Whilst every project is different, there is a process I follow to get the right design solution for each project. Sometimes some of the non-key stages get switched around or worked on in tandem for example I might end up drawing some icons or illustrations before working on the logo if that feels the right approach. After all, it is a creative process!
Intro Call
The first step after someone has enquired is to book a short call to discuss the potential project, the clients business and how I might be able to help. This is usually going to be a video call. However I have been pondering about offering this to be a form of asynchronous communication like voice notes or back and forth videos as an alternative that is introvert-friendly, side-hustle friendly or just for busy clients too. The main thing is establishing if we would be a good fit for working together and that the project is a fit.
If we feel that working together would be a good fit then the next step is making it ‘official’.
Onboarding
Using my client portal I create a proposal or package summary for approval, once approved a contract is prepared and an invoice for the downpayment. My client portal allows a client to come back at any point to review these documents but also I use it work through the rest of the project so progress can be tracked and anything requiring approval gets flagged. It can also help to keep communication streamline.
Client pre-work
Wait a minute you are thinking this sounds a bit like homework… Well I do typically require a questionnaire to be completed which goes in depth about the clients business and goals. This enables me to really get to know a business and understand the brand which will then feed into the next steps.
Research
Before starting any creative work I take the time to research competitors and what their brand, website and packaging looks and sounds like. I will look at visuals and see what’s currently being done and where a point of differentiation might be. If I need to I will research the industry or any aspects of the industry that a business is in too.
Brand Strategy Presentation
This depends on the project as some packages include it and others don’t. It will be based on discussions had to inform the strategy of the brand, covering the who, what, why, positioning, messaging, brand archetypes, values, mission statement, target audience, competitors, SWOT and more like brand personality, voice and tone.
There are opportunities to stand out in a market and it’s important to find out where your brand fits.
Creative Direction
This stage will most likely look like a few moodboards put together to determine the visual direction for the brand identity. It might look like a safer option and one that goes a bit bolder for example and this can then help to really clarify that both me as a designer and the client is on the same page for how the brand identity will look before I spend time working on the actual design.
Included in the creative direction document will be the moodboard and related colour palettes. Because there is nuance in how one person might describe how they want their brand to look luxury verses how someone else thinks luxury will look for example.
Sketches
For me personally I find getting down some quick ideas and sketching is a way to figure out what may or may not work. And sometimes I take more time to try and work something out. Some designers jump straight into Illustrator but for me I usually like to get it out on paper first.
It’s also my go to for print design work and websites, because I can start to figure out the layouts and whether something is looking good quickly.
Typography Explorations
Most projects will have the starting point of a particular font that is as close as possible to the vision I have for the logo design. Although sometimes I will create something completely custom!
The way I do this is sourcing suitable fonts from current fonts I have as well as a number of source, including looking at premium fonts. Then I type out the brand name and repeat it over and over and over, before applying the fonts so I can compare all in one place and see which ones jump out as working best. I can also then see if there are any aspects like the curve of a letter or detail I like that I can add to another font.
I then go on to manipulate different letters using Illustrator, to make it look just right. This makes it really bespoke and custom in a way that just using the font as is!
You are getting a real peek behind the scenes here at how my artboards are not neat! But you can see how I have tried out different fonts on the left and this is a narrowed down list, then tried out various manipulations on the chosen one. And trying them out with the icon too. I always start in black and white to ensure that the design works without the colour being distracting, it ensures it works at it’s most simple.
Developing brand elements, expanding the brand identity and refining the colour palettes
Drawing patterns, icons and illustrations that are either going to be a part of the logo or part of the brand identity. I love to bring in my illustration skills where applicable as it’s yet another way to help a brand stand out and look unique. They can work great for brand patterns or spot illustrations for using on various brand touchpoints. Giving more flexibility to design options in future too. Whilst I particularly love to create handdrawn logos, sometimes a the brand would suit a different style that might be more clean lines for example.
At this stage I’m usually also refining the colour palette and bringing everything together on an artboard like the third example below to check for cohesion.
Mock-Ups
As you can see in the left two examples above the next step to prepare the brand designs for presentation is creating various mock-ups. Depending on the brand depends on what I will choose as I want to give a client the best sense of how their new brand will lock rolled out. So this might be shown as the pattern on mailers, a business card and sticker or more.
Brand Proposal
Once I am happy with how everything is looking it’s time to present the concept to a client, the way I currently do this is a brand proposal document for review and approval. There may be a need for further discussion and refinements or the designs might be approved as is!
Finalising
Once the design has been approved it’s time to save all the necessary file format such as vector, jpg and png. Then one more document is put together either a mini brand guidelines sheet (one page), mini brand guidelines (simple and to the point), full brand guidelines (more comprehensive for bigger brands covering more scenarios, rules and ensuring staff and hires can stay ‘on brand’). These specify at a minumum the final typographic choices, colour palettes, logos and logo usage.
Hey, I’m Kirsty McGill the creative behind Elm Leaf Studio. I’ve been a designer for 13 years now and building websites for most of them.
Elm Leaf Studio is a creative studio that exists to help small, ethically-minded businesses grow and thrive.
When I’m not designing I mostly spend my time running around after a toddler nowadays, and if I get a spare moment I enjoy reading, learning and making art.
