Every project begins with a client meeting where we discuss objectives, messaging, brand management and timeline. I may ask to see examples of work they like and examples of work they don’t like. I do not believe it is possible to create an effective design with limited client interaction and input which is why design sent overseas or procured from design contests usually does not communicate the message the client needs…whether the client realizes this or not.
When I was in design school, we were taught that the computer is just a tool used to get the job done. We were still taught how to keyline and manually set type. Every design began on paper using a pen to develop sketches. One instructor I had encouraged us to use ink instead of a pencil for sketches because you can erase pencil which erases ideas, good or bad. I think about this every time I sit down to begin the ideation phase of any project.
Once the sketches have been refined they are usually turned into a digital mock-up, most often using Photoshop. These digital mock-ups are presented to the client. A direction is chosen for the project and production of the design begins. Content is inserted, photography and illustration is finalized and carefully placed and finally, the first draft is presented to the client for review. Changes and alterations are discussed before moving on to the creation of final files.