1. Introduction

Our core philosophy lies in our creative methodology. Anyone can build a website based on a set of rules but few people know when, how and why to bend or even break these rules if they never truly understood why those rules exist in the first place. Combining creativity with a fortune of experience is the key to having a website that is unique AND functional.

2. Creativity


To be creative is to invent and innovate. Creativity is the only way to extend yourself beyond the reach of your competitors for a brief period in time. Being creative means you run into new problems that need to be solved because you are moving outside the paradigm of convention.

Not every problem needs to be solved in a new way, but the question should always be asked – ‘Is the solution proposed by convention the most appropriate and/or relevant?

At Fluorescence Interactive we believe that every project is unique just like every problem is unique and therefore every solution should be unique.

For some clients, conforming to the norm or ‘adopting’ a concept is an ideal way to ‘seem’ credible and often reveals a deep sense of insecurity in their own product or service. The key - is to - at the very least, ‘think’ you could be the leader in the field, especially on the web, where your competitor is just a mouse click and a bigger banner ad away.

3. Creative Methodology

We value our creative methodologies and don’t intend to share all our secrets with the world, but we do have a basic paradigm that we more or less like to stick to. It is embryonic and has been adopted, moulded and reinvented from plethora of existing creative methodologies from some of the most creative minds of our time in advertising, design and general problem solving.

Our creative lifeblood is our inspiration to “Say Something New”

Ultimately we measure our creative solutions by four simple ideologies. For us a creative solution has to be emotive, it has to be communicative, it has to be exclusive if only for a brief period in time and it needs undergo a set of procedural requirements to ensure it is a sound and lasting concept.

For something to be emotive, in the simplest terms means to cause an internal reaction within the user, positive or negative. The simplest logo can be ‘emotive’ if it relates to something that makes us happy. Simplicity evokes a sense of prosperity and confidence for example. To attract is emotive and to distract is emotive, to disrupt is emotive and to consent is emotive.

Communication (or effortless communication – as we call it) is the name of the game, but is often easier assumed than executed. To communicate is ultimately the most important aspect of any creative concept. Without the communication, the concept is lost in bowl of grey goo for someone to go and find.

To be exclusive for a brief period in time is to lead for a brief period in time - at the very least in the area you are exclusive in. To be exclusive is where most agencies fall apart, it is easy to do what everyone else is doing, but coming up with something completely unique requires REAL creative skills and years of experience thinking as a true creative.

Finally - coming up with creative concepts are as important as testing them before they are exposed to the world. A caveat of being creative is in the risk that it could fail, miserably and it would be too late. For this reason we have developed a diligent set of procedures and ideologies to test our creative concepts and eliminate most of the risk.