Projects After Hours Process Brandmarks About
My Design ApproachSTEP ONE
Investigate
Before I start developing visuals for a client, I need to know everything about them and their industry. This includes audience demographics, competitors, pain points, and more. Having a thorough grasp of a client always leads to a better end product.
STEP TWO
Ideate
Clarity is paramount in design, but if there's room for cleverness, I always aim to incorporate it. That's why I develop concepts for my projects, striving to evoke that "smile in the mind" that boosts customer interaction with the brand. I use mind maps to move beyond initial ideas and find ones far enough from my starting point they just might be crazy enough to work.
STEP THREE
Inspiration
What drives me most to create great work is seeing great work. I constantly source excellent design pieces, both in print and online, so when I set a direction for a project, I have a strong visual foundation. When inspired, I don’t try to duplicate it. Instead, I ask how I can elevate it, add my unique spin, or update it for modern times. The key to timeless design lies in good taste, making it essential to study the medium.
STEP FOUR
Identity
To create collateral for a brand, it must first have a distinct voice. Colors, logos, patterns, copywriting, and photography style all shape a brand’s perspective in the marketplace. Once established, these elements guide my approach to a project. A brandmark's job is to capture a company’s essence and clearly convey it to the customer. When done right, it's memorable and serves as the perfect distillation of design
STEP FIVE
Iterate
Now all that’s left is execution, beginning with initial drawings and rough renderings until the project is refined. Along the way, gathering feedback on what works and doesn’t is crucial to shaping the final product. This trial-and-error process varies by project, but a well-earned solution often leaves me wondering why the answer didn’t come sooner.