Making the sketches of the first ideas, showing to the client.
The client wants it to look as if Russian Railways is speaking directly to the reader.
Secret adviser: I’ve consulted Gramota.ru, number 3 is the correct one. But we don’t like the way it looks. Russian Railways: "Photography allowed,"—that’s the way it should be.
Art director: I vote for the first one.
Designer: I have a feeling that the red sign outbalances the composition. I made it smaller. In number 11, the baselines of the letters of the sign are slightly larger than the baselines of the text, while in number 12 they are equal.
Art director: Number 12 is OK.
Showing to the client. He wants to see a mock-up of the sticker with the exact distance from the logo that is stated in the brand book. “Visual comparison of the two alternatives will bring this argument to an end.”
Designer: It is clear that the first option is messed up. I insist on an exception to the rules.