My approach is flexible and depends entirely on the task at hand. Generally, once we’ve agreed on the scope of the project, our roadmap follows a proven path: we start with research and creative strategy, then move into design and final execution.
PRE-AGREEMENT
Presentations
It’s a chance for us to get to know each other and for me to understand how I can best support your goals. We can talk about your business, why you’re looking to invest in your visual identity, where you see your brand in the coming years, and even any concerns you might have about working together. Usually, I can provide a ballpark estimate and timeline right then. If that aligns with your budget and schedule, I’ll prepare and send over a detailed proposal.
PRE-AGREEMENT
Proposal
The proposal outlines the project timeline, exactly what you’ll receive, fixed pricing options based on the scope of work, and my standard terms. At this stage, we can easily adjust the deliverables to fit your budget or add any extra design elements you might need. Once you’re ready to start, I’ll send the initial invoice for the 50% deposit. The remaining payment details will be clearly outlined in your proposal, with the balance settled before the final files are delivered.
One
Research
Depending on the size and stage of your business, I dive into your commercial history, target market, positioning, and competitors—looking closely at market trends, your key differentiators, and your current reputation. This process is thorough and includes on-site visits whenever possible, in-depth interviews, and dedicated research.
To set the right tone, we start with a series of fundamental questions about your product or service: Who is it for? What is its purpose? What change do you want to create? What are the biggest challenges? And how do we define success?
When the vision of the company is fully understood, creating a design that lasts becomes much easier. We also look at the best practices of ‘relevant brands’—companies with strong positioning that stand for something meaningful, even if they aren’t in your specific market. This helps us focus the work and find your unique edge.
TWO
Creative Strategy
Strategy is essentially about having a clear plan and finding visual cues within the research. It sets the stage for how each element of your identity will work and grow with your brand. My goal is to ensure there is no ‘big reveal’ or surprise when the designs are presented—because the direction is already rooted in our shared strategy.
Most projects include the creation of a moodboard to establish a clear identity direction. We use imagery and visual inspiration from various sources to align on the creative path before any actual design work begins. This helps us pinpoint the right visual style, color palettes, and typography that best fit your business goals and industry context. It serves as a master reference point that keeps every future design decision on track.
THREE
Design
We typically spend several weeks developing a design presentation for your review. Since we’ve already aligned on a strategic roadmap, I usually present one or two focused concepts rather than a flood of random options.
These presentations include contextual mockups that show exactly how your logo and visual identity will perform in the real world—whether that’s on a website, vehicle graphics, corporate stationery, or industry-specific items like uniforms or packaging. I focus on whatever is most relevant to your daily operations.
Your feedback is essential here to ensure the work hits the mark we set during our research. There is always room for refinement and revision, as our goal is to guarantee the most robust and lasting result for your brand.
FOUR
Implementation
I design everything with one goal in mind: making the rollout as smooth and efficient as possible. Depending on what you need, this could mean anything from prepping your social media presence to coordinating with printers on the most cost-effective materials. I’m here to make sure the transition is practical and adds real value to your day-to-day operations.
My support doesn’t end when the project is delivered. Even months down the road, I’m always available if you have questions or need guidance on how to grow your brand further. I want to make sure the system we’ve built together keeps working exactly the way it should.
Questions
If you have any questions at all about the process or how we can get started, don’t hesitate to get in touch.