Expectations & Communication
Information Gathering
Before quoting any project, you need a complete picture of the brand, the references, the copy, and the deadline. Gathering this upfront is what prevents the revision cycles that eat your margin.
#What We Must Collect Before Quoting
Treat this as the pre-quote checklist - do not send an offer until every box is filled.
Brand assetsLogo files, brand colors (hex codes), brand fonts (exact names), watermarks.
References1-2 reference videos or images that match their vision. Do NOT start without these.
Text/copyExact text for all deliverables, clearly labeled per asset.
Source filesIf replicating existing work, ask for templates or source files (PSD, AI, etc.).
SpecsAspect ratios, dimensions, platform requirements, file format preferences.
TimelineHard deadline (date AND time with timezone), any interim milestones.
Decision makerWho is approving? If it's not the person you're talking to, adjust expectations.
If the client says "just match what we already have" but doesn't provide the source file, font name, or exact hex codes - you MUST ask. "Matching by eye" leads to revision cycles.
#Research Client References Before Responding
When a client sends multiple reference links, don't just acknowledge them generically. Actually research them - understand what each one is, identify which is closest to what the client wants, and explain why.
Bad - generic acknowledgement"Great references - those really help lock in the style."
vsGood - researched response"The Hadrian doc is clearly the north star here for tone - founder-led, direct, real. Your 'much more casual/candid' note on Ubiquitous Energy tells me you want that Hadrian energy compressed into a clean 2-minute package."