· 2 min read · ICON GRAPHICS website guide
& FEEL.AN EXPLORATION IN IDENTITYf.
GREAT FEELING.
Start with the purpose
Describe what you are making and why it is needed. A new identity, a campaign flyer and a packaging update have different requirements. State the message your audience should understand and the action you want them to take.
Describe the audience
Explain who the work is for, where they will encounter it and what they already know about your business. Share relevant language, accessibility and cultural considerations. Specific context is more useful than asking for a design that appeals to everyone.
Share useful references
Provide examples and explain what interests you about each: the typography, composition, tone or presentation. References help communicate preferences; they are not permission to copy another brand. Include your existing brand assets and confirm that you can authorise their use.
Agree the practical details
List intended channels, formats, quantities, deadlines and the person approving the work. Discuss the budget and any dependencies. Confirm deliverables, payment terms and revision arrangements with Rapheal before creative work begins.