Design for clients who aren’t sure what they want | Hello Starling

Design for clients who aren’t sure
what they want

Design for clients who aren’t sure
what they want

Posted - 1 August, 2014

 

It takes all sorts. Some clients have a clear idea of what they want – perhaps they already have a visual in mind or simply want something that is consistent with their existing guidelines. On the flip side, some clients aren’t sure. They want change (or an entirely new design) and can see that it would benefit their organisation, but they don’t know where to begin.

 

Of course our design team like both scenarios here at Hello Starling (and it’s worth pointing out you get customers at every point on the spectrum), but when we get a client who has less of a firm idea in mind, we push hard on these points to make sure they get the very best work out of us.

 

  • R & D. While the design might be up in the air, we certainly need to know everything we can about the organisation and what they hope to achieve. Form follows function here and even though you don’t have a clear idea of how the design will end up looking, we most definitely want to know what function you want the work to perform. The first step always involves an extended chat with our new client followed by exhaustive research on our part. We want to know all about you, all about your (current and hoped for) audience and all about the context your organisation works in.
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  • Feedback. We return to the client with a brief outlining our thoughts and ideas and where they might take the work. This allows the client to get a feel for the direction we want to take them. Rough visuals bounce around and finally the client gets a-hold on a visual to match their nascent idea.
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  • Design. We take the feedback from the client and reduce our designs to the constituent parts that worked well. We want to capture the essence of the brand and deliver clarity of purpose to the work. Does it work? Does it deliver on the original targets we set together?
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  • Details. We are pedants about our own work – and when a client entrusts us to create a piece of work, they are also entrusting us to create work without problems or errors. It won’t look like anyone else’s logo. The design will work no matter what screen you are looking at it on. Anything that gets in the way of the target audience and our client is dealt with.
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  • More feedback. We often find that clients develop their ideas as we do and we absolutely encourage this. The more feedback, the better the final work will be.

 

We want you to feel as if you completely own the final design, and see our job as teasing out that latent potential from your brand. You may have come to us without many preconceptions of the final design, but we want you to leave surer of your brand identity than ever.


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