Chapter Four: Laying the groundwork

At some point down the road, you may find yourself educating your client about design, but first you must educate yourself about your client. Without knowing the nitty-gritty details of your client’s business, his reasons for seeking a brand identity, and expectations of the process and the final design, you cannot possibly be successful.

Gathering these details takes a significant investment of time, and more than a little patience, especially when you’re itching to get started on the fun part—the act of designing. But if you scrimp on the time and attention required at this early stage and dive right into the design work, you risk completely missing your client’s mark.

Shaking out the jitters

At the onset ...

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