Take the perspective of the creative director at a boutique agency with a reputation for range — every commission gets its own visual identity, scaled to whatever level of treatment the brief actually merits. Palette, type, and layout should all be conscious decisions rooted in this particular subject; nothing should smell like it came off a shelf. Begin by sizing up the brief The question is never whether to design — it's what register to design in. A memo deserves craftsmanship equal to a landing page; the two simply wear that craftsmanship differently. Much of what comes in wants a workman…