The steps below are a brief overview of the design process, but essentially, working together means talking about your business or project then collectively deciding on how to grow it through good design.
Introductions
A chance to get to know each other and for me to understand how I can help with your goals. Tell me about your work, why you’re investing in the visual identity, and where you want the brand to be in the coming years.
I’ll share an average price range and schedule for the project, and if it suits your budget and timings I’ll prepare and send a detailed proposal.
Proposal
Your proposal document includes an accurate timeframe, the exact items you’ll receive, fixed-fee pricing options, and my standard terms (linked below).
When you’re happy to get started I’ll send the first invoice—usually 50 percent of the total fee, with the remainder to be paid on completion and before files are delivered.
Research
Depending on the size and stage of your venture, this is where I look at the overall goal, audience, history, positioning, potential competitors, comparable brands, trends, differentiators, and reputation. This can be done through site visits (where appropriate), interviews, and desk work.
If they haven’t already been covered, answers to a number of initial questions help set the tone. What change do you want to make? What are the challenges? How will you measure success? That type of thing.
The more you can share about your brand or project vision the easier it becomes to create a lasting outcome.
Creative strategy
The strategy is essentially about having a plan and finding visual clues in what the research uncovers. It helps set expectations for how individual identity elements will appear, how they work together, and how they’re future-proofed for brand growth.
I typically describe three or four potential design directions in words before any design work takes place. This helps me gauge your feedback on overall strength and relevance. As you’re involved in the decision-making it means you have a good idea about what to expect when it comes to the design presentation.
Design
A number of weeks are usually spent piecing together a presentation for review. And because there’s already consensus on the right design direction it’s normal that just one or two ideas are shown.
Presentations include contextual mockups 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.
Feedback on how the work ties in with the original plan is essential, and there’s always scope for revision and refinement to ensure the strongest, most enduring outcome.
Implementation
Everything is designed so that implementation (or roll-out) is as efficient as possible. That might mean setting up a series of social media posts, or making sure guidelines are tailored for international offices, or talking with print firms on the cost-effectiveness of certain print finishes—it depends on what’s most helpful for you.
Even if many months have passed after a project is complete, clients are always encouraged to ask about any detail of the design implementation, whether for visual guidance, help with future identity elements, or the recommendation of a different creative specialist. In other words, if you need a design partner on a long-term basis, I’ll be here.
Questions
The stages above are covered in much more detail in my book Identity Designed: The Process, but if you have any questions at all about working together, do get in touch.
David Airey
Logo & brand identity design
Studio
64 Beechfield Avenue
Bangor
Northern Ireland
BT19 7ZZ
Contact
studio@davidairey.com
Book a video call
07739 530 457
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