Before a good designer starts work on any design and branding project, they (time allowing) find out as much about their client as possible. The logic being that the better a designer understands their client, industry and audience, the better the end product will serve the needs of their client.


For our part we’ll certainly try to get to know you as well as we can in the time we have.


It’s a useful part of a project because through the process of having to define (or redefine) themselves, a client is better able to present the ‘problem’ that they are asking the designer to help solve. After all, a really effective solution isn’t possible unless both the client and the designer understand the questions that need answering. Hence the importance of this inceptive stage of a project. It allows all parties to see what the problem is and makes them more effective agents of change when solutions are proposed.


Having been through this process many times, with all sizes and shapes of client, we have our own ideas as to what needs to be done. We begin every design, branding and identity project by finding out as much as possible about the client, their industry, what differentiates them and their audience. We want to know about their history and what they imagine their future to be. In short, we want to know our clients inside out, the better to communicate effectively on their behalf through our work.


No two projects are the same but here are a few of the aspects of a brand that we’ll work hard at understanding and establishing before we begin the creative process.


  • What does the organisation (and their products/services) do? What needs does it fulfill for its clients?


  • What is the history of the brand? Is it unusual? Unique? Is there a story to be told?


  • What is the future of the brand? What story is waiting to be told?


  • What industry does it operate in?


  • What market research has already been done (and can be shared)?


  • What differentiates it from others in the industry (what is their USP)? How does it explain this to the target audience?


  • Who is the target audience? Is there a customer profile and if not what is known about their demographic and psychographic characteristics?


  • How should the audience feel about their interactions with the brand?


  • What does the brand hope to achieve with this project? Is there a problem that needs to be solved? What is the matter with what is already in place?


This sort of information (ideally extracted over a few cups of tea) helps provide the answers and questions we need to produce effective work. It works. Find out how it could for you too by getting in touch today.


By Oliver Brown