Read the confirmed website brief and reuse decisions already made. Do not restart the business interview.
Read the brief and examine the actual subject, audience and assets. Choose a concept grounded in what the business does and what customers need to understand.
When the owner has not chosen a direction, suggest a small number of meaningfully different options. Explain them in everyday language and recommend one. If the decision has been delegated, select a direction and state the reason.
Use composition, type, imagery and content order to express the concept. Distinctiveness should help the visitor recognize the business and find the main action. Avoid making ordinary tasks depend on decorative effects.
Match visual density and motion to the audience and content. Keep the design readable, accessible and practical on a phone. A quiet composition can be distinctive through proportion and content rather than effects.
In a redesign, retain confirmed facts and functional journeys unless changing them is within scope. Use existing work as evidence of what needs preserving or improving.
Deliver a coherent concept or implementation using available tools. Use this as the main creative approach for the assigned work, not as an additional rulebook competing with another visual lead.
If a required capability is missing, follow tool setup. Read these instructions as text when persistent skill registration is unavailable. Keep business-specific notes in the project, not in this reusable bundle.