1. DISCOVERY
To kick the project off, we will schedule an information-gathering meeting with key decision makers answering the questions about what the goals will be and to establish the project’s objectives. We help businesses clarify and realize their vision, enhance their products or services, and serve their customers better.
DESIGN CRITERIA DOCUMENT
This written step will clarify the information gathered in the Discovery phase and define clear project goals. We will outline the positioning, the promise, target audience, emotional impact, key attributes, review what the customer wants/needs, etc. and define the design direction and tone.
PROFILE BOARD
This board (or digital representation) is put together as a way to visualize the meaning of the brand beyond graphics, and beyond a just a logotype. This exercise serves as helpful reminder of who the desired target audience is, what they respond to and for the decision-maker's to remember it is not about their personal taste. (optional)
MOOD BOARD
This process defines the company or brand’s visual direction and personality. This is a way of working through the process to give tight parameters to the direction of the design--color palette becomes evident, elements begin to take shape. (optional)
2. DESIGN
After achieving a clear brand vision we explore graphical directions around color stories, and/or photography/illustration styles, logos vs. logotype, and apply them to stationery, business cards, envelope, buck slip and mailing label or whatever the most visible brand touchpoint is.
IMPLEMENT
During this step, we complete development of the logo and stationery design, create the production mechanicals and deliver the work.
3. BRAND ROLLOUT
This step ensures consistent implementation of your communications whether it be packaging, web sites, collateral, etc.
IDENTITY GUIDELINES
May include:
• Logo – signature of the brand
• Fonts
• Color palette
• Patterns
• Collateral
• Uses
• Do’s and Don’ts
• Photo style - that reinforce the qualities of the brand
• will include digital files for vendors, franchisees, etc.