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September 15, 2014

We explore the importance of purpose and understanding client objectives

We’ve been talking a lot lately about how we do things in our design team here at JuiceBox. 

We have long discussions with our clients before deciding to work together. We discuss their aspirations and consider the best way to achieve their goals. We pull apart their market. We analyse trends. We buy their competitors’ products and services to put ourselves in their customers' shoes. We identify their values and brand personality. We change their names. We read and read and read. We map processes. The list goes onRoblox HackBigo Live Beans HackYUGIOH DUEL LINKS HACKPokemon Duel HackRoblox HackPixel Gun 3d HackGrowtopia HackClash Royale Hackmy cafe recipes stories hackMobile Legends HackMobile Strike Hack

This painstaking preliminary stuff goes deep, and often takes a considerable amount of time. And at every step of this process, we’re desperate to get designing.

Only fools rush in

For some designers – folk naturally more comfortable spanning headphones-on, uninterrupted hours with a sketchbook and Adobe Creative Suite – this process is heavy. But the more we discuss it the clearer it becomes that it is absolutely central to the way we do things: it makes us do better work.

A few of us went for a drink the other day and inevitably the talk spiralled (and spiralled) around brand design. The vintage Swan Draught tap artwork is brilliant. The billboard over the coffee shop is hilarious. The kerning on the cover of the novel Mike is reading is masterful. We obsess over this stuff a bit, and that’s good. We’re passionate about making things that look really, really great.

If you don’t know your client you’re a rubbish designerWatch Ungodly Acts (2015) Full Movie Online Streaming Online and Download

But whilst that is a valid goal on a personal level, it’s a shallow and unsustainable business one. Ultimately success for us is creating visual identities that achieve our clients’ goals – whether that is getting more business, getting a different kind of business, or something else entirely. And so the passion, obsession and skills are worth zero without the analysis and strategic immersion.

Be a know it all

This is the lesson they don’t teach you well enough in design school: if you don’t know your client you’re a rubbish designer. People engage professional designers because we do something that they can’t, we communicate their messages in ways they cannot. But if we don't truly understand our clients’ goals and our work isn’t focussed on meeting those goals we’re producing something that won’t work and is disposable; or ultimately rubbish design.

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