Logos, book covers, fliers, websites, or social posts are seen every day and, when effective, will elicit some sort of reaction from the viewer. We all have opinions on the communication efforts we're surrounded by every day. As a freelance graphic designer and marketing consultant, I understand the necessity of balancing my own experiences and opinions with those of my clients. While it's their product, they hired me for my expertise. Managing creative projects requires FINESSE in communication.
Enjoy a sneak peek into the six communication points I make during each initial creative presentation.
Creative Work Is Personal
Why do I follow a process? Creative work is personal! As a designer, I'm responsible for bringing someone’s vision to life. This means the execution depends on me. My understanding of the product or business, market trends, technical details, and creative skills set me apart from the client.
My Client, Alice
Meaning? I have to bring a client along in the process. If they are dumped right into a finished product without understanding the journey, my design will be misunderstood or outright rejected.
6-Points for Communicating Creative Materials:
Clearly define the request
Discuss the process you underwent
Report the client’s input
Manage expectations
Present the creative work
Clearly define the next steps
What do these steps look like in action? Let me introduce you to Alice, a public speaker and author.
She hired me for a rebrand. We sat over coffee, and this was how our initial concept presentation went.
Points 1 and 2
Alice (name changed for privacy) has been a public speaker for over 14 years. She has garnered an international following but has outgrown the look she started with. 1. Clearly define the request: She wants a new logo, color scheme, and brand voice.
We didn’t spend much time on this; mostly a statement acknowledging the purpose of our working relationship. 2. Discuss the process: Alice was informed of my process including her part in the initial information gathering. I’m bringing her along on my creative journey.
Pivotal Point 3
Yup. All good up to this part. Agreement on scope and process. 3. Report the client’s input: This is the most important step! I visually represented Alice’s input in text and pictures. By reporting back the information provided, I am reminding her of what she said and acknowledging I understood what she wants.
Why is number three most important? Simply put, a client may have forgotten what they initially thought or said. This step opens the door for client input if they forget to mention something. Case in point, Alice forgot to mention her favorite color and the need for incorporating it into the design.
Points 4 and 5
Leading to the importance of 4. Manage expectations: Alice each design is 50-60% done. As we discussed at contracting, you’ll receive 2-3 different concepts to review and select for further work to be done.
I asked her to be open-minded and understand these designs are not complete, and I value her feedback on the direction from this point. Then 5. Present the creative work: I gave her three logo options. Each is completely different. Each is highlighting her key points. Each being my incarnation of the concept.
Had I not brought her through the process and just said, “Here you go.” She likely would have rejected concept one on the spot. Didn’t happen, thankfully. This means I had communicated effectively and brought her along the creative journey.
Implementation With Point 6
After talking through the concepts, 6. Clearly define the next steps: I gave us each homework. Here is what I'm going to do for you based on the discovery of missing information from step 3. These are the steps, Alice, you are going to take with the creatives. After we complete both of these, we'll move into the next phase of our project.
Communicating Creative Materials
The success of any creative project hinges on clear and effective communication. By communicating these six points, you not only ensure that your client feels involved in the process, but you also increase the likelihood of delivering a final product that truly resonates with them. Communicating these points ensures your work is understood, appreciated, and ultimately approved by your client, no matter what the creative work might be. I encourage you to think about how you can apply these steps in your own creative projects. How might they help you bridge the gap between your creative vision and your client's expectations, ultimately saving you both time and money?
Jessica Morgan is an award-winning solopreneur and owner of WSD Services, a full-service marketing and graphic design firm. As a consultant, Jessica serves clients where their greatest needs are. Website copy, landing pages, social media, and graphic design fill most of her workload. She specializes in brand development and management.
“I love helping small businesses find who they are as a brand!” She has worked in industries ranging from minor league baseball, telemedicine, home services, and outdoor recreation. WSD Services specializes in brand development, content creation, and overall communication support.
Jessica is a wife to Joel, mother to Amelia (15), Nic, (13), and Wim (11). In 2020, she finally became a dog mom to Cassie, her beloved mix-breed (they claim she’s a cojack). In the spring and summer, she’ll be found at the youth baseball fields and most Sundays can be seen volunteering at her local parish. She serves on the board of directors for the Tri-Cities, Washington chapter of the American Advertising Federation.
The elements of the FINESSE fishbone diagram® are Frame, Illustrate, Noise reduction, Empathy, Structure, Synergy, and Ethics. Communicating with FINESSE is a not-for-profit community of technical professionals dedicated to being highly effective communicators and facilitators. Learn more about our publications, webinars, and workshops. Join the community for free.
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