I have often struggled with briefs that expect innovative (ha!) design before being briefed with content.
This statement is especially true when I consider my SEO related work. I remember info graphic days saying “make a graphic about our *xyz service * and we will add the stats later.”
“What?” Is what I should have said. “No. The data should inform the layout.” But, inevitably I knocked out some crap anyway.
The truism struck me again like a lightning bolt to the old noodle bucket on a stormy eve and the realisation triggered a guilt that ran through me and compelled me to write.
In retrospect, it boils my fricking piss. A visual design on a topic should be led by the content, the marketing message. Too many times I see poorly thought out briefs and too many times I see solutions with piss poor success.
Communication is key but this is a multi lock door. Proper planning has the all the keys on a key ring. The trick is to get all the keys ready to go at the right time, when you need them and that’s a tricky juggle.