If you work in design, you’re constantly asked to do project-based work.
“Can you please create a brochure/website/package/logo for our company?”
The problem with many of these projects is that the outcome has been conceived before the problem has been outlined. The client has worked out that there is a problem with, say, not having a website. So they call me and ask for a website.
Like I said, this is starting in the middle.
Before a designer can do anything meaningful for you, they need to have an understanding of what your organisation is about. They need to be familiar with what you stand for, what your benefits are, and what your weaknesses are too.
Good designers and communicators can create powerful work when armed with this information. Without it, they’re just making pretty shapes in the hope that one will take your fancy.