I am also a graphic designer, with very useful and broad ad agency disciplines that I lend to design assignments.

As for my advertising work, I kick-off with an addressing client and project items 

•  schedule approval
•  process concept presentations
•  regular updates
•  outside, budgeted services
•  client changes or redirection
•  deadlines for deliverables
•  customer insights, pains, needs, goals
•  relevant issues, factors

I, with my writer, present several problem-solving scenarios as creative concepts with relevant content that provides your audience a solution for needs, objectives or simply, information.

Testing is highly recommended, even if conducted informally with your likely target audience(s), for graphic design that stands on solid ground!