By day, mild-mannered store window signs. By night…have mercy on my eyes!
Was the double-siding of these posters an ingenious cost-saving move, or an “easy mistake to make”? At what stage in the design/print/production process could this literal eyesore have been avoided? My guess would be right at the very beginning – at the time the brief was taken by the account manager.
Taking a successful brief comes down to one important thing: asking the right questions. You cannot hope to supply accurate pricing or produce a successful printed product if you are working on only a couple of specs.
Learning to ask the right questions can take years of trial and error, so here is a helpful list that you can use for your next print project.
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When your creative team gives you their concepts, it will be up to you to take those concepts to your client and present them in a manner that does you, your team and your agency justice. This process is well-known as ‘selling the work’ because - quite often - you will need to encourage your client to be brave, take a risk, and do things differently. It could take a hefty dose of salesmanship to get your team’s ideas across the line and ‘close the deal’.
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