Hiring a graphic designer to help with your brand’s marketing needs can be a daunting task to someone who struggles with articulating creative concepts. You may have ideas swirling around in your head but find it difficult to deliver it in a way a designer can understand (and vice versa). Over the span of 15 years, I’ve learned that building a relationship with a client from day one and keeping the communication as precise as possible will result in both parties being happy with the results. Some preparation ahead of time will not only help the designer see your marketing needs more clearly, but it will also help with the bottom line.
Define the Project
Before the meeting, knowing what materials you’ll need is key. Are the pieces digital or in print? Is it a logo, a brochure or a website? Do you already have a brand established? Are you looking for a re-brand or a refresh? (Here’s how to know the difference.) In any case, bringing examples or documents that support your vision can help the designer bring forth a product you’ll love.
Fill Us In
At the first meeting, give an overview of what your company is about. Key messaging or a mission statement is also a helpful way to direct a designer’s understanding of the business. Be as specific as possible, including who your target audience is. Discuss some ideas about what the project is or a rough idea of what you would like it to be. Be open to a brainstorming session that will allow for creativity to flow. To avoid any confusion later, it’s a great idea to discuss all the logistics of the project from start to finish. This would include concepts, drafts, editing, deadlines and production.
Get the Ball Rolling
If you need inspiration, here are a few ideas that clients have brought to our meetings to open up the conversation:
- Pinterest board for inspiration
- Website pages you admire
- Key words or phrases of the look or feel you’re going for
- Paint swatches from a hardware store of color palettes you enjoy
- Sketches on paper/napkins
- Logos from other companies and why you like them
- Documents with your company’s messaging and mission
- Photos of your company’s office and environment
Next time you are meeting with a graphic designer, hopefully these tips and advice will open a creative portal that will make it an easier experience for you and the design team. For more on working with creatives, check out our write-up on 3 Tips for Working with Creatives.