␡
- Setting the tone
- Questions before ideas
- Summarize the business
- Summarize the project
- Who decides?
- Give your client time and space
- But maintain the focus
- Research with purpose
- Assembling the design brief
- Tapping into something special
- Nature's poetry
- Field research that makes a difference
- Bringing the details to life
- Giving form to language
This chapter is from the book
This chapter is from the book
This chapter is from the book
This chapter is from the book
Summarize the business
Here are a few questions to use as a starting point. Every company is different, and every industry has its unique points, so change this as needed.
In her book Designing Brand Identity, Alina Wheeler framed it well with these four essential prompts:2
Who are you?
Who needs to know?
How will they find out?
Why should they care?
Once you’ve covered those basics, dig deeper. Ask how much the product or service will cost the customer, and what the company’s projected annual sales are. These answers give you context not just for design, but for positioning and scale.
