This is the most important part of the process regardless of project scope. If you’re a new client (or in need of my brand identity services), I’ll flick you a briefing questionnaire to complete so I have a good grasp on the status of you and your biz before we take things further. Think values, business goals, tone of voice, and desired outcomes. We’ll then chat through your responses and make sure we’d be a good fit before I crack on with the goods.

For smaller or ongoing work, each project begins with a bunch (like, a bunch!) of questions until a comprehensive brief has been defined. This ensures we’re both clear on the parameters of the project, what problem needs solving, and what you can expect along the way.

Cue the fun stuff!

For brand identity and logo projects, this involves a tonne of research and mood-boarding and is very much about the strategic thinking behind the brand. It’s very, very important this part is done well as it sets the tone for everything to come. Plus, it ensures we’re on the same page for the visual direction and market positioning.

From there, I’ll throw on my thinking cap and put together a comprehensive presentation with 2–3 brand concepts, including logo variants, typography, a colour palette, and nifty mockups. Why 2–3 concepts, you ask? While some designers opt for the ‘One Concept Method’, my preference is to present multiple ideas. From my perspective, this allows the client to be very much part of the design journey and promotes discussion, collaboration, and exploration. The goal is to work through the merits and downfalls of each concept before developing and finessing the one that’s the best fit for your company.

I’m a firm believer in quality over quantity, so I’ll only present ideas with true potential for your brand (and your brand only).

The thing with design is it’s inherently subjective, but I need you to let go of personal preference here. You may be the driving force behind the branding, but you need to think from the perspective of your customers. What would appeal to them?

For ad hoc projects like brochures and digital assets, a concept or two will be presented before finalising. Like with brand identity projects, there’s plenty of room for your input and feedback so that every single brand touchpoint can be the best it can be.

Once everything’s approved, I’ll handover the goods (to the right people). For a logo project you’ll receive my comprehensive logo package and file guidance document to begin using as you like. For website projects, the designs will be compiled and briefed through to the developer with immense detail. Likewise with printed collateral, final files will be created and sent off to production and by this stage I would have organised print quotes and stock samples, if required. I strongly recommend you let me handle this—I know what to ask for and this takes a bunch of admin off your plate. After all, you have much better things to be doing, like celebrating the massive win that’s having your project come to life!

Oh, is this the part where I reveal you’re stuck with me? That’s right, the project may be over, but that’s not how I see our relationship. By now, we’re both invested. You’ve invested your time, trust, and money. I’ve invested in you and your company, and I’ve likely become quite attached. You see, I care deeply about the success of your project, regardless of project scope. You’ll likely have everything you need to thrive for the next wee while, but don’t be surprised if I check in every now and then to see how things are going.