I’ve had clients come to me for any number of things: logos, brochures, SOP documents, training manuals, reports, and more. They’re looking for a specific deliverable. My goal is for them to leave with a solution.
No matter what someone asks me to create, I try to step back first. I ask them detailed questions. The exact questions change from project to project, but they often sound something like this:
- Who are you talking to with this piece?
- How are you getting it to them?
- What’s the purpose of this piece?
- What story are you trying to tell?
- How do you want people to react or feel?
I don’t ask these questions because I’m nosy or invasive. And I’m definitely not questioning their motives or intelligence! These questions often change the project itself. What started as a request for a logo or a document becomes an opportunity to solve the problem that made someone ask for it in the first place.
Let’s take a regular request I get: a new visual identity (read: logo).
Many designers might jump in immediately with sketches or even AI iterations. But without deeper knowledge that work will be generic. Ineffectual. Uninspiring.
My identity clients get a 12-page Brand Blueprint. It might be a little daunting and I acknowledge that upfront. I ask them to fill out what they can or we will work on it together. I know it’s a lot. I was a little overwhelmed the first time I looked at it, too, and I created it.
Sometimes clients apologize because they don’t have all the answers. Sometimes they realize halfway through the process that they’ve been asking for the wrong thing.
But those who take the time to be as detailed as possible quickly discover the gaps. The areas they haven’t defined. The questions they never stopped to ask themselves.
They end up with a clearer vision of what they need. And so do I.
Clients who need process documents or long reports get the same treatment. They may not receive a 12-page Brand Blueprint, but they still get the questions. We dive into the who, what, when, where, why, and how until we get to the real heart of the issue. This approach resonates with my clients:
- “Looking past the initial directive, she’s able to see the full scope of work and provide suggestions to better the product or design.”
- “She asks lots of questions and makes sure she has a clear understanding of what you need and want before designing.”
- “Highly recommend reaching out if you want to learn strategies to improve your company’s branding and media presence.”
- “Very passionate about her work and takes time in understanding your brand and what your goals are!”
Over the years I’ve realized that the brochure, report, website, or logo is rarely the most valuable thing I deliver.
THE REAL DELIVERABLE IS CLARITY.
- Clarity about who you’re talking to.
- Clarity about what you’re trying to accomplish.
- Clarity about the next step your business should take.
Getting clarity is often where the real work happens. Once we have that, creating “the thing” is the easy part.
