Working With A Designer

Before any work begins, we suggest the following: a communication strategy; assigning one company staff person as the decision maker and key contact for graphic design; a written contract covering project parameters and responsibilities; money matters such as estimates and billing; and a project timetable. Since the communication strategy is the single-most important element guiding a project from its initial stages through final refinements, make sure that you and the graphic designer understand what it says.

Initial research should include an audit of your competitors' and your company's current communications. In trying to establish a distinct position for your company or one of its products or services, you don't want to mimic a competitor's work or contradict a message your company just sent out.

The first stage of creative work includes concept development. This is an exciting process, exploring various options and weighing their merits against the communication strategy. Once the concept has been established, the refinement stage begins. Along the way, you see the project evolve, each time becoming more refined. Other creative work such as writing, illustration, or photography usually occurs simultaneously with refinement process.

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Content provided by AIGA, The Professional Association for Design

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