Paula describes her plan when approaching work with a client: it's both strategic and intuitive. The strategic part is getting information from the client: she wants to understand why they look the way they look. She also mentions that the hard part in working with clients can be to get buy-in from all stakeholders. She provides example of the Citibank merger with Travelers insurance group in which they designed the logo relatively quickly but took years to persuade all of the stakeholders to use the logo.