Why – The Brief & Debrief
A pre-assessment of situation and needs is critical both to understanding the design assignment and to the success of the project.
Therefore, the first step of the process is about internalizing the client's situation. Questions we ask ourselves in this first step of the design process are whether the visual identity is aligned with the core brand identity and whether the visual identity leverages the power of the organization and its products. These and other questions give us information about the client’s needs for the future business.
We meet with the client to discuss the situation. Thereafter, we conduct our own research. Here, several aspects are put under consideration. For example:
• Business and Brand Strategy
• Situation analysis of competitors, market and other relevant
factors
• How and in which environments (both virtual and physical) the
identity of the client is to operate
The overall
understanding of the client's situation is found through different channels:
• Close
cooperation with the client staff involved
• Internal
analysis: Interviews or workshops
• Assessment
of existing materials
• Observations
The research
results in a brief presentation of main conclusions, which is presented to the
client. Together, we discuss the findings.
