The Design Process; a Deep Dive
I’m excited to share an in-depth look at my design process, giving you insight into the creative journey that brings brands to life. The design process is far from a rigid series of steps; it’s an exploration that’s as creative as it is strategic—and yes, sometimes, things get messy!
I find incredible value in transforming a client's vision, even from the simplest brief, into a unique visual identity. Often, just a few keywords and reference images are enough to spark the beginning of a design process that leads to something entirely new. To me, that’s what makes design truly special.
Here’s an outline of my design process:
Insight: Laying the Foundation
1. Information Gathering
2. Research
My design process begins with thorough information gathering, often during an initial briefing and clarity call. I want to understand everything about you and your business, and I encourage open communication about your pain points, concerns, vision, and goals. This phase is about more than just creating something visually appealing—it’s about developing a design that serves a clear purpose and aligns with your core identity.
Once we’ve established this foundation, I dive deeper through research and strategy. This phase is critical for setting the groundwork that will guide the entire design process and ultimately produce a thoughtful and cohesive brand.
Discover: Exploring Creative Possibilities
3. Play Time!
While I affectionately refer to this as “playtime,” the Discover phase is actually one of the most challenging parts of the design process. Together, we’ll establish a set of visual references, such as mood boards, that reflect the desired aesthetic. From here, I start with a blank canvas—whether on a notebook or screen—and experiment with a range of elements, beginning with typography and expanding to other visual aspects.
This process involves trial and error, manipulation, and a lot of patience. I strive to create a logo or visual lockup that is balanced, visually compelling, and representative of your brand. When appropriate, I may also incorporate hand-drawn elements to add a unique touch.
Nurture: Refining and Building the Brand
4. Build the Brand
5. Refine
In the Nurture phase, the design begins to take shape as a unified brand identity. I review each iteration of the design lockup, carefully selecting elements and refining them to produce a cohesive concept. Once a design has been selected, I further refine it, considering how it will translate across all brand touchpoints.
Working with you, I gather the information needed to determine the best collateral items to showcase the brand concept. This phase focuses on creating harmony across all brand elements, ensuring they convey the intended impact and visual hierarchy.
Recognition: Presenting the Final Concept
6. Presentation, Collaboration, and Review
The most satisfying part of the design process is presenting the final concept to you. Throughout the Discover and Nurture phases, I become fully immersed in the project, so presenting a refined brand identity that resonates is incredibly rewarding.
During the presentation, I’ll guide you through the rationale behind the design choices, helping you visualise the world in which your new brand identity exists. After our discussion, we’ll hold a review session to incorporate any feedback and make any necessary tweaks before the final outcome is determined.
How Long Does the Design Process Take?
The timeline for the design process varies depending on the scope of your project and the branding package selected. Typically, this process takes between 2-8 weeks from start to finish.
Are you ready to build a brand that reflects your vision and values through a collaborative design process? Get in touch—I’d love to hear what’s on the horizon for you. Email me here.