01/09/2017
Initial Graphic Design Process Steps
1.0 – Construct the Creative Design Brief
The first step in any professional design project is to build a creative design brief.
To understand the client and their needs, we must ask questions and develop a clear understanding of their business, their industry and the issues they have been having.
This initial phase of the graphic design process stages can be completed however the client is most comfortable – be it over the phone, in person, using an online design questionnaire or simply via email.
Ultimately, the purpose of the design brief is to help the designer understand the project, so the more they know, the better they can communicate through the initial design concepts.
1.1 – What is a Creative Design Brief?
A creative design brief is a document intended for a design or development project, created during a consultation between the client and the designer.
In our case, it is a set of around 20 questions and takes approximately one hour to complete in full. The more complete the answers, the better we can communicate through the design concepts – so we advise clients to spend time in completing it.
1.2 – What Questions do we ask Clients?
The logo and branding questionnaire we use is broken down into several key areas:
– About Your Business – What does your business/product do? What problem do you solve for your customers? What about your background, product or service sets you apart from your competitors?
– About Your Customers – Describe your ideal client, What is the primary message you want to convey to your customers?
– About the Project – If you have an existing brand/identity, why isn’t it working for you? Please share three links of Brands/Logos that inspire you. What do you like best about them? Using five adjectives or short phrases, describe your brand’s desired look and feel.
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2.0 – Research & Discovery Phase
Once the answers to the questionnaire are complete, we will go through and build up a solid base to work from moving forwards.
Further questions may arise, which can be discussed so we best can understand the project before getting started.
2.1 – Client Discovery
We look into the existing business (unless it is a brand new startup) and try to uncover where they are at currently, in regards to Branding overall.
There may be facets of their business that had not been mentioned in the initial consultation, but the key point to client discovery is to understand their issues further to provide the best solution possible.
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Often, the client may not know ‘why’ their brand is struggling, but to an expert brand consultant, looking to their current setup may provide meaningful answers in the graphic design process.
2.2 – Industry Discovery
Working in so many varied industries, learning about the particular ’niche’ the client resides in is always important.
We look at their competitors to see what they are doing – if they are doing well, we consider what they are doing right.
If they are doing things badly, we can quickly know what to avoid to help our clients succeed.
2.3 – Primary Research – Qualitative Research & Quantitative Research
For more comprehensive Brand Identity design process, we delve deeper into the research levels of the Brand in question through Qualitative and Quantitative research methods.
Naturally, this takes a lot of time, so the lower priced logo design packages will tend to skip over this part.
Qualitative Research is primarily exploratory research.
We use it to discover reasons, opinions, and motivations – it provides insights into the overall problem.
Qualitative Research is also used to uncover trends in thought and opinion.
Quantitative Research is used to quantify the problem by way of generating numerical data that can be formatted into useable statistics.
It is used to quantify attitude, opinion, behaviour, and other defined variables – and generalise results from a larger sample population.
Quantitative Research uses measurable data to formulate facts and uncover patterns in research.
2.4 – Secondary Research
If possible, we will delve deeper into the client’s existing Brand Identity, looking into their existing Brand collateral such as reports, stationery and of course the website.
