trying to put out revision fires.
Stressed. Burnt out. Struggling to beat deadlines.
But with a creative approval process in place?
Here’s what you’ll get:
- A formal structure to help you streamline your approval process. Without all the hassles involved.
- Consistent high-quality deliverables across the board. Your projects will go through several internal reviews so you’re sure they align with the client’s standards.
- Minimized revisions. Because you now have a system, mistakes are fewer and the more likely you are to get it right the first time.
- Less misunderstanding. Having a streamlined creative approval process ensures everyone, including clients, are on the same page.
- Increased productivity. Defined steps. Proper communication. Your guys will be working in beautiful harmony, with everyone contributing their quota at the right time.
When asked how great having an approval process has been, here’s what Marshal Davis, President of Ascendly Marketing said:
“Previously, our website design projects were plagued by endless revisions due to vague client feedback like “I don’t really like that.” By instituting a design stage with a formal approval process, we’ve significantly reduced these back-and-forths. Now, with each design stage receiving signed approval, both parties are more satisfied, leading to a smoother workflow and a final product that truly resonates with the client’s vision.”
You could say it’s a pretty good investment for your team.
And we’re sure you’re interested.
So, how do you get on board?
Glad you asked!
Here’s how…
How do you build a creative approval process?
If you made it to this point, it’s clear you’re keen on pulling the plug on your current approval process.
And we’re super proud you’re making that decision. 👏
Without wasting any more time, let’s walk you through the different steps needed to transform your review and approval workflow.
Step #1: Lay the foundation
Think of the creative approval process as building a skyscraper.
To construct such a masterpiece, you need a solid foundation. Without one, sooner or later, the building will come crashing down.
Know what that means for your approval process?
If you run an internal team, laying the foundation can be…
- Creating brand guidelines everyone follows.
- Setting a standard benchmark. You know, like a system to cross-check everybody’s work.
- Deciding on best practices so project quality is the same on all fronts. An SOP (standard operation procedure) … in business terms.
What if you’re a freelancer or solo creative?
You can tweak that to suit you too.
Agencies?
Don’t worry, we didn’t forget you either.
Your foundation can be creating a database for all your clients.
Under each client’s file, you include their style, guidelines, and contact person.
Step #2: Assign responsibilities
So you’ve laid the foundation for your creative review and approval structure, what’s next?
Assigning tasks to your team members.
You wanna think of who’s gonna handle what in your review process.
Who’s producing the creative work/deliverable?
Is anyone on the proofing front yet? Who’ll give the final approval?
And publishing?
So for instance, you can assign:
- James, your UX designer, to produce the creative content.
- Dolly, the senior designer to handle the creative review process.
- Then after the first draft, James iterates and improves the creative asset. Perhaps using a tool like UserTesting to get testers to try the prototype so you can identify bottlenecks in the new version.
- Next, your project manager can handle the final internal approval stage. And maybe hand it over to the decision-maker on your client’s side.
Step #3: Decide how you are going to give feedback
So everyone knows that Dolly is going to be the first reviewer, yeah?
But here’s an important one guys…
How will she deliver feedback?
Please don’t say email or Slack.
Why am I being so dramatic?
Because that path is like going down a rabbit hole that increases the chances of your project failing. It’s going to do more harm than good for your approval cycle.
Sure, email and Slack are feedback options. But we’ve been there before. And have come back with stories. Not the happily-ever-after kind, though.
A better option is to use an approval software like, say, MarkUp.io.
It’s an online proofing tool that enters the approval scene with everything you need to make the process smooth. Like, ice-skating smooth…
To give feedback on MarkUp, you just need to upload your files to create duplicates. Or MarkUps as we call them. Then, click anywhere to add comments just like in the GIF below.
On MarkUp, you can leave feedback, draw annotations, record video feedback, sign-off your part of the review, and pause comments for total focus when giving review.
Now, that’s how you can give feedback.
Just saying… 🤷
Step #4: Consider revisions
You’re nearing the final lap now.
But, there’s one more trip you need to take:
How do you want to handle revisions?
You also need to know how many revisions you want to have.
One, two, or three?
Then, you need to decide on the time revisions will take.
Okay…huhm, why’s this important?
So you can plan your project properly.
More importantly, to set a realistic deadline.
If your clients know that revisions will take 48 hours, they most likely won’t ask for the final draft to be ready in 12 hours.
***
And that’s it for building an approval workflow.
Easy, right? But, don’t take off just yet.
You don’t wanna miss the next section.
It’s insider information on how to improve your approval workflow with ease.
How to improve the creative approval process
You’ve got a system for your review and approval process.
Everything is going well. Waaay better than it used to
But now, you want faster approvals. Like The Flash-level fast.
