A client will often have a general idea of what they want, other times they have no idea. My job as a designer is to get inside their head and turn that vision into a reality. When given a creative problem, the first step is to look at related imagery, concepts, ideas, etc. I want to know what the client loves and what they hate. I look at solutions to similar problems to see what is working and what is not. I want to see what your competitors did so we can figure out what we need to do to make your design better than theirs.
Next step is to get the ideas down on paper, both in writing and in doodles. This includes good ideas, bad ideas, random thoughts, obscure concepts-everything. This sketching/brainstorming process is crucial, as this is where connections start to happen and ideas start to click.
After a through series of researching, brainstorming, and sketching, I filter the ideas down to the strongest concepts and present them to the client. Sometimes they’re hand-drawn sketches, other times I go to the computer and start laying things out; it all depends on the project. I develop the concepts until I have a set of solid options that we can work from.
It’s extremely rare that we hit the nail on the head and arrive at the perfect solution right off the bat. Sometimes only minor revisions are needed; other times it’s back to the drawing board. I want the client to love what I’ve done for them; therefore I treat each project as if it were my own, applying persistence and patience towards finding the right solution.
Once the client is happy and we’ve both agreed that we’ve reached the right solution, the job is still not quite done. For the final proof, I go through a process of tweaking, fine-tuning and critically analyzing everything from spacing to alignment to color adjustment. I’m a stickler for craftsmanship so I approach the final render with strong attention to detail and fine-tune the things that the average person doesn’t even notice.