- In my experience, there are three ways a redesign project
lands on my desk.
First, the client knows they need a fresh look,
but may not know exactly why.
Second, the client knows exactly what the issue is
and is ready for a change.
And finally, I suggest to the client that we need
to redesign the logo, website,
or whatever the project requires.
Let's start with a client who recognizes
that something is wrong, but is unsure of the reason.
Communication here requires a light touch.
You don't know how intimately the client was involved
in the current work.
If you start with, That's dumb,
he or she will likely be offended.
Speak about evolution and focus on the client's goals.
Determine what the issues really are
before designing anything.
This creates a dynamic that is more about communication
than subjective points of view.
Whether I like the way it looks now is less important
than is it doing it's job.
Next, for the client who is sure he or she knows
why they need a redesign, you're role is not to become
a short-order cook.
You aren't servicing the client
if you only do what you are asked.
This, again, is the time to dig in deeper.
Is the suspected issue the culprit
or is there something else problematic?
Your client will always know their business better than you,
but perhaps they're too close to the problem
to see the reality.
In this instance, I don't dismiss the client's directives
or ideas, I include them.
I may meet and demonstrate how their proposed solution
may work and then what I believe the other
or more important issues are.
I had one client that insisted he needed a logo
with a blue background.
The larger issue was the confused brand message.
I showed him all the other blue logos of his competition.
I also made a page of comments his employees
and audience said that confirmed the confusion.
And there is that project that you begin and realize
there are multiple other elements that require a redesign.
The client probably is unaware that there is a problem,
or that you can help solve it.
At times, once the project is completed, for example,
a menu redesign, it is more clear
that the logo needs updating and then the website and so on.
I don't throw all of this at the client at once.
Instead, I start with an important element
that is the cornerstone, perhaps the logo,
and then move on to the others.
Sometimes the process requires a client to get used to
the shallow end of the pool before diving into the deep end.
There's a fine balance at work with all of this.
The designer needs to be honest and clear,
willing to point out uncomfortable truths.
But at the same time, take the temperature of the client
and move at a pace that isn't a shock to the system.