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Why Put the Why Before the What

“We need a flier (brochure, website, logo),” is how most design projects are initiated. That’s when the possibilities start to dissolve.

Maybe it’s a mandate from on high.

Maybe it’s what you’ve done every year.

Maybe you hope the flier will clarify what you want to accomplish. But that’s backwards.

Even when you really know you need a website or an annual report or an event logo, you should first ask why.

A brochure or a flier is merely a form — the what. They are just vehicles for your message.

The form could be writing in the sky.

The form could be a wine and cheese party with a presentation.

The form could be a short video. Read more