Brand design process

The brand design process begins with the WRITE phase, which then informs the logo design and brand identity components in the DESIGN phase. Finally, the brand design is brought to life through the CREATE phase which can include graphic design, photography, and website creation.

  WRITE

Discovery

Initial written questionnaire, then a two-hour in-person (or video call) discovery session to:

• Learn about the background of the business
• Explore the purpose, vision and goals of the business now and for the future
• Find out who the target customers are and what the benefit or transformation is for them
• Investigate and establish a competitive edge
• Conduct an existing brand audit
• Determine objectives for the brand design project

Strategy

Insights from the questionnaire and discovery session are then compiled, further research is conducted, then a strategic plan is created for the rest of the brand design project. Initial design ideas are also noted and sketched when applicable.

Messaging

Development of key messaging and brand positioning to suit the target markets. This includes structured copywriting covering topics such as company purpose, benefit-to-customer, products and services, and company story—plus creation and refinement of taglines and other key phrases if applicable.

Naming (optional)

Ideation, wordmapping and other creative processes to develop a large range of naming options, then once refined a shortlist of new company or brand name options is presented, ready for the client to undertake the final decision. Availability of business name, URLs and social media handles are also taken into consideration during the process.

  DESIGN

Logo

Ideation and design process to create a range of ideas and sketches, then creation of the chosen logo design including production of a comprehensive logo suite. This suite includes logos, logotypes and logomarks in various colour versions, formats and file types.

Illustration

Creation of custom illustrations and graphics to suit the style and application of the brand design. Illustrations can be hand-created or more technical in style, while graphics can include diagrams, infographics and visualisations. Illustrations can also be animated for additional charge.

Identity

Production of a brand identity design and brand design guide (digital PDF) covering company purpose, brand positioning, messaging, name and tagline conventions, logo design and use, typography, colours, supplementary design elements, photography style (if applicable), custom illustrations and graphics, and a range of client-specific application mock-ups.

If also undertaking the MAKE phase, any additionally created graphic design elements, photographs, and website designs will be added to the brand design guide and an updated version supplied as a digital PDF.

  CREATE

Design

Initial and on-going development of brand touchpoints, including graphic design elements such as stationery, email signatures, brochures, documents, presentations, building and vehicle signage, tradeshow displays, retail displays, and packaging.

Photography

Custom photography further enhances and builds the brand story, with professional processing and editing to create pixel-perfect images, and high-end Photoshopping capabilities to repair or create entirely new scenes and product images.

Website

As an Oncord Software agency partner, websites are designed and developed on the Oncord platform using the created brand design (logos, brand identity, written copy, illustrations, photographs, and any other created design assets). Oncord subscriptions include lightning-fast premium hosting, enterprise-grade security, plus automatic updates and backups.

When to start the brand design process:

  Experienced business owner starting a new company
  Launching a new service, product or product range
  Company merger, acquisition or sale
  Strategic company name change
  Change in product or service offering
  Shift in company vision, mission and values
  Repositioning to suit a changed or new market
  Tired or irrelevant brand needs an update or refresh
  Current brand design is inconsistent and lacks cohesion

Let's create a brand design together