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An agency relationship often becomes unclear around the tasks before and after design. If content preparation, decision-making and publication handovers are not planned, a promising idea can become difficult to implement. A visible workflow helps the brand and agency work towards the same objective. This guide follows the main steps from the initial brief to the final archive. It describes a practical framework rather than a fixed timetable: the actual stages, responsibilities and dates should be agreed for the particular assignment.

Quick answer

An agency workflow may include briefing, scope and quotation, research, concept presentation, revision, production and delivery. The brand supplies agreed information and approvals while the agency completes its defined work. Publication management requires its own agreement. For every stage, identify the required input, responsible person and acceptance criteria so progress can be tracked meaningfully.

Prepare information rather than a predetermined design

You do not need to arrive at the first meeting with the design already decided. Explain the product or service, the audience’s needs and the communication problem. Use competitor examples to describe intended differentiation rather than merely preferred colours. Gather existing logos, brand guidelines, product details and usable photography. Identify uncertainties openly. If the audience’s main concern is unknown, record it as a research question instead of presenting an assumption as evidence. The agency’s approach can then respond to the actual information available and the decisions still needed.

Align outputs and dependencies when approving the proposal

A quotation should show which information the work depends on as well as listing deliverables. Establish when final copy will arrive, where management approval is required and who coordinates external suppliers. In a hypothetical catalogue project, page design depends on a sufficiently stable product list. Continued changes to that list may affect the schedule. Read the timetable as content, presentation and approval milestones, not just a final date. Agree how additional tasks will be quoted and incorporated into the project so that emerging requirements do not become invisible work or unexplained delays.

Review concepts against the purpose of the brief

Discuss how each direction addresses the agreed objective rather than simply choosing a personal favourite. Is the message understandable, is the product difference visible and can the identity work across channels? Ask the agency to explain its reasoning. Consolidate internal feedback into one document and resolve contradictory requests before sending them. Do not present one manager’s preference as an organisational decision without agreement. Record the approved direction so later adaptations have a reliable reference. Colour preferences can be discussed, but they should not displace more fundamental questions about communication and practical use.

Keep revisions traceable to a current version

Each comment should identify the file version and relevant area. Page numbers, annotations or marked screenshots help remove ambiguity. Explain the reason for the requested change: perhaps the text is difficult to read, a product detail is missing or the date is incorrect. Distinguish corrections from requests that add a new objective. Maintain one current decision list to avoid accidentally restoring an outdated instruction. Check resolved items before advancing to another stage. Revision should help the work satisfy agreed criteria rather than become a competition between unrecorded personal preferences.

Check delivery separately from publication

Receiving a file does not mean it has been published correctly in every channel. Agree the final formats, editable sources where included and supporting notes. The person responsible for web, print or social publication should check the handover. If launch support is included, approve final wording, links and dates separately. At completion, identify the current master files, archive access and the process for later changes. When planning design work with BOCW, describe which tasks your existing team will handle so the handover between agency delivery and internal implementation has a clear owner.

Key takeaways

  • Separate confirmed information from unanswered research questions.
  • Plan content, presentation, approval and delivery milestones.
  • Treat final file delivery and publication as distinct responsibilities.

Frequently asked questions

Must every text be ready before work starts?

Not necessarily, but missing content must be identified. If copywriting is included, assign it; otherwise plan preparation on the brand side and show its effect on dependent stages.

How many revision rounds are included?

The proposal should define the number and scope. It should also explain whether requests for a different concept count as revisions or additional work.

Is receiving final artwork enough for publication?

Channel access, production checks and final approvals may still be required. Clarify responsibility for design delivery, print production and digital publication before the project reaches handover.