Client Questions

Here are some questions I’ve used in the past when gathering information from clients before starting a design. It helped me frame the nature of the ministry and the parameters around the project. As we’ve grown, we’ve expanded the communication staff and structure so it’s flexed in different ways but the nature of wrapping our heads around the identity, groups they serve, mission, and needs of the ministries are just as much in view.

Mining Questions for Ministry Clients

Identity

1. Who are you?  Who are you not? (vision, tone, current aim, timeless aim, things that differentiate you from other options your target audience has to spend their time and attention) 

2. Similar to the first question, what is the value of being in your ministry short term and long term?

3. What is the experience is like? (Walk me through the experience of your events. What’s the vibe? And what do you hope they walk away having experienced and want them thinking in their minds?)

Target

4. Who is the target? Introduce me to them & their context. (doesn’t need to be actual person per se, but more like the most common type of person you reach…what are the companies/brands/interests/values they attract to realizing that can be fluid. Are they campy, urban, indie, social justice minded, image-conscious, image-averse, team-oriented (ex. aggies), individualistic (ex. UNT), etc?) 

5. Who is hardest to reach that you’d like to reach? What are they like?

6. What (if any) are the obstacles you encounter in reaching target? (are there any wrong/hindering impressions of the ministry that we could be aware of? Or just general obstacles?)

History

7. Has this project/event been done before? What were the wins, misses, or things irrelevant now?

8. What has been historically effective in reaching your target (both here and with companies that get their attention)? 

Scope

9. What is the scope/timeline of what you need graphic wise?  (Include number and kinds of collateral needed. This could be as it is right now even if it gets reevaluated through the comm process. Explain the environment/context where graphic will be used.)

10. What are must haves / nice-to-haves?

Versatility

11. How versatile do the graphics need to be (many vs. limited formats, generic vs theme specific)? 

Connectivity

12.    How closely align should this be with Watermark’s master branding? 

13.   Who are the decision makers? What is their greatest hope for the graphic if not already shared?  Any pitfalls/roadblocks to be avoided? 

LOGO PROJECTS

If this was a logo project, I’d ask additional questions.

Wording

1. What is the final wording for the logo?  

Message

2. Since a logo is an identity piece, what simple idea should the logo communicate about what the event/ministry is?   (ex. a few words, small phrase, or visual metaphor, etc---it will hopefully get communicated via the wording/look of the design)?  

Impression / Tone

3. What type of impression/feeling/mood should people have when they think of this ministry or event?  (ex. Exciting, casual, approachable, whimsical, credible, striking, formal, metro, earthy, slick, fresh, simple, complex,  polished, festive, adventurous, loud, calming, subtle, obscure, bold, focused, campy, credible, rugged, technical, playful, ordered, sporty, scattered, etc) (please limit to three or four words)?

Examples

4.  Have you seen other logos that communicate your same message in an effective way (whether by style or concept)? If yes, please email them or bring with you to meeting. This will be good for talking points even if we land on a different direction or style.