Based on the project brief, the designer decides which analytical and strategic activities are needed. These activities include introductory workshops with the client, for example on the topic of identity or the strategy articulation. This also includes, for example, market analysis, competition, SWOT analysis, service or product portfolio review, brand architecture, etc.

Before starting design work, it is often necessary to prepare content, e.g. in the field of the digital environment, planning content architecture, database architecture, user experience, and in the field of creating classical visual communication, copywriting, screenwriting, other content concepts.

If the project has required intensive initial activities, it is advisable that the designer summarises those activities, presents them to the client and that the client specifically approves them.