I have 30 years experience doing layout and print design for three art galleries and two non-profits.
I use the same UX Strategy approach. I understand the core values and needs of the company, then adapt the look and feel of what I design to help the company meet their needs and objectives.
For instance, sometimes a non-profit doesn't benefit from super slick design because it can undermine their ability to raise money. The company may want to exist in a place of looking professional, but not putting too many resources into design, where an apparel company might want spectacular design to lead their brand.
I start by researching the company, researching the competitors, creating mood boards and parameters (or following such things that already exist) design to pixel perfection.
