Before I start the research phase of any design project, we should have a conversation outlining the scope of the work. I need to unpack your business strategy. Uncover your aims and objectives. Understand your target audience. I will keep an open mind and listen carefully to your aspirations, I’m curious enough to spot the creative clues. Pluck out the main plot lines. I’m not the expert on your company, you are. Clear communication starts here.
Based on your design brief and the outcomes of our conversation, I can start the research ball rolling. Research takes me beneath the surface, in-between the lines and behind the scenes. Research can be revealing and sometimes revolutionary. I won’t be afraid to question the design brief. During this stage I will also check any technical information and source competitive print quotes if required.
3. Brainstorm
With design brief in hand I begin by sketching ideas, sourcing photography, sampling colour palettes and testing typefaces. Brewing up concepts is the most time-intensive stages of the design process. Much of the budget will be invested in this crucial stage. I strive to explore all the possibilities, watching as a blank canvas (screen) comes to life. If the conditions are right, an idea comes kicking and screaming into the world. Towels at the ready!
4. Design
I deliberately allow some space and time in the schedule, between initial concepts and the designs that will be developed and presented. The calm after the (brain) storm. It is time to filter, finesse, and fine-tune the initial creative concepts into tangible design solutions. I translate the ideas into more digestible formats. Mocking-up products, applying branding to various marketing materials, placing digital designs onto screens - giving them a sense of purpose and of belonging. A natural environment in which they can thrive.
5. Present
Time for the big reveal. The art of the presentation. The aim is to articulate my design solutions clearly to all stakeholders. Face to face is my preferred way to present, to gauge reactions in the room but of course it isn’t always possible to be in the same physical space as the client. Alternatively, I can provide annotated PDF files or comprehensive emails explaining my design work. We can always follow-up with a Skype, Zoom or WhatsApp call.I craft a visual vocabulary around the presented design solutions, helping clients to understand the creative direction.
6. Feedback
Creative types are passionate (and sensitive) about our design work but honest feedback is an integral part of any successful design project. The first question you will undoubtedly ask yourself - does the design work presented meet my brief? Does it resonate with my brand? Does it tick the right boxes? Try to be as specific as possible. I will listen intently and take your insights onboard. This is my opportunity to ensure you are completely satisfied with the creative work. I will ask you to clarify anything I am unclear on, to allow me to implement your feedback accurately.
7. Deliver
I will develop the chosen design to your desired taste, stirring elements around to make the message even stronger. I include three rounds of amends (industry standard) with most design projects, if needed we can agree more flexibility at the start of the project. With the first round of amends is generally the most extensive. Once the design has been 100% approved by the client, it is time to produce the artwork files. Attention to detail and a sound technical knowledge are of paramount importance at this final stage. Clear communication between client, designer and developer (or printer) is vital to avoid any last minute hitches.
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Branding considerations
Be attractive
Be attractive
The aesthetics of a product are integral to their usefulness because products that you use every day have an effect on your well-being. That means the more you look at something, the more of an impact it has on your senses.
Be consistent
Be consistent
Employ a consistent format and design throughout all your branded materials. With a consistent style rolled out across all printed and digital collateral, your customers are able to instantly recognise you in a crowded marketplace.
Be curious
Be curious
Your branding should ignite your audience's curiosity. We all have a ingrained natural curiosity to ask questions. Find your confidence to start questioning again. Keep asking why - until you have all the answers to unlock new growth in your business.
Be honest
Be honest
If your visitor has the wrong impression of what your content is trying to tell them, your design isn’t being honest enough. Your design needs to communicate your brand’s story with authenticity and integrity. No tricks required here!
Be meticulous
Be meticulous
Just because your design is simple, doesn’t mean you can overlook the details. In a minimal design where most of your design is white space, there are few places to ‘hide’ bad composition or a poor typeface choice. Ensure artwork is precise.
Be neutral
Be neutral
Check your bias and attempt to achieve fairness. This doesn’t mean your design has to be completely devoid of personality. The number one goal of graphic and web design is to present content in balanced and clutter free surroundings.
Be ruthless
Be ruthless
If a graphic element or passage of text in a piece of work distracts from the key message or confuses the audience, consider removing it. White space is crucial to a successful design. It allows the eyes to rest, so the mind can start to think. Don’t be afraid of empty space!
Be timeless
Be timeless
Steer clear of current fads and trends which can harm longevity - if something feels like a trend, it probably is! A classic design should evolve naturally over time, be adaptable and have the ability to speak to both present and future audiences.
Be understood
Be understood
Good design doesn’t need to be explained. You know this, even if you’ve never consciously thought about it before. Think of all the products you use on a daily basis, I bet you didn’t have to read a manual to learn how to use them?
