After more than two decades working in design — across web, brand, and print — one pattern keeps repeating itself: projects that lack a clear purpose from the outset almost always fall short. And I’ve seen it enough times to know that it’s not a creative problem. It’s a planning one.
It doesn’t matter how good the visuals are, or how polished the UX might be. If we don’t know why we’re doing it, and what we’re trying to achieve, then the end result is likely to underperform. It might look nice, but it won’t move the needle.
That’s why at Unify, I always push hard on three things from day one: definition of purpose, proper planning, and KPIs. They’re not add-ons — they’re the foundation.
1. Purpose comes first
When someone tells me they “just need a new website” or “want a more modern look,” my first instinct is to ask why. What’s the business need? Are you trying to convert more leads? Reduce admin overhead? Launch a new product? Reposition yourself?
If we don’t get specific about purpose, everything else becomes guesswork. Good design isn’t decoration — it’s a tool. And tools should be built for a job.
2. Planning isn’t wasted time — It’s where the value is
Early in my career, I saw too many projects skip over planning in a rush to get something live. The result? Confused user journeys, redundant content, scope creep, and blown budgets. These days, I treat planning as one of the most valuable stages of any project.
It’s where we map user needs to business goals. Where we define structure, functionality, and content strategy. It’s also where we get clarity on roles, timelines, and sign-off — which saves time and money in the long run.
3. KPIs make creative work accountable
This one’s non-negotiable for me. Creative work should be measurable. Whether we’re building a new brand identity, designing a print campaign, or launching a site — I want to know how we’ll judge success.
Are we looking at bounce rates? Conversion rates? Brand awareness? Enquiries? It doesn’t have to be complicated, but it does have to be defined. Otherwise, how do we know the investment has paid off?
4. Design that does its job
For me, great design has never just been about how something looks. It’s about whether it works. I care deeply about craft, but I care just as much about outcomes. That’s why I insist on aligning creative direction with business strategy.
It’s taken me over 20 years to get really clear on this — but I can confidently say the most effective projects I’ve ever worked on all had one thing in common: they were grounded in purpose, driven by planning, and measured with intent.
And that’s how we work at Unify.
