The work a designer does before the act of creation, the work of transforming research, organizational goals, ­and brand presence into a clear purpose, is essential. They must be multilingual, speaking the language of the marketer and the audience and translating a message into an experience that elicits a positive, measurable response. When a project’s visual aspects are striking, and also directly tied to the project’s purpose and message, a project will be powerful, leaving the viewer with an undeniable experience.