The approach is flexible and depends on what needs to be done. More often than not, after a project agreement is in place, stages include research, creative strategy, design, and implementation.
PRE-AGREEMENT
A chance to get to know each other and for me to understand how I can help with your goals. You can tell me about your business, why you want to invest in the visual identity, where you want the brand to be in the coming years, and if you have any reservations about working together.
I can usually give a ballpark price range and project schedule, and if it suits your budget and timings I’ll prepare and send a detailed proposal.
PRE-AGREEMENT
The proposal includes a schedule, items you’ll receive, fixed-fee pricing options determined by the work involved, and standard terms. 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 you’re happy to get started. The invoice is usually for 50 percent of the total fee, with the remainder to be paid upon completion and before files are delivered.
One
Depending on the size and stage of your business, this is where I look at the trading 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 do you measure success?
When the company vision is understood it becomes much easier to create a lasting design outcome. Uncovering relevant best-practice brands — companies with strong positioning in terms of what they stand for, and not necessarily in the same market — can also help focus the work.
Two
The strategy 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.
Some projects include the creation of moodboards around two or three different identity directions. These use imagery from past projects and/or other brands to give some visual inspiration before the design work begins. This can also help 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. It’s a form of benchmark that all design decisions can be tied back to.
Three
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
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 — it depends on what’s most helpful and beneficial for the client.
Even if it’s many months after a project is finished, I always encourage clients to ask about any aspect of the design implementation, whether for visual guidance or for help with future identity elements.
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.