A design concept is the foundational idea or vision that guides the creative process. It serves as the overarching theme and blueprint, ensuring that all design elements are cohesive, consistent, and aligned with the intended message, objectives, and audience. To get to the concept, I have a quick exercise that we will do, and then I will use the insights from it to ideate and come up with a concept I believe would work for your business.

When creating a visual identity, you shouldn't settle on the first direction presented. I do stylescapes, which serve the purpose of being a visual representation of a potential direction. In this phase, I explore different paths, and once I have something concrete to present, we will have a dialogue about them.

If you are starting from scratch and don't have a logo, I can create simplified logos that can give you a strong and solid starting point. However, a logo is essential, if not vital, to your identity, and I would honestly suggest that if you have the budget, you should seek out a Logo Designer with a decade of expertise in this field. This craft is unique and requires high expertise if it is to be done right, and I don't mind working closely with other creatives.

A key element of any identity is the colours that represent and bring recognition to your brand. Depending on your business, requirements, and direction, we will set rules to manage your colours. It is common to have a range of brand colours — primaries, supplementary, and sometimes even themes to have a range that is scalable and can be seamlessly implemented in your digital presence and in your marketing to drive recognition to your business.

Similar to your colour palette, typography is another key identifier of your visual identity. It sets the tone and can resonate differently with your audience depending on the type, structure, and feeling you want to express. Another thing that many often forget is also that it can improve readability and, thereby, your accessibility design.

I will also be looking at the direction for your imagery to ensure your visual identity is consistent and recognisable to your audience throughout your different platforms and in marketing. Setting guidelines will in the future help you to filter through the wast mass of stock photos and visuals making it more easier to ensure your visual output and how you are received.

Once we have laid the foundation for your visual identity, I will provide further concrete examples of how it could appear in different settings, e.g., on devices, in print, on billboards, and in other relevant scenarios for your business.