The shape of an engagement

Find the question worth answering

A focused discovery engagement can organize the brief, identify the audience and establish what needs to be learned before production begins. Example deliverables: working brief, research questions and a recommended next step. The actual scope belongs in the agreed proposal.

Build a system, not just a mark

Positioning, visual direction and practical applications need to fit together. A useful identity description shows how a system will be used in real situations. Example deliverables: concept directions, a selected identity system and a concise usage guide. Fonts, photography and third-party licenses need their own review.

Give the idea a digital home

A clear website or digital presentation depends on both design and content. The difference between design, implementation and ongoing support should be explicit. Example deliverables: content outline, responsive design and handover notes. Hosting, custom application logic and ongoing services are separate unless agreed.