The approach is flexible and depends entirely on what needs done. That said, 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.

One

Research

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? Are you concerned about anything?

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.

We talk about what kind of visuals are the right fit for the 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 preparing a document 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 digital mock-ups that demonstrate how the logo and brand identity can be applied to relevant print and digital contexts.

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. Whatever’s most appropriate 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 additional branding elements.

Questions

Get in touch if you have any questions about how we might work together.

David Airey
Brand identity design

Independent since 2005
Website hosted by Fused
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Bangor, County Down
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