The first phase of the design process includes preparatory activities, the result of which can be a completed project brief or an independent document.

Based on the drafts provided by the client, the designer proposes which analytical and strategic activities are necessary. These activities include introductory workshops with the client, for example on the topic of identity or the strategy articulation. This also includes market analysis, competition, SWOT analysis, service or product portfolio review, brand architecture and various other consulting work.