A Brief Intro to My Design Process

(This post was written in 2015. I’m working on an updated version with new photos and some new resources)

This week I decided to do something a little different. I wanted to show you one of my projects and introduce you to how I work. It is a pretty straightforward 7-step process from start to finish. I will discuss each of these steps in later posts in more detail but I know that I am always interested in how others work and I thought I would share how I work with you. I actually share a version of this design process with my clients with each Design Proposal I send out as a way to show them what all is involved in the service I provide them.

1} Initial Meeting

This can be either an in person meeting, or phone call with the client to get to know them and to be introduced to their company and the scope of their project. For Salt Church, since they are in Colorado, the meeting was a phone call with the pastor starting the church plant. They had previously worked with another designer who didn’t work out. I was very excited to work with them since their ideas for their church were not conventional.

2} The Design Brief/Questionnaire

Compiled from questions I have created, the brief for the project is filled out. Initially it will take some time on the part of the client but in the end it saves everyone an incredible amount of time. It helps me focus attention on the details that best cater to the target audience, shows me where I need to research, and I can start working on the project in as timely a manner as possible. I have since re-designed the entire brief to be more efficient and it will be downloadable sometime in the near future so stay tuned for that.

3} Research & Brainstorming

This is the stage where I “Use Words First” and mind map all of the words and ideas that may apply to the client. This stage is the most important because it gives me focused direction. I spend time reviewing the brief, then begin the research and brainstorming stage. I take into account competitors, market trends, product/service differentiations, the history of the business, the future, the current brand, and the one aspired toward.

I almost always discover my concepts via the mind map and that concept is what will guide the entire project. A thesaurus can be your very best friend during this phase.

I also explore different color options that will reflect the concept that I save for the color implementation stage. The concept I ended up with was “Urban & Earthy”.

4} Sketching

Hand-rendered sketching helps generate a strong set of possible directions. A mouse and computer adds an extra level of restriction that hinders the process in the early stages of ideation. Most sketches will not be usable, but the point is to explore every possible idea before choosing the most effective direction to pursue. The above photo is only two of about six full pages of sketched logo ideas.

5} Rendering

The rendering stage involves taking the sketched options and transferring them to Adobe Illustrator, Photoshop, and finally Acrobat (for presentation). I take some of the ideas I sketched that I feel have the most potential; then I narrow the design focus until I have no more than three strong options for developing further. This is also my font-finding stage (my favorite). I have thousands of font options. However, thanks to my sketching, I have an idea of the type of fonts that I am looking for so I can find what I need relatively easily. Part of the font-finding is gathering all of the fonts that are a possibility together on one page to work from and going from there to find the best solution. For this client, I ended up using the “Homestead” font from LostType and Vekta; they complemented each other very well and had exactly what I needed to match my concept.

*At the time I worked on this project I had a fairly strict “3 Concept Rule”; as in I would only present three choices, no more. Since my recent rebrand of my business I have decided to only do one or two concepts at the most if I feel it is necessary (this will be a post for another time). But I just wanted to let you know that presenting three logo options is no longer a part of my process.

6} Presentation

The design presentation is supplied as a PDF file, with a clearly defined concept and explanation of direction and design choices. When applicable, the logo may also be shown using digital mock-ups of different usages. For any logo I create, options are only shown in black and white for Round 1. Color is not implemented until a final direction has been chosen (which is usually around Round 3). I find that color can sway the client and any good logo should work as well in black and white as in color. At this stage it is up to the client to consider the choices presented and prepare feedback and input for approval or revisions.

7} Finishing Touches

Following the client’s review, I will either finalize the project, or make agreed upon revisions. This stage is pretty close to the end and offers them the logo in the colors that we have chosen. My goal at this point is to finalize the visual identity that works for the client, and to make it work for years to come. This logo was a lot of fun because it offered so many different variations. The client was thrilled with the results.

Artwork Supply & Customer Service

Artwork is supplied via email and/or made available for download. Where the logo is concerned, files can be scaled to any size without loss of quality. I’m happy to cater to specific file requests. The logo formats they receive may be used for a wide variety of purposes — websites, corporate stationery, vehicle wraps, billboard advertising. Additional collateral design/application (t-shirts, etc.) is always an option with additional design agreements. What I offer doesn’t end once the client pays the final installment. Should any design-related questions crop-up, I’m on hand to answer them, or to offer my opinion on how the new design has been applied. I also help with print procurement, or offer design assistance in whatever way possible related to my designs.

ABOUT ME

Since I was a little girl, I’ve had the ability to see inspiration in unusual things. As I grew into my career, I learned how to harness that ability and combine it with strategy to develop The {Strategic} Process™ for designers who want to strengthen their creative confidence so they can present design work that gets approved the first time. I can’t wait to talk with you about how you can be empowered with the tools you need to level up your design game.

SOCIAL

9 Responses

#55: The Myth of the Right-Brained Designer – Design Matters May 21, 2016 at 4:38 pm
[…] creating for ourselves instead of designing with a “why” or purpose in mind. My 7-Step Design Process is a great way to explain how designers use their left brain and right brain. I hope that after […]
#50: Twelve Habits of a Happy Designer – Design Matters April 16, 2016 at 7:32 am
[…] is critical to keeping you on track and making sure that steps aren’t skipped. My process is seven pretty simple steps. I have found that having a process that I have practiced over and over and […]
#49: Imposter Syndrome & How to Fight It – Design Matters April 9, 2016 at 8:11 pm
[…] ideas and just do what they’re told or asked to do without any kind of thought or creative process. The imposter is a tool, mindless, and driven by the whims of the user/client. An imposter will not […]
4 Ways to Kill Your Design Soul – Design Matters March 13, 2016 at 11:36 pm
[…] no thought to the quality. The only way to find the best clients for you is to weed them out via a process and insist that each viable client prospect follow that process. Then stick to your guns, because […]
{Focus on Each Step} DT#10 – Design Matters March 1, 2016 at 10:23 am
[…] are lots of steps to take from the beginning of the creative process to the final product. I think often we are so […]
#36: 10 Ways to Win at Design School – Design Matters February 15, 2016 at 12:30 pm
[…] of them has said that they learned from it and that it has helped them in some way. Check out the posts and consider what your process might be using mine as a jumping off point and writing out your own […]
Don’t Fall in Love with Your Ideas – Design Matters February 13, 2016 at 7:34 am
[…] we know how much work the process will take after the idea or direction has been chosen, we make a commitment to stick by that idea […]
Don’t design to win awards. – Design Matters January 30, 2016 at 2:58 pm
[…] even though I have now won an award, that all of my thoughts on design awards have not changed. My process is no different whether it is a 3-hour competition, 24-hour creative endeavor or a […]
10 Ways to Win at Design School | Design Matters December 14, 2015 at 9:34 pm
[…] of them has said that they learned from it and that it has helped them in some way. Check out the posts and consider what your process might be using mine as a jumping off point and writing out your own […]

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