One of the more interesting and challenging jobs for a graphic designer is the shaping of a visual identity for a company. It requires gathering information, and usually the company owner has never had to think about his or her company along the lines of the questions I ask. In addition to help flesh out and distill the details on the personality of a company, It is important to see what the competition looks like. Any successful company needs to have a distinguishing feature from its competition and this needs to be reflected in all of the visual touchpoints that go out into the marketplace.
Today I have been working on a questionnaire for a pottery studio. A artists studio will usually be fairly unique from others as is the nature of a creative venture, but those features still need to be identified for the creative process to begin.