This is the amount available to pay for the designer and the deliverables.
It’s easy enough to put it in a pile and think you’ll remember everything.
Review before you begin to design and again before you’re ready to present your concepts to confirm you’ve met the goals.
It’s just like putting together an outfit or decorating a room.
Is the company looking to grow their mail list, get more clients, gain awareness, sell more of their product or change their image?
For the client, it’s flexible enough to use across many platforms and will put them on the road to success.
For the design, it will be a fabulous portfolio piece.
The designer knows the basic project objective but even that’s vague.
They know the audience and project concept but have no idea about tone or deadline. It includes the scope of project, contact info, problem to solve, audience, sizes of materials needed and deadlines for all pieces.
Ask how they’ll measure success of the campaign or the piece. Do they want to increase their sales by 10 percent?
If you’re only designing a new logo for them, there may not be any measurable results—so ask how the new logo will be used and how it fits into their new business plan. Are they looking for customers to click through to buy their product, sign up for a course or make a phone call?