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The process for brand identity projects is broken up into 4 distinct, but utterly important phases. Research, Creative Strategy, Design and Implementation. Let's walk through these in detail.


The research phase varies from project to project, but few things are consistent in each, such as market landscape with competitive assessments on similar brands. Findings are recorded where necessary.

Interviews are composed with clients, CEO's and stakeholders to discover the future vision of the brand for the next 5 - 10 years. We use this knowledge to develop a plan that is future proof and timeless. These interviews give us a vast understanding of client design knowledge to appropriately explain future plans for the project.

Creative Strategy

This phase revolves around a logic, researched and strategized plan to execute the project.

The outcome is a creative brief that sets the stepping stones for our journey before we begin exploring blindly. A brief includes an overview of the business, the objectives of the project, competitive landscape, target audiences and the expected outcome.

This glorious brief will act as the Brand Bible to ensure nothing goes wrong in the design process. It will be the filter in which all design aspects and decisions shall be put through for brand accuracy.


Many concept ideas are considered, but typically only the very best 2 - 3 concepts are presented to the client - rarely more than 3. It's rare when clients want to spend more for more concepts, but never non-negotiable. 

Presentations are crafted through various creative softwares and ultimately shown through a PDF file for discussion. Mock-ups and in situation photo manipulated images might be used in this presentation to share how a logo or brand identity work in context to the real world and not solely a graphical symbol, such as signage, stationary, uniforms, packaging, etc.

Client feedback is essential to the successful development of the project goals and there's always room for revisions if necessary. Since the work is driven by strategy in phase 2, there are rarely any major objections.


Logos and brand identities are designed to ensure that implementation (roll-out of the new identity) is efficient as possible. For example, if a client has multiple offices brand guidelines can be developed for internal usage of the new brand identity or logo. If brand imagery is important but the client doesn't have the budget for custom photography, royalty-free images will be sourced.

At any time during or after the implementation phase, clients are more than welcome to reach out if they are ever to be unsure about brand usage or roll-out. Some clients invest in a brand guardian phase where in-house work is reviewed for a number of months post-launch, while other clients choose to have ongoing design help until an internal team is formed.


For clarification on any aspect of working together, please ask.

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