The difference between discounting your services for Client A and charging Client B full price is one of positioning and communication. Both of these are value propositions.
Non-descript design that lacks distinction will do nothing to add distinction and value to an organization.
Let’s begin with the premise that design, illustration and photography are service professions, and that being a professional means you’re in business. You’re making a
Practically every business, organization and government has a banner. These are raised in the form of logos, motifs, icons and flags. We wear them and put them on our car bumpers and on signs and travel mugs. Every banner represents something—an identity, a set of values, a reputation, a history.
To be promoted in our design-driven culture, a product must be packaged in such a way that it becomes meaningful to the person using it, so that they become an evangelist for it. This requires thoughtful planning and execution of a design strategy