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Project Prep Guide :: Look and Feel Don’t get lost - here are some guidelinesYour Strategic Consultant (SC) will use this document to out-line the specifics of your project from a creative perspective, keeping in mind your overall goals and aspirations for suc-cess.

How to Use the Prep Guide1. Complete this Guide as thoroughly as you can.2. Save your changes.3. Email your SC when complete.

The Look and Feel1. Please list at least 5 websites that you like, and be as detailed as possible when describing why you like

certain aspects. Please try to select a few websites that are in your industry, and some that are not.

2. Please list at least 5 websites that you do NOT like, and be as detailed as possible when describing the ele-ments that you do not like

3. Do you lean towards clean / minimal sites or textured / colorful sites?

4. Do you favor light colored sites or dark colored sites?

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5. After seeing your designs for the first time, how would someone describe your company with your current creative content?

6. How would you like them to feel after coming to your new “creative?”

7. Do you have a logo/brand entity? Are you happy with it? If so please provide.

8. Have you ever had custom photography taken of you and your organization? If so, please provide.

9. Have you ever had a custom video produced featuring a certain aspect of your organization?

10. Please provide us with the following visual assets if you have them: (Please send via email or deliver in person. Expedient delivery of these assets greatly impacts the production timeline.)

Print-quality logoBrand style guideBrand or corporate strategy documentationPhotography — stock or original


Illustrations — stock or originalFlash — stock or original Video — stock or originalOther - any other useful materials

The Words (optional)

11. Use a few adjectives to describe the desired tone of the copy writing (witty, corporate, inspirational, etc)

12. Name any industry or company-specific language or terms key in creating the content.

13. What is the desired "action step" of the stakeholder?

14. What is your customer's main concern? Do they have their own language? If so give examples of the words and phrases they might use.


15. What are the top objection rebuttals given by sales team members to stakeholders?

16. What are some of the most frequent questions asked by customers in pertaining to your services or product?

17. What sources of proof can you provide to back up your product’s claims… (testimonials, statistics, credentials, pictures, sto-ries, etc) Please include some examples.


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