Using MJ, I created a series of prompts based on the company and their goals, what they are going after etc.. It did not take long to get myself into a great groove with the looks I was searching for. I thought that it might be too dark in style for them, but it in fact was a perfect starting point and it really got them to be on the same page as me in terms of creating for them. Once I ran them through many passes on where I liked it .. or the direction it was going, I made mod boards and shared it with them. With the Boards, the client- much like any other design process - responded with what they liked and didn't like, mood and tone etc..