In laying the foundation for a project, a designer must do the essential work before the act of creation: the work of transforming research, organizational goals, ­and brand presence into a clear purpose for a project. The designer must be multilingual, speaking the language of the marketer and the audience; 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. Knowledge allows the designer to “show”rather than “tell,” implicating the viewer in an undeniable experience.