Fact Finding

Every project begins with an information-gathering session with you and any team members you want to include. I’ll ask about your company background, goals, audience, and competitors. We’ll talk about what makes your company different. I typically use Zoom to conduct this session, but I’m happy to use any platform you are comfortable with.

Discovery Workbook

We’ll use some materials that I will distribute ahead of time to guide our session. We’ll try to define your brand personality and how you’d like to be perceived and document the tangible things like product, price, place, promotion strategy, target audience, and competitors.

Research

I’ll review any existing brand materials that have and those of your competitors and begin to identify opportunities where you can stand out.

Brand Identity Brief

I’ll present my findings and provide insights to guide your identity design project. I’ll incorporate your feedback into a brand identity brief. This document will contain the big ideas to inform your brand identity system going forward.

I’ll take the creative brief and synthesize it into understandable visual concepts that you can respond to.

Initial Design Presentation

I’ll show you what your emerging brand identity could look like from a few different directions. Sometimes I present one concept, but that’s really quite rare.

Concept Finalist

The goal of exploration is come away with a single concept to take forward. I’ll ask you to pick a concept, and I’ll bring your feedback into the next step as I continue the process.

I’ll take the Concept Finalist and refine it, incorporating your feedback. I’ll design the kit of parts that make up your brand identity system and simple rules to guide their application.

Final Design Presentation

I’ll show you the final system in context across a variety of applications. Those applications that matter most to you like social media, website, and packaging.

Approval

I’ll ask you to approve the Final Design, so I can move forward with the final step of the project. I will continue to iterate over the Final Design, incorporating your feedback, until you are happy with the result.

Kit of Parts

With the approved concept in hand, I’ll create and assemble all the parts that make up your brand identity system into a file repository. This repository will include production files for your logo and its variations, illustrations, icons, and any other graphic elements. If necessary, I’ll coordinate photography and purchase fonts on your behalf and add them to the repository.

Brand Style Guide

I’ll write and deliver a brand style guide tailored to your identity system. In it, all the parts that make up your identity system will be specified: strategy, logo, typography, color palette, icons, your style of images and how to produce them, example layouts, etc. This valuable reference will keep you on-brand as you implement your identity. You and your vendors will know how to make new experiences look consistent.

Applications

Finally, I’ll apply your brand identity system to any add-ons included in your contract. Things like websites, print collateral, pitch decks, packaging, and social media.