3 Things To Do Before You Design Anything

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Understanding the creative brief. Blind creative director, @MatthewEncina breaks down the 3 things he does before the pitch process. So you waste less time guessing what the client wants, and more time focused on designing the things that matter. Increasing your pitch win rate.

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00:45 – Define the Goal. Diagnose the problem. Narrow your design exploration.
01:08 – How to Define the Goal
02:08 – Diagnose the problem. What is the challenge?
02:32 – Who is the target audience. Why do they care?
02:51 – What's the message? Key Takeaway?
03:22 – Context. Where and how will it be shown?
04:22 – Narrow your design exploration
04:55 – What are the creative parameters to work in?
05:05 – Defining coded language
05:43 – The most important question to ask: How will you make your decision?
06:46 – Recap
07:36 – Announcement! #ThePitchKit

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👇 UPDATE 06/01/19:
The Pitch Kit is now available. Learn more here:

Stop guessing what the client wants. Gain clarity, structure, and know exactly what to focus on in your pitch.

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you guys are really SHARING Quality Knowledge here, This is the best channel I'm following yet

kailashv

I love how you mentioned design clarity. Clients don't realize that designers aren't psychic. A subjective term doesn't tell us exactly what you're looking for. Amazing video!

milesjohnson

Most people dont know or understand or feel, how useful this video is, because they have no experience in getting an order for work. What i would love to see you talk about next is the essential things you need to kick start as a graphic designer.
For example, do you need to sub or use any pages, like pinterest or artstation, or places where you can sell stuff like deviantart or even better ones. Things you need to buy, like a camera (and what sort of camera) or anything you can think of that is an essential to a decent graphic designer, but is not mentioned usually.

kilyenbalazs

You guys are sharing so much value for free, it's super appreciated and admirable. It literally has made me inquire about some of your paid courses, which I'm sure is your guy's goal. Amazing job to the whole crew at TFA

abrahamdiana

That’s awesome that you mentioned examples most videos tell you what to do but never show examples.

GofelipeGraphicDesign

I made the mistake on my first contract job of not asking enough questions and interpreting what I thought they wanted, ended up eating most of the costs of the job, since then I ask and listen, ask and listen, until I feel I have a solid understanding of exactly what they're looking for.

thevoiceofgod

The level of quality in these videos is always top notch!

baddiecentral

I found this on the medium article on this topic and I just laughed for some good ten minutes 😂 “...Play 20 questions, ask your girlfriend what she wants to eat, or ask your boyfriend to share his feelings. If you can get an answer for those last two, then you can get anything out of your clients.”

katyai.

Hey this was a really great overview! I really enjoy your calm, metered diction; i wish more people on Youtube spoke like you do! (subbed)

kimeiga

I think this is also very valuable in graphic design.

Red_Rebel

Another good and quick video. A couple of questions and looking for your advise on certain situations I've come across, if you guys don't mind :)
1. Defining the goal:
What happens when you have 3 different decision makers (my boss, the client, etc) and they each have a different interpretations of what the goal is?
Another problem I've faced is that when asking what is the main goal, I get "Well, we have a lot of different goals, can you come up with comps for Goal A, Goal B, and Goal C?" I feel as if they are looking at our Marketing Department as though as we should have some goals in our back pocket.
We have also come across this issue. We have defined the Goal A, but client, in my opinion, is afraid of leaving out Goal B, C, D and E, and the final result is a watered down version of Goal A. Has this ever happened to you guys?
2. Who is Your Target Audience?
What happens when the client says that "Everyone is the target audience?" We have a variety of "target audiences" (I work at a University) and we have students, faculty, alumni, and staff, and sometimes we cater towards the less priority audience for fear that we will lose them or make them feel excluded.

I guess the overlying concern for me is how do you handle "fear" in terms of decision making? Fear that we are excluding one demographic vs another, or fear of filling up a poster with lots of messages as opposed to just one, for fear that people will complain or clients' suggesting that we absolutely NEED certain information?

Looking forward to more videos!

_Cesar

cesarvargasdesign

Pretty happy to have Matthew speaking, all of you comrades @TheFutur are awesome.

i really liked the content! Its so good to see the things that somebody might assume pulled together and make it into a specific guideline. I definatly can agree with all steps that you said and gonna start to consider more if this guided form, for some other pitches and clients kickoffs, too. Thx for that!

albertmemet

Great content - very helpful! I recently went through the pitch process with my new boss and team members, as I pitched a couple web designs for an internal site. My current role is not a web designer (working on that 😉), but for now I'm the only member of my team who has the skill. Before pitching the designs, I instinctively used your overall methodology. However, I wasn't nearly as refined in my approach. Honestly, I wouldn't even say I was as strategic...I kind of just went with the "flow", so to speak. BUT thanks to your tips, I certainly will be more focused going forward. Thanks so much!

keniabender

Point 3 is so helpful to me. I get into conflict with my boss on occasion because he gives me contradictory direction because of coded words. I should get him to narrow it down.

lyndonjacobs