Three sketches are usually submitted for a project. The concept for the piece is usually discussed, with certain parameters in place. The artist will usually ask if there is a theme. He will try to incorporate the theme in the sketches submitted. In this case the organization wanted a family as the central theme. The sketches are simple, rough line drawings with no color. They will be either faxed or submitted by e-mail.

The artist will also at times utilize a organizational logo or elements of the logo as an element in the design. In this case the organization logo was in the shape of a heart. The artist also wanted to show support through the families embrace. The organization's central theme was family support.