Shark Attack’s clients vary enormously and so do the projects that they bring to the studio. It stands to reason, therefore, that there is no simple checklist of things to do that takes a design project from brief to solution. However, certain recurrent milestones occur in almost any design endeavour, although the degree to which they come into play (relative to each other) will vary according to the project and to the client’s wishes. They are:

Consultation
Identify objectives
Concept
Design
Production

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1: Consultation

Often called a ‘Discovery Meeting’. Meet with the client and talk to them about the project and, more generally, themselves. Design being about communication, it is important to take the time to understand the client’s business before anything else. top

2: Identify objectives

Delineate the specifics of the project at hand. It is essential to be clear about a project’s goals, and it is often true that clients have only a sketchy idea about what they want to say at the start of commissioning process. Helping them to decide upon a clear set of objectives at this point will make for a better brief; better design will result and everyone will benefit. Furthermore, such a discussion often leads to the identification of further objectives and options that the client had never previously considered.

There is a good article on what a well-produced design brief should contain at the Design Council site. top

3: Concept

With design objectives clearly identified a costing is drawn up for the project (or, if an earlier costing had been given based on less information, the client will be informed about any changes to that quote). Upon acceptance, the next stage is to develop a strategy for the project — setting out in loose terms the stated aims, how they are to be achieved, and in what time frame. This concept is submitted for client approval. top

4: Design

The actual design process, progressing from preliminary sketches through to final artwork, with client approval at appropriate points along the way. The precise details of this design work and the time frame will of course vary from project to project, as must all stages in the design process. top

5: Production

Depending upon what was earlier agreed, the production stage may simply involve supplying final artwork to a printer of the client's choosing, or it might require Shark Attack to source and brief production companies. ‘Production companies’ can be taken to include such agencies as printers, CD duplication services, web hosting companies, and/or any other third party appropriate to the nature of the design project. top

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Ian Rankin / The Falls
Book illustration
Readers Digest Association Ltd.

John Grisham / King of Torts
Book illustration
Readers Digest Association Ltd.