Delivering head-turning, unforgettable brands

Pro

Diana Castaneda

Starting at

/hr

About this service

Summary

Diana is a skilled brand designer and strategist with a proven ability to create strong, enduring visual identities for startups and established companies. Her assertive, agile process ensures efficient delivery of impactful designs, supported by her experience in marketing, content creation, and illustration.

Process

BRIEFING: The process start from a briefing call/meeting, where I get acquainted to your needs, opportunities and limitations. DESIGN THINKING FRAMEWORK: Using the framework to define the brand goals and plan accordingly. MOOD-BOARDS: We generate mood-boards to gather all the relevan references of what the 'look n' feel' of the new brand will be. These are often inspired in our competitive analysis. LOGO SKETCHES: A round of many pencil sketches is produces to make sure we find a bespoke icon with which the new brand can be identified with.

LOGO POLISHED: A selection of 2-4 polished versions is presented. These can be already digitally rendered and may include typography

TYPOGRAPHY AND COLOR: These elements get added to the chosen logo option for a final proof of the new mark

COLLATERAL: Usually, some basic collateral gets created, where the application of the above elements is implemented. Things like print or digital stationery and templates for promotional material are part of this process.

BRAND GUIDE: A standards guide establishing the rules of the new brand is followed by the fist examples of use.

FAQs

What is the DESIGN THINKING FRAMEWORK?
It is a standard design protocol used widely from design schools to design based companies like Apple, Google, Boeing, etc. It is comparable to the LEAN ENTREPRENEURSHIP protocol, or the AGILE developing method. It consist on following these steps: 1. Empathize: we understand the target audience and empathize with their needs\ 2. Define: we define the problem we want to solve and think of how to reflect that on the brand identity\ 3. Ideate: we think of different way we can use to connect with our audience and how to effectively do it\ 4. Prototype: we produce brand kit options leaving enough time to iterate based on feedback\ 5. Test: Given the opportunity, we should test audience reactions to our visual solutions to verify how effective it is and tweak if needed
How long the whole process takes?
From 20 to 50 hours. The range depends on the clients availability for feedback and the number of revisions. Startups often get their kits very quickly, while large organizations will spend time proportional to the number of stakeholders and consultants involved.
Can you work on a fix rate?
Absolutely!
Can you collaborate with our internal marketing team?
Yes, in fact that is a very common scenario for me.
Can you work under a more simple process? Our task is fairly quick--
Sure thing! Let's get the conversation started!

What's included

Logo design
Full consultancy of graphic options via mood-boards, and visual competitive analysis A wide selection of sketches 3 to 5 rough logo versions A final, polished logo in vertical and horizontal orientation, as a vector (CMYK color mode EPS, SVG, PDF), and raster (RGB color mode PNG, JPG) to be used in print and screens Favicon and profile icons for browsers and profile images
Color Palette
Full consultancy on color palettes using mood-boards, and visual competitive analysis A selection of 2 to 3 main brand colors Additional 3 to 5 secondary colors Final swatches available as ASE files, CMYK, RGB, and HEXA codes
Typographic Systems
Full consultancy on font pairings using mood-boards, and visual competitive analysis Font packages for desktop and web Standard usage guide of the fonts in the typographic system
Stationery (option of print and/or digital)
PRINTED COLLATERAL Consultancy on business card design (3 design options) Consultancy on Letterhead design (2 designs) Consultancy on design for mailing labels, stamps, envelopes, brochures, banners Consultancy on office interior design, office signs, way-finding, branded decor DIGITAL COLLATERAL Consultancy on email signature design (3 design options) Consultancy on Letterhead design (2 designs for Office 365) Consultancy on template design for presentation decks, intake forms, learning management systems (designs for Office 365, Google Workplaces, and Canva) Consultancy on template design for social media presence (posts for Facebook, Instagram, LinkedIn, X, Youtube and TikTok)
Brand Guidelines Booklet
Options of comprehensive or lean guidelines to ensure brand compliance in big organizations, and small businesses or startups. Formats include but are not limited to PDF, Interactive PDF, Interactive Deck (PowerPoint or Canva link), Canva Brand Kit, Frontify Portal, Microsoft SharePoint Sites, etc.

Example projects