Start the conversation about the business, not the design.
Design doesn’t start with a logo or a moodboard. It starts with the real conversation about what drives the business, what frustrates customers, and where trust is built—or lost. Skip the buzzwords. Forget the polished elevator pitch. Start with the truth.
Don’t start with a brief.
Don’t start with a logo.
Don’t start with the moodboard.
Start with a conversation.
The real version of the business.
Not the polished elevator pitch.
Not the marketing façade.
What really drives it.
Sometimes a business can feel a little scattered—like the pieces are all there, but the story isn’t clear. (When Your Business Feels Scattered)
What can be frustrating.
Who buys—and why they truly choose it.
What it needs is raw material, not “approved copy.”
That’s where the right tone comes from.
The visuals.
The message that makes someone stop and think, this is for me.
No buzzwords.
No “professional” act.
Just talk.
Because often, what’s in someone’s head doesn’t come out as words. Part of the work is turning the vision in your head into something real—listening for what’s unsaid and translating it into something people can see, feel, and trust. (How to Turn the Vision in Your Head Into Something Real)
If stuck, five anchors:
- What are clients always thankful for?
- What problem is solved that no one else gets quite right?
- What do people most misunderstand about the business?
- If it disappeared tomorrow, what would they miss most?
- At what moment is trust built—or lost? (The Funnel of Trust)
This is where design begins.
It doesn’t start with a logo or moodboard. It begins with the truth of the business—what drives it, frustrates customers, and builds trust. Skip the buzzwords. Start with a real conversation, not a brief. It's about (Clarity in Complexity). That’s where meaningful design—and the right message—comes from.