- In the 1950s and '60s, design firms had a standard list
of items that a client wanted for their brand collateral.
Everyone got the same list, a stationary system,
press kit folder, press release form
and capabilities brochure.
Today, the world is more complex, each client is different.
The audience drives a selection
of materials that will be the best.
If the target audience is older,
you might suggest more printed materials over time.
Information that lives on a website
may not get to someone over 70.
Alternatively, if the audience is younger, digital platforms
can do most of the heavy lifting to impart information.
I start the process to determine what media
to use by listening to the client.
They will have a list of needs.
Most likely expressed as specific items.
Now, here is the trick,
clients often give the wrong assignment.
They rarely say, "I need to communicate this idea."
They usually say, "I need a brochure."
Clients have only seen brochures
and may be unaware of other options.
It's your job to take that statement apart and ask,
"What do you want the brochure or another option to do?"
Once I know what I am communicating and to whom,
I can come back with a list that I believe works.
Perhaps, a brochure is useful,
but isn't the best vehicle to convey something.
For example, when talking to college students
about an event, maybe a website,
or poster is better, or a promotional item.
It's my job to make these connections.
Using an alternative deliverable
may take a little convincing.
People gravitate to what they already know.
So, I may show examples that have worked
in other situations, I don't need
to use only my previous projects.
They simply need to reinforce the reasoning
as to why one item is a better choice than another.
Of course, if someone has their heels dug in
and insists on a holiday card to promote a product,
they aren't wrong or bad, there must be a reason
why this is important to them.
It's my responsibility to listen
and get to the core of that reason.
And sometimes go ahead and design
the best holiday/product promotion in the world.