So you don’t waste a lot of time working on reviews.
Well…
If that’s what you want, here’s a checklist of things you need to follow. Think of them as the ‘five commandments of the creative approval process’.
1. Set feedback deadlines
Command number 1 *because we’re five-star Generals here* is to add due dates to each review stage.
Whether it’s being done by your internal or external review team.
Why?
You already have a deadline to submit the project. So, it only makes sense to assign dates to the approval steps. You don’t wanna be waiting around or pleading with the reviewer to send in their work.
By setting deadlines, everyone knows their job and when it’s due.
It’ll be as if Kevin Hart is somewhere in the corner of their minds shouting, “Send in your reviews, dammit.”
Now, that’s the spirit!
2. Keep feedback in one place
Picture this: You’re expecting feedback from multiple reviewers.
One person sends theirs via email. Another on Slack. Your client decided to use Skype. The copywriter, Google Drive.
And then there’s you.
Who needs to have all of this feedback in a centralized location so it’s easy to assign responsibilities.
Otherwise, this is you, after after downloading the fifth attachment from an email:
The better option is to ensure everything is handled from one location.
Reviewer’s comment. Design approval. Different versions.
All handled and stored on one platform.
With this, collaboration is easier.
Creative approval?
Fast too, just the way you want.
Plus, you won’t be getting excessive notifications or boring other stakeholders with them.
That’s something Jason Patterson, founder of Jewel Content Marketing Agency, considers a problem with modern approval processes.
According to him, too many notifications when sent to the wrong people can hurt productivity. “It can also teach people to ignore you,” he says.
And you don’t want that.
Not when you want to get everything done quickly.
3. Leave clear and actionable comments
“I don’t like the tone of this color.”
That was all a reviewer commented on one design.
It’s been one week and the UX designer has tried all the tones in that color spectrum.
And the reviewer has yet to sign off on it.
Feedback like that comes straight from hell. 🥲
It usually leads to confusion, questions, and more confusion.
The moral of the story… avoid giving feedback like that.
Stick with comments that are clear and actionable.
You know, so the UX designer, for instance, has something tangible to work with.
You could say, “Could you adjust the tone of this blue color so it’s bolder? I think it’ll align better with our brand colors.”
That’s feedback your designer can work with. It’s clear and actionable.
You’re welcome!
4. Set guidelines for external reviews
Your project is ready for approval. It’s gone through a rigorous review round from your internal team.
Now, it’s time to invite external ‘forces’ to give feedback.
But before you do that, do you have a playbook for participation?
Oh, we need one?
Well, yes, good reader.
It’s just something to ensure that:
- Their feedback aligns with the project goals.
- They don’t get lost in irrelevant details.
- Your intellectual property is locked down. Just in case.
- Their comments are fair and square. No biases.
So your guidelines could cover who’ll be in charge of managing relationships with the reviewers or clients. It could also include:
- Which documents are the holy grail of your brand …‘That no other eyes should behold.’ 🧘
- How you’ll manage version control. So everyone knows what has changed on the doc.
- What key pointers or aspects reviewers should focus on.
5. Get the right people involved as early as possible
Who needs to be on board from the get-go?
Have you reached out to them yet?
Do they know what’s going on with the project in real time?
If you want to avoid unnecessary delays and time-consuming reworking, this is something you need to do.
These stakeholders have a great idea of what the result should look like.
So involving them is like having the wizard, Merlin, on your team.
You’ll know just how to align all the steps so the first draft looks like the final one.
There guys, that’s how to build a creative approval process.
…And take it from 0-1000. 😁
Now over to you
The ball is in your court now.
You can transform your review and approval process to become so sleek…deadlines are begging to meet up. 😉
But without the right tool in place, you’ll still be running in circles.
Struggling to track reviews and who’s handling them.
We don’t want that for you.
And we’re sure you don’t either.
Here’s what you can do now: sign up to MarkUp.io for free.
See how smooth your review process will become in just 30 days.
Frequently asked questions (FAQs)
Still have questions?
We got you, buddy. Always.
Who is involved in the creative approval process?
People involved in the approval process include:
- The creative team.
- Team members from the marketing or legal department.
- Project manager to monitor the whole process.
- Clients, so they’re certain you’re doing what they asked for.
How long does a creative approval process take?
It can take anywhere from a few hours to weeks. Sometimes, even months or longer, depending on the industry.
But if you follow the tips we’ve discussed so far, you can cut down your approval time by half.
What is required to build a creative approval process?
To create an effective approval process, you need:
- Your merry band of creatives.
- A proofing tool with collaborative functions.
- Internal stakeholders like your marketing team.
- Client representatives.
