The approach is flexible and depends entirely on what needs to be done. That said, when an agreement is reached, projects tend to include research, creative strategy, design, and implementation.

The approach is flexible and depends entirely on what needs done. That said, projects tend to include research, creative strategy, design, and implementation.

PRE-AGREEMENT

Introductions

A chance to get to know each other and for me to understand how I can help with your goals. Among other topics, I ask questions about your business, why you want to invest in the visual identity, and where you want the brand to be in the coming years.

When deliverables are understood I can give a ballpark price range and timeframe, and if we’re deemd a good fit to work together I’ll prepare a detailed proposal for your consideration.

PRE-AGREEMENT

Proposal

The proposal includes project timings, a scope of items you’ll receive, a fixed fee (often with price options determined by the work involved), and standard terms and conditions. At this stage you might want to change the deliverables to fit within budget, or there may be other design elements you’d like added to the scope.

The first invoice is sent when the project agreement is in place. The invoice is usually for 50 percent of the total fee, with the remainder to be paid upon completion and before files are delivered.

Work is scheduled when the initial payment is received. Then we get to the heart of the work.

One

Research

This involves an in-depth look into the client history, target market, positioning, competitors, comparable brands, trends, differentiators, and reputation. The time spent varies, and includes site visits (where possible), interviews, and desk work.

Answers to a number of initial questions about the product or service help set the tone. Questions such as: Who and what is it for? What change do you want to make? What are the challenges? How can you tell if it’s working? What are you concerned about?

When the vision of a company is understood it becomes much easier to create a lasting outcome. Uncovering relevant best-practice brands — companies with strong positioning in terms of what they stand for — also helps to focus the work.

Two

Creative strategy

This is essentially about having a plan, and finding visual clues in what the research uncovers. It sets client expectations for how individual identity elements can work and grow with the brand, and means there’s no “big reveal” when designs are presented.

Moodboards can be created around two or three different identity directions. These use imagery from past projects and/or other brands, photographers and designers to bring visual inspiration to the project before the design work begins. This also helps us determine what kind of visuals, colours, and typography are the right fit for your business objectives, the sector context, and the various audiences and competitors, resulting in a benchmark that all design decisions can be tied back to.

Three

Design

A number of weeks are usually spent creating a design presentation for client review. And because a plan has already been approved, it’s normal that just one or two ideas are digitally presented.

Presentations include contextual mock-ups that demonstrate how the logo and visual identity will work in real-world situations, such as sample advertising, web pages, vehicle graphics, uniforms, corporate stationery and ephemera — whatever’s particularly relevant to the client business.

Feedback on how the work ties in with the original benchmark is essential, and there’s always scope for revision and refinement to ensure the strongest and most enduring outcome.

Four

Implementation

Everything is designed so that implementation (roll-out) is as efficient as possible. That might mean setting up social media profiles and creating a range of posts, making sure the identity guidelines are tailored for international offices, or talking with print firms on cost-effectiveness of specific print finishes — whatever’s most helpful and beneficial for the client.

Even if it’s many months after a project is finished, clients are encouraged to ask about any aspect of the design implementation, whether for visual guidance or for help with future identity elements.

Questions?

The project stages above are covered in much more detail in my book Identity Designed: The Process.

If you have any questions about working together then please do get in touch.

David Airey
Brand identity design

Independent since 2005
Website hosted by Fused
FAQ
Resources
Process

Studio
64 Beechfield Avenue
Bangor, County Down
Northern Ireland
BT19 7ZZ

studio@davidairey.com
07739530457
LinkedIn
Twitter
Substack