I begin all design projects by learning the answers to important key questions. Who are the users? What motivates them and inspires them? Are we targeting a broad audience or a segment? What touched them emotionally? What are their likes and dislikes? What do I want them to do?

I research the product. Why is this thing/person/place important? What sets it apart from the competition? The answers to these questions help me craft the campaign. It also determines the color scheme, the images, the font selection and the voice I use in the text. As a designer, it is important to place yourself in the seat of the users if you want to elicit some reaction.