Most projects go wrong in the first week, not the last. So the first call is mostly questions.

1. Who is this for?

Not the market. One person. What do they need to feel when they see you for the first time?

2. What are you replacing?

Every brand replaces something, even if it is a Word document and a phone number.

3. What can’t change?

A name, a colour the founders love, a sign that cost too much. Knowing early keeps us honest.

4. Who decides?

If there are three people who can say no, I want to meet all three before I draw anything.

5. What does done look like?

A launch date, a print run, a trade show. Something with a date on it.