Version 0.1
Our first round is drawn in marker on paper, photographed on the desk and sent in a single email. It looks rough on purpose, so the conversation stays on the idea and not on the colour of a button.
Cheap to throw away
A sketch that took twenty minutes is easy to bin. A polished mock-up that took two days is not, for us or for the client. The ugly draft lets everyone say no early.
Then we cook
Once the idea is right, we polish it properly. The second round is where the type, colour and detail come in, and by then nobody is guessing what the project is about.