When I started out in my graphic design career, I accepted a project with a team focusing on marketing a rather abstract concept. They hadn’t done much graphic design or marketing work before for their organization. My first assignment for this client was to design a banner for an event - under some shaky circumstances.
Client: Sorry this is last minute, but can you design a large banner that we’ll print for an event that’s happening 5 hours away? We’ll have it printed near the event center so we can pick it up on the way there.
Me: Uh - well. I guess we could make it work. If you want to be in charge of the print logistics to make sure it prints how you want it, within your timeline. I can’t guarantee how it will turn out, but we can try.
Client: Sure, sure. I’ll go ahead and start talking with the printer about what they need and when.
Me: So, how would you like this banner to look? Besides the basic info that you sent?
Client: Just make it look on brand.
I had the Client’s font and a couple of main color options, but other than that, they didn’t give me any information about the overall vision or message for the banner.
I suppose they were hoping for the best, since most things just “happen on their own.”