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be like a poster, strong enough to attract a more distant viewer?" Once all of this has been clarified, the client and I discuss the nitty-gritty aspects of the piece: size, content, budget, timing, means of production, etc. and we work out a contract. I also ask the client questions regarding personal preferences, things they might love or absolutely hate, such as colors or typefaces. I might also ask them to show me examples of both, and also provide me with photos and/or logos that may be necessary to complete the job. I then provide some rough sketches as a springboard to ascertain the client's thinking, move to a more finished sketch, and once approval is obtained, proceed to a finish.