GRAPHIC DESIGN

In my liaisons with clients, my first task is to understand their communication goals and what they had in mind for deliverables. Rarely would I meet directly with the executive giving the order—the meetings tend to be with middle managers or even trainees. The challenge becomes interpreting what their interpretation of the request was.

Many times, the client comes immediately with a list of deliverables (“I want a brochure!”), however when I would get to the root of the goal, it would become clear that other channels would be more appropriate. Of course, the hardest part of that is trying to resolve the client’s desires with their needs. Sometimes a compromise is in order—I will show you what you want, within the boundaries of what you need.