E.M. Smith Jewelers is a great example of a client who taught us the value of good communication and project management. In 2010, we had sent them an initial design that we were thrilled about, only to find out that it was nothing like what they imagined. The reason was that the design was on a dark background, and their previous site was also on black. After discussing it further with them, they mentioned: We want it to be clean, white, and social-network-like. We revised the design based on their feedback, and also revised our process to make sure we asked more questions up front. These questions now represent our CSA (Creative Strategy Assessment) that we send to each Designer or Premium client before we begin the design phase of every project.