The art of interviewing your client [creatives]

Posted: August 23, 2010 in Design, I Don't Know, Management, Marketing
Tags: , , ,

For designers, it’s never enough to merely follow the design brief a client gives you. In identity design, we view our projects as opportunities to dig deep, mining the best parts of an organization to get at the heart of what makes each client unique. It’s these nuggets that are essential when attempting to distill a company’s essence into a logo.

Gathering these insights requires a crucial bit of give-and-take — not as easy as it sounds. Like being a good investigative reporter, a great designer is dogged and determined, yet pleasant, empathetic, and challenging. I’ve come to believe that the best creatives are equal parts artist, therapist, and journalist: generating ideas, giving and receiving feedback, and communicating the results well. [read]

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