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| Understanding what the client wants is only half the story - what they want to achieve is more important. The planner's job is to produce a clear and accurate brief defining objectives, agreed strategy and desired outcome. The planner will then make sure that this focus is maintained throughout the design process to ensure effective communication of the client's proposition. | The designer's job is to gain attention, create interest and desire while communicating the core values of a particular brand or company. So often these objectives are lost in the creative process. The designer cannot allow technology or graphic style to get in the way of effective design. An innovative design is one that works, not one that is created for other designers. | The final stage in the process is to make it happen or 'fix it'. Being aware of the practical implications of decisions taken at the planning stage, the Fixer implements the plan ensuring that the project is delivered on time and within budget. The Fixer's job is to make it happen effortlessly and efficiently, working closely with the client, the planner, the designer and suppliers. | ||
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