I have just recently completed a marketing document to send out to potential clients. It took quite a while to get it quite right. Refining copy and layout is very time consuming, but if you're pitching yourself a designer or design agency, these are things you need to get right.
An interesting thought did cross my mind while working on it though. As a designer, your focus is generally about getting copy and images to integrate seamlessly in an aesthetically appealing way. Added to that, the project has to fulfil all the functions that it sets out to do. You wouldn't design a business card without contact information, would you?
I think sometimes designers fall into the trap of focusing too much on aesthetics and not enough on functionality. The approach to any project should always start with identifying the function of the material you are working on. Anything you design should always have this in mind. Once you have met those criteria, the process becomes one of adding elements, removing elements, pushing and pulling the project between interest and simplicity.
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