How do you budget the discovery phase and the design phase?

You budget in two blocks: first looking at the door, the menu and what already exists, then drawing the mark and the pieces on that list. One lump figure mixes the time spent looking with the time spent making, and you cannot stop in time. Write the pieces that have to come out of the first design block and the ones that can wait. The budget follows that list, not the other way round. A long study is paid for and there is still no menu ready for opening. Or the logo is drawn without seeing the sign and has to be redone.

WhatsApp holds two scopes: the note of what is in the venue, and the pack of mark, palette and usage sheet. Each has its own close; a generic fee without that list is not a quote.

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