As a business owner I learned long ago that designing great projects is one thing, but leading a client towards entrusting you with their brand is an incredibly crucial —and often overlooked — part of the process.
Recently I organized a panel discussion for Spark Design Professionals and AIGA/NY to explore how during initial business conversations some of New York City’s top green designers are able to shape projects into environmentally friendly communications. I wanted to glean an inside perspective on what these successful advocates did to shift the conversation beyond simple aesthetics and dig deeper into the purpose of the promotion, the materials, and manufacturing process used.
