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.
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.