Before starting a brand identity project, it helps to understand how the work will move forward.
When do we discuss your business? How are concepts developed? Where does feedback fit? What happens after approval?
My process follows five stages: Collaborate, Research, Apply, Fix, and Transfer. I call it CRAFT.
Collaborate: understand your business
We begin with a conversation about what you do, who you want to reach, and what you need from the project.
We discuss your existing materials, preferences, business goals, and practical applications. This is also where we clarify the deliverables, timeline, and expectations.
You don’t need every creative answer at this stage. Questions and uncertainties are part of the discussion.
For help preparing, read what to gather before hiring a brand identity designer.
Research: explore the context
The brief guides the research.
Depending on the project, this can involve exploring your industry, competitors, audience, and relevant visual references.
Existing brand materials may also reveal elements worth keeping or problems that need attention.
This stage gives the design work context and helps establish a direction to develop.
Apply: develop the visual identity
The direction takes visual form through design.
Depending on the agreed scope, this may include logo concepts, colour palettes, typography, supporting graphics, and application examples.
Presenting the work in relevant settings gives us something practical to assess. For example, a logo can be considered alongside a business card, presentation cover, or website application.
The aim is to discuss how the identity works across the materials you need.
Fix: review and refine
We review the work against the brief and refine it through the agreed feedback rounds.
Useful feedback explains the concern behind a preference.
“The smaller text is difficult to read” identifies something we can address. “This feels too informal for our audience” gives us a direction to discuss.
Where several people are involved, consolidated feedback helps keep decisions clear.
Transfer: prepare the handover
After approval, I prepare the agreed final deliverables.
Depending on the project, these may include logo files, colour specifications, templates, and brand guidelines.
The handover should make it clear what you’ve received and how the files relate to your everyday needs.
A process with room for collaboration
CRAFT provides structure while keeping your business and feedback involved throughout the project.
You can explore my portfolio to see examples of the finished work.
Ready to begin? Visit Kent Graphics to discuss your brand identity project.
