When completing a new identity design for a client, we begin with an in-depth interview, ideally over video or in person if possible. My goal is to understand as much as possible about the character of the brand and the intended audience before any design work begins.

The next step is rigorous back-and-forth mood boarding. At this stage I am aiming to set the tone of voice, get a sense of colors and graphic style, as well as illustrate the brand's core attributes. Sometimes this step is very participatory (if the client so chooses) and we may really journey around a bit before landing on something that feels exactly on-brand.

Logo, typography, color palette, and image treatment often come all at the same time to me.

I will share design rounds of a working brand guide document that lays out the above, with client buy-in at every round. Honest feedback is key to my working method. Past clients have described me as intuitive and incisive when it comes to visually communicating a brand. But this is definitely a feedback based process where I appreciate specific notes on designs.

The resulting product at the end of this design process, in addition to digital assets such as logos and imagery or templates, is a comprehensive brand guide document.

The brand document, or brand book, is a point of reference for roll-outs or for other designers in the future. Organizing the design information in this manner is really helpful to maintain brand consistency throughout all possible creative applications.