A good design project doesn’t just need a brief and a deadline, it needs a shared understanding of what happens between the two.
Get ahead by knowing what’s coming, when decisions are needed, and where delays tend to creep in. When both sides know what to expect, projects run more smoothly, cost less to correct, and better work is produced. This is how I work, and why each step is there.
The process, end to end
Intro call
A conversation to understand what you need and whether we’re the right fit for each other. No charge, no obligation.
Outline proposal
A written scope covering deliverables, fee, and timeline. The basis for everything that follows.
Kickoff discovery session
This is where the work really starts. A structured session to go deep on goals, audience, constraints, and what success looks like.
Design research
Benchmarks, references, and visual exploration that inform the initial concepts. Invisible to the client, essential to the output.
Stage 1 design concepts
The goal is to establish the right creative path.
Check-in call + client review
Before going further, we talk. See notes below.
Stage 2 design development
Refinement based on agreed feedback.
Review rounds
Between one and three rounds depending on scope and budget.
Final refinement
Detail, check consistency, polish.
Approval
Sign-off before files are prepared.
Final file delivery
Everything you need, in the formats agreed.
The check-in call – what it actually catches
Part of the way through a project (a few slides into a deck, say), I’ll flag anything that needs a decision before I go further. Not because something has gone wrong, but because catching a misalignment at slide 6 is a lot cheaper than catching it at slide 40.
Here’s the kind of thing that typically comes out of one of these calls:
- I’ve pulled this section forward and pushed that one back – is the hierarchy right?
- You switch between ampersand and ‘and’ throughout. I’ve standardised to ‘and’ – happy for me to continue?
- There are two icon styles in the source files. I’d suggest we pick one and apply it consistently.
- A colour appears here that isn’t in the brand guidelines – intentional, or should I stick to brand colours?
- This graphic could be better aligned – happy for me to redraw it?
- I’ve converted this table into information boxes to make it more visual, easier to read. Shall I treat all similar content the same way?
- These titles vary quite a bit in word count, which affects the visual balance. Can you edit them to be roughly consistent?
- I’ve added icons here – is that OK?
None of these are problems, they’re just decisions. The check-in call makes them quick and easy rather than slow and expensive.
The lags worth knowing about
Every project has variables outside anyone’s direct control. The following are the ones that most commonly affect schedule or cost.
Client decision time The gap between receiving a proposal and confirming the project sets the start date. The longer that gap, the later everything else shifts.
Review turnaround Feedback that comes back in two days keeps the project moving. Feedback that takes two weeks doesn’t just delay that stage, it affects everything downstream.
Asset and font access Brand fonts locked behind a licence, logos in the wrong format, images still being sourced – these are among the most common causes of unexpected delays. Flagging them at the brief stage avoids them becoming a problem mid-project.
Brief changes mid-project Seeing something designed often clarifies what you actually want which is normal and fine. If a direction changes significantly after the brief has been agreed, it can affect time and cost.
The ‘back pocket’ reference The mood board or example that shows what you have in mind – bring it early. It will save time and cost.
The more we both understand the shape of a project before it starts, the less time we spend managing surprises and the more time we spend making great work.
AUTHOR: Nikki Shield
Nikki has over 25 years experience of working with businesses creating logos, graphics and design collateral. She understands the importance of interpreting a brief with the individual project goal at the forefront.
