The creative process is based on 3 or 4 brand values (brave, risky, young, etc) that are chosen by the client and designer together. Two proposals are then presented that have an investigation, colors, fonts, shapes, mockups, and different elements that make up what is known as brand identity. The identity manual we deliver consists of a logo, colors, fonts, and a graphic system that must be applied consistently in favor of the brand's communicative purposes, in addition to the preliminary design of the different graphic pieces that the brand may or may not have in the future, such as the notebook, personal card, postcard, etc. Which will vary based on the client's needs, in addition to a logo, colors, fonts, and graphic system.