We know that creativity flows better when we have a clear path. But if your potential client comes to the first call or video conference with more enthusiasm than clarity, you will most likely end up trying to decipher their idea as if it were a hieroglyphic, without references, without context and with typical phrases such as “I really like your work! I need something similar but different” or “I’m looking for something modern but with a minimalist retro vintage touch”.
That’s why, before jumping on Zoom or the telephone (ideally, you should meet in person, as body language will help clarify many things), there’s something key that can save you misunderstandings and therefore hours of work in the wrong direction: asking for the right information from the beginning.
A good brief, a decent moodboard, visual references, or even brands you like and why, can make the difference between a productive meeting and a confusing and diluted one.
In this post, I’m going to tell you what information I think you absolutely must ask a potential client for before that first call or meeting. This information will help you see the signs that indicate an interesting project is coming… or a nightmare to be avoided.
Why request information before making initial contact with a potential client?
Because your time is valuable. And because in order to offer a coherent proposal, you need more than just “I want something nice”. To be able to provide the best solution to a problem, you need to have knowledge of all the details. A detective, for example, will solve a case much faster and more effectively if they have all the information about the case in their possession. So before that first contact, graphic designers have to do a bit of Sherlock Holmes work.
Requesting information in advance helps you to:
- Filter out disorganised or unreliable clients.
- Be better prepared for meetings.
- Take control and be aware of the project from the very beginning.
- Avoid the typical “it’s not what I expected” after submitting your first proposal.
- Save time (yours and the client’s).
What information should I ask for exactly?
Here is a basic but very useful list of what I think you should ask your potential client before a first meeting. You can adapt this to your style, but if you cover these points, you’re already halfway there.
1.- Brief
It sounds like an official document with letterhead and everything, but the truth is that it can be as simple as a well-written email or a form to send to the potential customer.
What should a basic brief include?
- What client need (logo, complete branding, web design, packaging, etc.).
- Project objective (Renew image? Positioning? More sales?).
- Target audience (who are they aimed at?).
- Direct competition.
- What they like and dislike (brands, styles, fonts, etc.).
- Desired deadlines.
- Estimated budget.
If the client does not know how to write a brief, you can send them one. This will make their life easier, convey professionalism, and allow you to gather information in an orderly manner.
* In the next post, I will discuss this topic in greater depth and post an example of a generic brief, as well as a fictional case study that you can use as a template.
2.- Moodboard
If the client already has a visual idea in mind (even if it is vague), ask them to send it to you. A mood board is simply a collection of images, colours, and shapes that together convey a feeling or overall visual idea.
This could be found as:
- A PDF with images that the client likes.
- A Pinterest board.
- A folder stored on Google Drive.
This is mainly useful for understanding how your potential client interprets words such as “modern”, “understated”, “colourful” or “corporate”. Having visual references greatly reduces the margin for error.
3.- Existing material (if any)
Does the company or project already have a logo? Is the existing colour palette not suitable? Is the identity manual incomplete or out of date?
Ask the client to send you any previous material they have, even if they think it is useless. It may give you clues about the brand’s evolution, what they want to change and what they want to keep.
4.- Inspirations
Working with someone who admires Apple is not the same as working with someone who is a fan of Monster Energy’s design. Knowing which brands they like and why gives you a good idea of their taste, aspirations and vision.
Ask for specific examples of:
- Logos and brands that inspire your client.
- Styles that appeal to him/her (typography, illustration, colours, etc.).
- Communication tone with which they identify (formal, casual, friendly, premium, etc.).
5.- What he does not want
Just as valuable as knowing what he likes is knowing what he wants to avoid.
Ask them to tell you:
- Styles they do not like.
- Colours they can’t stand.
- Fonts that are rejected.
- Things the brand should never represent.
This may seem negative, but it is actually preventive: fewer steps backwards, less frustration, less “this wasn’t what I imagined”.
6.- Brand or business context
Having visibility into the background of the business helps a lot. This is especially true for comprehensive branding projects, packaging design, or web design.
Request a summary of the following:
- What the company does.
- What makes it different from the competition.
- How the brand was born and where it is headed.
- What is its personality like (serious, approachable, innovative, fun, etc.)?
You don’t need the potential client to send you a full draft of everything, but you do need a paragraph or two to give you some context so you can lay a solid foundation and better connect with the brand.
7.- Expectations and deadlines
Clients tend to be relaxed about time because they do not understand (nor do they need to) the workload involved in creating a brand in terms of visual design. This is why you are bound to encounter clients who ask you for things that are simply unfeasible, which will help you to screen and discard clients.
To avoid the “this is for yesterday” situation, before having a meeting, ask them to tell you:
- Desired deadline.
- If you have key dates (launches, presentations, events, campaigns, etc.).
- Real urgency level of the project.
This will enable you to plan your work and also know whether you will need to charge extra for urgent work or work outside normal hours.
Research by the designer
In addition to all the information you ask your potential client for, I recommend doing some research on your own before the meeting. You will go in with more energy and confidence, generate more trust, connect more easily with the client, and most importantly, you will be able to achieve a better result.
The quickest and easiest way to obtain information about a company (if it already exists) without needing contacts in the FBI is through tools that are available to everyone, such as:
- Google:
Search for the name of the client or company and review the first results. Visit their website (if they have one), see if they appear in any press releases, collaborations, etc. - LinkedIn:
Ideal for viewing a client’s professional profile or, failing that, their company’s profile. You can find out about their career history, how they present themselves, the content they publish, etc. - Other Social Networks:
Take note of what they are posting, what their aesthetic is like, what language they use, and what kind of community they have. This is valuable information for understanding their current visual identity (whether you like it or not). - Corporate Website:
Browsing on its website is essential. Is it well designed? What values does it convey? Is it aligned with what it promises? There you can identify opportunities for improvement or confirm what you already know. - Direct competition:
Look for companies similar to those of the potential customer. How do they present themselves? What makes them different? This information can help you think about how to make your customer stand out.
In short, having all this information provided by the client, as well as what you have managed to prepare yourself, will enable you to arrive at that first meeting with more strategic questions and avoid making annoying mistakes. Thus, having addressed all these points, you will be equipped with the tools to justify your design decisions in your work when the time comes to defend your proposals.
Conclusion
Don’t underestimate the power of arriving prepared for your first meeting. Requesting key information before speaking with the client not only gives you a strategic advantage: it positions you as someone who knows what they are doing, values their time and that of the client, and takes creative work seriously.
So the next time a potential client says, “Can we talk for five minutes?”, respond with a smile and a checklist. Because designing without context is like cooking without a recipe: sometimes it works out by chance, but the professional approach is to have all the ingredients from the beginning.
Hi, I’m Roberto Vidiella.
I am the founder and Creative Director of VIDI. I am passionate about graphic design, and through this blog, I aim to deepen my knowledge and share what I have learned throughout my career. If you leave me a comment, you will help me continue learning and improving, and it will make me very happy!