Approaching a new project is tricky. My job is to understand not only your project's parameters but also a bit about how you think and your very subjective tastes. Let's take a logo project for example. After letting you tell me all about your project in your own words I start asking questions. Sometimes lots of questions…
1. What is the business problem we are solving?
2. Who is your audience? Very specifically whom are we selling to?
3. What is your objective?
4. What is your message?
While simple, these questions can be hard to answer. So I try to ask them from different angles in an attempt to get a real sense of the history of the business, this unique project and your taste. I also like to get a sense of the design work that has come before. What have you created that you love? What themes might continue? Or, do you want to wipe the slate clean and start over?
1. How would you describe your business?
2. What are your company's long-term goals?
3. What are your short-term marketing goals?
4. Who are the competitors in your marketplace?
5. What makes your product or service unique?
1. How would you describe your product or service?
2. What is the name? Do you have a preference as to how it is written out? Does the logo have to use the full legal name or will you have a marketing name?
3. Do you have a tag line? Should it appear with your logo?
4. How do you intend to use the logo? Where will it appear?
5. What is the launch date? Does it need to coordinate with an event, trade show, etc.?
6. Do you have a set budget?
7. How do you want your customer to describe your logo? OR What three adjectives should describe your logo/product/service?
8. Will this project fall within any existing brand standards?
9. Who will the decision makers be?
These questions may be accompanied by some visuals to help explain, access to the internet can be helpful to pull up image searches.
1. Is there specific imagery you want to use?
2. Are there colors we should explore or stay away from?
3. Are there any particular typefaces that you love or hate?
4. What logos do you think are working and why?
The list can go on an on. And I can be very persistent. Sometimes I will come back with more questions after the initial meeting. The end game is always the same—trying to get inside of your head and hear and create the perfect visual representation of your business.
Are there any questions I missed? Leave a comment and let me know.