A simple strategy statement is a great place to start with a new project and can be edited at any time during the creative design process.

All visual communication is functional. Determining the purpose, and its placement provide information about what vehicle, size and design is best to use.
All graphic design serves a purpose. Most fit within the following three categories but often overlap. Informational design informs and identifies corporate identity systems, logos, letterheads, menus, symbols, charts, diagrams, calendars, web banners and sites. Editorial design layout of publications including magazines, e-pubs, periodicals, annual reports, books, newsletters or other corporate collateral. Promotional design meant to promote sales or services and persuade the consumer. Advertising in print, TV, web, mail or billboards. This would also include catalogues, invitations, packaging, POP displays, brochures, T-shirts, posters, book jackets and CD or DVD covers.
Targeting an audience gives very important cues to the design, font, color, layout and vehicle best suited to capture attention. Consider these characteristics: Is it local, national or international? Does it vary in range of age? Is it one gender or ethnic group? Is it a trade, professional group or particular rank in the service?
Most individual design pieces are part if a larger marketing or informational effort. If a company or service has a visual identity, all design pieces for that company should relate to that identity and design. Each piece should convey the spirit and brand of the company or project coming together as a unit.
Will it be alone or placed beside the competition? Will it be viewed close like a business card or seen from a distance? Short or long term? These questions help to determine the best size, color, type, shape and materials used as well the impact and speed of communication.
Every company and project should have a spirit or personality. The company’s purpose or product is the point of departure for determining its spirit and sets the tone or visual voice. Think in terms of specific adjectives to describe the tone. Target audience is a key factor that adds depth to this question.
Unless the company is a one-of-a-kind, there is usually competition. Standing out in a crowd requires recognizing an owed quality that sets you apart from the others. What is your mission statement? Designers can never know too much about a company and information that might seem inconsequential may be just the right thing to make it happen.