DESIGN - Our Process
So we get a design client. What’s next? I’ve compiled a 3-step process we go by to achieve our client’s branding goals. Whether it’s a logo, a new website, or all of the above, these 3 steps are necessary to achieve a successful design.
When designing for a client, the first step to get the ball rolling is research. This establishes the solid foundation which a design is held upon. I always send my design client a Creative Brief to outline their primary audience and secondary audience. Who are you trying to reach? Are they male or female? What age range? What other things do they like? Where do they live, in the city or the burbs? These are all important features that should be taken into account when designing. Know your audience!
Make a list of keywords (an exercise called word mapping) that outlines what you want people to think of when looking at your brand. You’d be surprised what you come up with! Many of these keywords can also be helpful in creating a tagline or website header text & descriptions. The main use of these keywords is to create mood boards. A mood board is a collection of images/colors/fonts that will encompass your brand’s look and feel. What will you want someone to think/feel when they look at your brand’s website or product for the first time? These images can be anything like photos of fruit, textures, colorful signs, etc. - whatever feeling you want to convey. Once the moldboard is locked, it will serve as the “blueprint” for the website!
After the mood board is complete, then comes the fun part - designing the logo/website itself. A website mockup is created from the mood board, and text variations & color are introduced and chosen based on the look and feel of the board. This phase is an ongoing collaboration between client and designer. The interactive sections of the website are also planned at this stage - but everything revolves around #1 and #2!
As mentioned, having a good foundation is everything. Knowing your audience and establishing a solid mood board to set a look & feel of the brand is key. Without these first two things, you’d be designing in the dark!