Answers the following questions:
- What will the site look like?
- What will the mood/attitude of the site experience be like?
- How is everything that is known about the brand, target audiences, site structure, and site features translated into a visual direction?
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Provides the following benefits:
- Ensures the web application accurately depicts the client's brand and image
- Provides options so client can choose most appropriate design direction
- Ensures early collaboration and agreement on visual direction
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