Brand Identity Design & Brand UX that's Smart & Awesome Businesses  / Sold Pte Ltd

Overview of our Creative Process Structure

Brand identity design. Brand collaterals . Brand Experience

Below is a standard version of the creative process we use in our brand design projects. It doesn't show the sometimes overlapping phases, the "two steps back and one step forward" nor the "brilliant idea" that can sometimes happen during an initial client meeting. It does, however, give you an idea of what to expect and the level of commitment required.

Steps

  1. Preparation // Conversations & Discovery
  2. Analysis // Keyword Mapping & Moodboard
  3. Ideation // Sketching Lo-Fi
  4. Ideation // Sketching Hi-Fi
  5. Ideation // Design Concept(s)
  6. Feedback // Design Presentation (1st Round)
  7. Feedback // Design Presentation (2nd Round)
  8. Feedback // Design Presentation (3rd Round)
  9. Delivery // Handover Files
  10. Others // Additional Materials
  11. Support // Follow Up

1. Preparation // Conversations & Discovery

We believe the branding process should provide value far beyond the delivery of a logo or symbol. That is why we have devote much preparation time in making in-depth conversations with the brand stakeholders to understand and discover important details and information crucial to the branding direction. We believe this is a crucial phase that ensures the process is not aimed at making something pretty, but a strategic exercise that demands an investment of time and effort.

The minimum level of input from the client would be a 25-item questionnaire with questions regarding your company, customers, products, services, brand , preferences to colours, fonts and mood.

At SOLD, we believe branding is a collaborative process, led from the clients' perspective. A company can't simply hand off branding to a graphic designer and expect it to be successful. Without deep understanding and context, a designer can easily end up producing a square peg their client will forever be trying to fit into a round hole. A designer and client that spend the appropriate resources in developing deep understanding shine a bright light on potential pitfalls and illuminate the path to a solution.

We firmly believes this exercise:

  1. Helps in bringing clarity and consensus amongst client's team and SOLD
  2. Helps in defining project goals and responsibilities
  3. Helps in gathering information about client's business, offering, competition, brand and audience
  4. Helps in gleaming deeper understanding of the brand stakeholder's direction for the brand

It is the starting point for future conversations and informs the development of a clear creative direction required to develop strong branding.

result: collaborative creative brief by SOLD & client

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2. Analysis // Keyword maps & Moodboards

We would utilize mind maps internally to organize thoughts, the brand's vocabulary (words that describe the mood, personality, emotion, etc.) goals, and other information collected about the client's company, product or service. Depending on the project, we will either use keyword mapping, moodboards or both.

For keyword mapping, we will narrow down to 3-5 keywords that we believe best describes the brand's intended direction, and expand on its descriptions, dos and don'ts. This brief document helps to focus the team by displaying the key information in text format.

For moodboards, we will collect images, fonts, colours via online and create a collage based on the intended emotion that best describes the brand's intended direction. This brief document helps to focus the team by displaying the overall direction in a visual format.

As a by-product of reorganizing the information in these manner, additional questions may surface allowing further clarification and conversation with the brand stakeholders before the next step.

result: keyword map or moodboards by SOLD

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3. Ideation // Sketching Lo-fi

At this point, we start to visualize solutions based on the information collected. Lo-fi sketches are small, quick and unfiltered ideas sketched with pen and paper. The goal is to explore as many ideas as possible without becoming attached to any particular one. We do not show clients our thumbnail sketches as their primitive state can be misinterpreted and cause confusion.

result: a vast number of small sketches by SOLD

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4. Ideation // Sketching Hi-fi

Examining the sketches against the creative brief, thumbnails that show potential are explored further with pen and paper to a point where we are confident that time should be spent refining them on the computer using Adobe Illustrator. As with lo-fi sketches, we do not show roughs to clients during the creative process.

result: a number of rough concepts with potential by SOLD

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5. Ideation // Design Concept(s)

Concepts are refined until they are at a stage that clearly communicates the desired message & direction. The refined ideas are developed to explore how the branding concepts work in real life situations. While the concepts may look finished, more time will need to be spent to reach a stage where they are complete. As with lo-fi sketches, we do not show unfinished concepts to clients during the creative process.

result: a small number of well-thought out and refined concepts by SOLD

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6. Feedback // Design Presentation (1st Round)

Concepts are presented using a design presentation deck. The deck provides context, giving real life examples of the proposed branding in use. We are strong believers in the benefits of showing design concepts in this format over presenting a logo in isolation. The process of creating a presentation deck like this provides an opportunity to explore how the proposed branding could be implemented and, in turn, an opportunity to make further changes resulting in a stronger concept.

Unless explicitly stated in scope, the standard practice is to provide TWO design presentation to the client for this round, via email communications. Referring to the creative brief and taking the time necessary to reflect, the client selects ONE design for further refinement.

result: one selected concept with requested revisions by the client

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7. Feedback // Design Presentation (2nd Round)

Changes are made to the design as well as any refinements necessary. (All requests are examined against the creative brief and creative direction to ensure appropriateness. We make sure they strengthen, not harm, the integrity of the design.)

Unless explicitly stated in scope, the standard practice is to provide ONE refined design presentation to the client for this round, via email communications. Referring to the creative brief and creative direction, the client may have slight modifications they would like us to explore further.

result: Revised design presentation deck by SOLD with requested revisions by the client

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8. Feedback // Design Presentation (last Round)

Changes are made to the design as well as any refinements necessary. (All requests are examined against the creative brief and creative direction to ensure appropriateness. We make sure they strengthen, not harm, the integrity of the design.)

Unless explicitly stated in scope, the standard practice is to provide ONE refined design presentation to the client for this round, via email communications. Referring to the creative brief and creative direction, the client may have slight modifications they would like us to explore further. (subject to additional charges). If not, the client will approve and finalize the design concept.

result: Revised design presentation deck by SOLD & Final approval by the client

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9. Delivery // Handover of Files

All final files are sent digitally to the client via Email or FTP, including various digital formats of the identity. Also transferred to the client at this time are full rights and ownership of the visual brand identity.

result: All digital files and rights sent to client by SOLD

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10. Other // Additional Materials

At this stage, we can begin to work on other deliverables, if applicable to scope.

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11. Follow-Up // Support

After the project is completed, we will be available to answer any questions regarding the use of the branding.

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