There are four questions I always ask when starting a project.
What problem are we trying to solve?
Who are we talking to and what are their needs?
What is the single most important idea we’re trying to communicate?
What is the desired action?
Process
Next it’s important to understand the environment. Content audits and gap analysis are helpful to determine what is missing.
Useful Tools
Depending on the project, I'll use a variety of programs. The first step is usually my trusty fountain pen and whatever paper I can find.