The creative exercises in a website-design, media, interface-are often the most attractive and exciting parts of a website re-build. However, it is important to remember that the creative execution follows from the usability and content considerations.

It's a notorious trend with agencies that client organizations move too quickly through the initial planning and background work, only to need much more time than anticipated on the design work. If your organization has provided the background materials and information needed, your agency's design team should be able to complete the design work without excessive revisions or delay.

Here are the important design questions you need to answer to prepare appropriately:

• When is the creative work expected to begin? When does it need to be completed?
• Will the site content be available before creative work begins?
• What existing creative assets does the organization have available? Brand and style guide, logos, fonts, colours, photos, or videos?
• What are the creative and design exercises required for the project?
• What other sites does the organization like the look and feel of?

From there, you'll be able to inform the:

• Creative brief.
• Creative research.
• Brand toolkit.