Each new branding project starts with a conversation. The goal is not only to get comfortable, but to gain a deep understanding of your company. Everything a designer needs to know is in the heart and the mind of the founder—you just may need help digging it out.
This is where asking the right questions is key. The objective is to uncover your company’s vision—why you’re doing what you’re doing, what makes you distinct from competitors, and any problems posing a challenge to you.
Along with getting to know you, it’s essential to learn about your industry. My process usually involves competitor audits to survey and compare who you’re up against. This additional information helps shape the design solution.
To aid in the discovery process, we will build a Design Brief. You’ll also fill out a questionnaire to help me learn about your identity as a company.
The next phase involves organizing initial research, including any notes, initial sketches, and the design brief.
This will help us begin defining our strategy, setting the direction for the project, and identifying concepts that speak to your ideal customer.
Without the prior two phases, visual design is just aimless eye candy with little value. Now we transform all the abstract content into something more concrete, then review and select the most promising options to develop further.
When it comes to revisions, we make sure everyone is clear about what specifically needs adjustment before proceeding, and ask ourselves “How do these solutions respond to the design brief?”
In the last step, I prepared finalized files in an organized way so you can begin to use them without any hassle. I normally create a project folder that includes descriptive file names and type. I also add folders for any other related files to the project. A project guide is provided for deeper explanation, if needed.
The purpose of an identity guide is to organize and define a company’s look, feel, and tone in a way that can be used by employees and contractors alike. It will provide details for the brand color palette, typography, and examples of the identity in use. The guide includes a helpful explanation of the elements the client will find in the folders.
A brand is something that develops from infancy to maturity. Hopefully, by the time you receive your files, we’ve built a lasting partnership. Now you can begin to implement the brand assets throughout all your customer touch points, advertising, and in-house needs.