Seven step design process

Research & Discovery Call

Every project begins with understanding. I dive deep into the client’s world.

Who are they? Who is their audience? What problem do they solve?

This phase helps me gather all the important details and sets a solid foundation of trust when you get on a call with your client.

Defining the Brand Identity Strategy

With research in hand, I craft a clear brand strategy. This includes defining the value proposition and key messaging.

I ask: What makes this brand unique? How can we communicate that clearly?

This step ensures that every design decision supports the overall identity strategy.

It will help preventing the design and copywriting to be bland branding.

I also do a competitive analysis to see what other brands are doing in the space so we can do something different.

Design Concept Development

Now, I brainstorm ideas by curating custom mood boards to explore 3 different directions based on the goals and identity strategy.

I gather a bunch of images:

• Logos
• Typography
• Website hero layouts
• Illustrations
• Icons
• Colours
• Packaging

I let the ideas flow and then narrow down to the concepts that best align with the brand’s vision.

Design Execution

Here’s where the fun begins.

I bring the chosen concept to life by designing logos, selecting colors, typography, and all the visual elements.

I do this all in Adobe Illustrator, it’s a work horse.

Throwing things on my artboard and exploring many ideas even if it’s weird or colourful.

This part of the process can be messy, don’t be fooled by the clean bentos you see out there. That’s design in it’s final form.

Revisions & Refinement

I share the designs with the client with a Loom recording breaking down my thinking, design decisions and the overall story of the brand.

This step is all about refinement and gauging where the clients emotions are at.

After getting raw feedback via email or a call I implement any changes and tweaks if needed.

Presentation & Storytelling

Gone are the days of the “magic reveal.”

Today, I present the work with a clear narrative and explain the thinking behind every design decision.

This storytelling builds trust and demonstrates the value of a structured logical process.

Humans are emotional as well so them feeling the energy and excitement on your designs will make them excited too.

Final Delivery & Implementation

The last step is all about handing over the assets. If this part is smooth they will remember it because it’s the last thing on their mind.

I provide all the files, guidelines, and any support needed for implementation in a Dropbox folder with the project name. A clear handover makes sure that the brand is consistently represented across all channels.

It’s what sets apart a great design from a good one. And more importantly, it’s what gives my clients the confidence that they’re working with someone who knows exactly what they’re doing.

TLDR

• 1. Research & Discovery: Understand the client, audience, and problem they solve. Build trust through a deep dive and discovery call.
• 2. Brand Identity Strategy: Define value proposition, key messaging, and unique positioning. Analyze competitors to stand out.
• 3. Design Concept Development: Create 3 mood board directions with logos, typography, colors, and layouts. Explore ideas, then refine the best ones.
• 4. Design Execution: Bring concepts to life with logos, colors, and visuals in Adobe Illustrator. Experiment freely—great design starts messy.
• 5. Revisions & Refinement: Present designs with a Loom video explaining choices. Gather client feedback and make adjustments.
• 6. Presentation & Storytelling: No surprise reveals—explain design decisions clearly. Build trust with logic and emotional connection.
• 7. Final Delivery & Implementation: Provide organized files, guidelines, and support. A smooth handover ensures brand consistency and lasting impact.