The first step is obviously enough to clarify the project requirements and goals. I have found that this simple step is often overlooked and yet it is crucial for all involved to know what exactly is being requested and why it is needed. Graphic design cannot exist without a purpose. The goal of any piece should be to communicate something to an audience, not to create something for its own sake, and so it is critical that we are clear on what is to be communicated, to whom it is being communicated, and most importantly why. It is only by setting goals that we can sure of meeting them.

The next step is to work out a project schedule. I normally work backwards from a client deadline to block out the necessary time for printing / development, revisions and design time to figure out how much can reasonably be given to each. With this framework in place, a series of milestones will be put in place to ensure that all are clear on where the project progress should be at all times, as well as knowing who is responsible at each point. This structure will ensure that a project is delivered on time (and on-budget).

With these building blocks in place I will then begin the research and initial design phase, at the end of which the Phase 1 design comps will be presented. In an ideal world I have gotten it exactly right, the client is thrilled with them, one is chosen and we skip a few milestones to go straight to production. This is normally not the case however, nor should it be. Design works best as a collaborative process and it is important that the client gives serious consideration to the design options as presented to see if they are meeting the project goals as discussed at the projects inception and what might need to be altered to improve the success of the piece.

Once any required revisions are made (Phase 2) and a design is approved, we will then proceed to Phase 3, where the production is taken care of. This means that all print artwork is re-built to ensure that it is accurate for press, or files are correctly built for a developer in web projects. Colours are finalised and checked against swatchbooks for build accuracy, and all typography is carefully proofed for consistency and legibility.

Once this is all done, and final artwork is approved, I then send the files to the printers/developers for building (Phase 4). I co-ordinate closely with all my vendors to ensure that they are happy with the artwork as sent and that they are clear on the project goals and deadlines. In the case of print projects I usually go to the print shop itself to proof the piece on press to ensure that colours and layouts are being printed as desired. With web projects I receive builds of the webpages as the developer is working, so ensuring that the site matches the approved design and works correctly across all browsers.

This all leads to final delivery as promised, on time and on budget, to a happy client and a proud designer.