The design process

My creative process for designing visual identities revolves around four main stages. Each brand is distinctive and this means the approach can be different based on the required result.

ONE

Research

The first stage in designing a great visual identity is understanding the brand. A few key points like what is the brand history, competitors, trends in the market, what could make a difference, reputation, and unique selling points.

Also, a few relevant questions need answers before continuing to the next phase. Questions such as: What is the mission and vision? What needs to be changed and why? What challenges might we encounter? How do we measure success?

Understanding the vision, general strategy, as well as possible ways of growth, helps to create an engaging and long-lasting visual identity. This allows the brand to stand out in a competitive and ever-evolving market.

TWO

Creative and visual strategy

Essential in understanding what the finished identity should look like, the creative strategy helps outline the path forward. Expectations are set and discussed with the help of carefully curated visual styles that best represent what the research stage uncovered.

Several stylescapes are presented with generic visuals to get a feel of what the finished visual identity will look like. This step ensures there are no surprises when the final visual identity proposal is revealed in the next stage. A round of feedback is essential in defining the best possible path to move forward.

THREE

Design

After choosing the best visual style for the branding project, the technical design process commences. Because there already is a visual style agreed upon, it is normal that just one idea makes it into production.

The design of the new logo and visual identity are presented in the form of a presentation. Reasoning for the decisions made in the creative process and mock-ups that demonstrate possible use cases for the new visual identity are also shown.

Constructive criticism is much encouraged at this stage. It is essential that everyone is on the same page and further discussions refine the design and create a powerful and appropriate result.

FOUR

Implementation

The design is developed for final delivery in the most efficient manner. Technical files are prepared, visual assets are exported and custom design materials are discussed for every possible scenario.

Even after the project is finished, clients are always welcome to reach back about new visual materials, help with more branding elements, or ask about any technical aspects.

Questions

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