The approach for identity projects includes the four stages of assessment, discovery, design, and deliver.
Assessment & Research
A project’s scope varies, but some things are always researched. The market situation, competitors, brands that are similar and current challenges. It’s done by a mixture of interviews with the client and desk research.
Through the interviews with the client. We will find out about the business objectives, target audience, history and vision for the business. It's essential to have a clear picture of the business.
By identifying the challenges early on. We know where the focus should be. It makes it easier to craft work with context. And a more fluid collaboration is realised.
Discovery & Strategy
Through a 3-5 hours discovery session, we will dive deeper into the core of the brand. It will be achieved through various exercises. To create a comprehensive understanding from the research and interviews. The outcome of a discovery session is the creative brief.
It sets the stage before moving into the design & build phase. A typical brief includes an overview of the business, project objectives or challenges, brand values, target audiences, competitors and specific desired outcomes.
The brief ensures that nothing goes off the rail and keeps us focused. The information from the brief will be used to create stylescapes. Stylescape is a design prototype tool to get an overview of the visual direction for the business. It dictates your brand’s tone of voice and aesthetic style.
Read the blog about stylescapes here.
Design & Build
When the creative brief and the final stylescape is agreed upon. We can move on to design. This stage of the project varies, depending if it’s a visual brand identity or website project.
In an identity project initial logo concepts will be designed based on the brief and stylescape. A lot of ideas will come, but no more than three will be presented to the client. It’s rare to find big objections if the work is based on a solid strategy, but small changes might occur.
The presentation is built on InDesign, but shown through a PDF file to the client. Various mockups are used to show how the visual identity would work in context. Such as on stationary, signage, merchandise, contextual applications, etc.
Deliver & Implementation
The designs will be finalized by preparing both vector and raster files. These file types include PNG, PDF, JPG, SVG, EPS and AI to cover for both print and digital usage. The business will always be in good hands.
Design guidelines can be prepared for internal usage. And to ensure and keep a consistent look across platforms and. If the client doesn't have the budget for bespoked photography. Royalty-free images can be sourced. Clients can choose to have an ongoing design help until a team has been made. Or get the work reviewed for a couple of months after the launch.
Want to know more?
If you have any questions regarding the design process. Please reach out to me.