Brand Identity Design Process

This is the backbone of my identity design process for building strong, evocative brands. Creating the perfect identity for a brand requires that I gain clarity and foresight into your business. From learning more about you and your brand to identifying your UVPs/USPs and associated challenges, my dedicated zero in™ Brand Discovery Questionnaire and our conversations help us create a cohesive snapshot of your brand as well as establish meaningful benchmarks for evaluating the success of the project as we move through each phase.

Here, I conduct in-depth research into your brand, competitors, industry, opportunities, and existing designs to fully understand the competitive landscape your brand faces. This research helps guide brand positioning and create a cohesive presence that will enable your brand to eclipse your competition.

This is where the pencil meets the paper, and the creative magic happens! After absorbing all the details from the Discovery and Research stages, I get to flex my creative brain muscles and interpret the information gathered from the previous phases into various ways your brand can come to life visually. I brainstorm ideas through word-mapping and sketching to develop the most effective and evocative solutions that align with the benchmarks established in the Discovery phase.

In this phase, I select the strongest and most effective design directions from the Ideation & Sketching phase and bring them into the digital domain to refine them. This includes pairing them with an appropriate, effective typeface for the word mark, making any necessary customizations, developing logo and word mark lockup variations, experimenting with website favicon solutions, and defining the proposed color palette directions for your brand.

This is the phase where I present you with proposed design concepts, each accompanied by sound design rationale in a dedicated Directions Presentation Deck. Each direction also includes size and orientation variations, along with mockup application examples specifically tailored to your brand’s anticipated and/or existing applications. The goal at this stage is to evaluate which concept will most effectively identify your brand and resonate with your target audience.

This phase focuses on fine-tuning the proposed solution to perfect your final logo design. Here, we also integrate key brand elements such as color palettes, typography, patterns, icons, stationery, and packaging to create a cohesive branding solution. Everything is finalized with a comprehensive Brand Identity Guidelines document, ensuring you and your team can confidently apply your brand assets across all platforms and materials moving forward.

Finally, I compile all the files and resources into a comprehensive digital brand assets e-package. This e-package includes all of your approved visual solutions in industry-standard file types, properly sized and formatted for your intended use. Additionally, I provide a convenient File Guide that explains the recommended uses for each file format, along with a signed Transfer of Copyright Ownership document for your project. Once this step is complete, you’ll be fully equipped to confidently showcase your brand-new visual identity to the world!