Content before Design

Out of context: Reply #11

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    As an example, I'm just wrapping up a DM campaign for a client with a rather tight deadline. My contact is a copywriter by trade, so when I was briefed for the job, everything from concept to heads to subs to secondary message – along with clearly defined objectives – was provided to me, and I was able to hit the ground running with the artwork. Had I not had any of this, I would have been floundering for a week, trying to anticipate what the client wants, and I wouldn't have been able to do my job effectively.

    In other words, it's not about pre-visualising anything without a concept at all. It's about having all the tools I need to put a concept to pretty pictures and see if that works.

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