The steps below are a brief overview of the design process. In essence, working together means discussing your business or project, then collectively deciding on how to grow it through effective design.
Introductions
A chance to get to know each other and for me to understand how I can support your goals. Tell me about your work, why you’re investing in a visual identity, and where you want the brand to be in the years ahead.
I’ll share a typical price range and schedule. If that suits your budget and timeline, I’ll prepare and send a detailed proposal.
Proposal
The proposal document outlines an accurate timeframe, the deliverables you’ll receive, fixed-fee pricing options, and my standard terms (linked below).
When you’re happy to proceed, I’ll send the first invoice—usually 50 percent of the total fee, with the remainder due upon completion and before final files are delivered.
Research
Depending on the size and stage of your venture, this is where I explore your goals, audience, brand history, market position, competitors, trends, and differentiators. Research can involve site visits (where appropriate), interviews, and desk work.
If not already covered, I’ll ask a few key questions to help shape the project’s direction. What change do you want to create? What challenges are you facing? How will success be measured?
The more you can share about your vision, the more effective and lasting the outcome will be.
Creative strategy
The strategy phase is about establishing a plan—identifying visual clues from the research that shape the design ideas. It sets expectations for how identity elements will appear and work together, and how they support long-term brand growth.
At this point, I typically describe three or four possible design directions using only words, before any visuals are developed. This helps me understand your thoughts on each idea’s strength and relevance, ensuring alignment before design begins.
Design
A number of weeks are usually spent creating a presentation for review. Because we’ve already agreed on the right direction, it’s typical for just one or two refined ideas to be shown.
Each presentation includes contextual mockups to demonstrate how the identity works in real-world applications, such as sample advertising, websites, uniforms, stationery, vehicle graphics, or other items relevant to your brand.
Your feedback on how well the work aligns with the original plan is essential. There’s always room for refinement to ensure the strongest, most enduring result.
Implementation
Everything is designed with ease of implementation in mind. That might mean preparing social media templates, tailoring guidelines for international teams, or consulting with printers about cost-effective finishes—whatever’s most useful for your needs.
Even months after a project is complete, clients are encouraged to get in touch, whether for visual guidance, new identity elements, or creative referrals. If you need a long-term design partner, I’ll be here.
Questions
The process above is explored in more detail in my book Identity Designed: The Process. If you have any questions about working together, do let me know.
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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