The brand identity process in five simple steps

As every project is different some flexibility is required depending on the size, scale and complexity. That said, most brand identity projects include the following five phases:

Discovery

A deep-dive into client history, audiences, positioning and competitors, combined with an understanding of the brand values and personality, creates a solid, strategic foundation to build from. It ensures the resulting identity has genuine longevity for the business.

Brand Story & Strategy

Armed with an understanding of the business and position in the market, I distil your business values, personality and ethos into a set of concise brand principles that inform the visual work. This provides a non-visual foundation for the brand identity work and helps bring focus and coordination to the subsequent creative process.

Stylescapes

If pertinent, I also compile stylescapes, a broad-brush look at creative directions including colour palette suggestions, typography, art direction and graphic styles that form an overarching direction for the creative. Stylescapes form an intermediary visual step giving a the client confidence we are on the right path as early as possible in the process.

Creative

Creative isn’t always a linear path, so time is built in for genuine experimentation and discovery. A number of weeks are usually spent preparing a document for client review. Because brand principles and a stylescape have been chosen, only one or two concepts are required.

The proposed concepts are explored across a variety of digital and real world mock-ups, ensuring the logo, identity and colour palette works across every touchpoint.

Brand Implementation

The new identity is now ready to be rolled-out across every channel - print, digital, social or signage. An easy-to-use set of guidelines ensures consistency and clarity for the new brand launch.

Do you have a logo or branding project you’d like to talk about? Tell me what your business is, who’s involved, and how you want it to grow. It’ll be a pleasure to hear from you.