Moodboard for Sasha Gulish Photography branding
One of the questions I get asked most often is about my design process. Most of us have a method for working through a project but once it’s done often enough, it begins to feel like second nature. I’ve continually held off writing this article until now because truthfully, my design process has become so routine that I don’t think of it as being significant. But, when I take the time to step back, I realize that we each have a different method for working through projects and can learn from one another. Today, I’m going to share an overview of the general design process I go through when working on a project. Please note that the process detailed below is focused solely on the creative side of a project and not on any of the administrative or strategic tasks that take place.
1. The Questionnaire
When I’m working with a new client, I begin my process by sending out a questionnaire. It’s comprised of a short, succinct set of questions meant to jog memories and provide the basic information clients might not otherwise think about. The last question encourages clients to gather their own visual inspiration and links to sites and content they like. After all, we know ourselves better than anyone else and the more we share about what we love & loathe, the easier the designer’s job becomes.
2. Visual Research
While the client is doing their own visual research to show me what they like, I’m doing mine at the same time. Conducting visual research is important because it helps you become aware of current trends. This doesn’t mean that you should rip off every hot color, font and lockup you see. It’s meant to inform you of what’s happening in the world around you. Think about the flipside; you don’t want to end up with a logo that looks exactly like someone else’s because you didn’t do your homework! Clients tend to want a logo that’s on-trend while still remaining unique. But by on-trend, I mean current, not trendy. Nobody wants to go through the hassle of redesigning their logo every few years if they can help it!
My top places to search for visual inspiration are:
2. Pinterest (This is my personal account where I save some of my favorite images).
4. Flickr: I have a private folder that I upload everything I find into and have been actively adding to it since college. I do this mainly because I can be anywhere in the world, log in and have my full collection of inspiration at my fingertips.
Thumbnail sketches from a recent logo design
3. Thumbnail Sketches
Ah, yes. Our college professors made us do page after page of thumbnail sketches and they do have their benefits! My head is usually full of potential fonts and lockups the second I start working on a new project and getting them onto paper helps me define some of the options I really want to explore. Plus, being away from the computer helps me clear my mind and creatively focus in a fresh way. To be completely honest, I’m not a big sketcher. Often, my notebook pages will be composed mostly of lists, like “try this font” and “reference this image.” Sketch, make lists, do whatever suits your style best. Just try to do some part of your creative process away from the computer. Breaking up your routine often yields some of the best, most unexpected results.
Inspiration section from my presentation deck
4. Presentation with Visual Research
A moodboard (at the top of this post) is more of an arbitrary, outward-facing step I’ve included to show online folks what outside influences inspired me on a particular project. But usually, the visuals I’ve gathered are placed in a section within the first client presentation I deliver called, you guessed it, “Inspiration.” This is beneficial for the client because it can make them more feel more confident of the outcomes when they understand the general reference points. Also, something lurking in the visual inspiration may very well grab their attention. Perhaps they’ll say, “I love the layout of option #4 but the type feels off. Can you modify it to feel more like the type in XYZ?”
5. The Moodboard
I’ve noticed a huge trend lately of designers showing moodboards online of what inspired a particular project. I’ve never shared this part of my process with my readers but am considering making a change the next time I showcase a project. Of course, in my world the inspiration is just a folder of gathered imagery tucked inside the client’s job folder on my hard drive but in an effort to present a so-called organized, methodical look, an example of the visual research I gathered for photographer Sasha Gulish’s identity development is at the top of this post. Looking back, it really did help speed up the design process and aligned perfectly with the colors we’d already been considering.
The final outcome of Sasha’s identity / business cards (note that only the blue version was printed).
6. Revise / Review / Redeliver
Once you’ve delivered that first round, it’s time to wait for client feedback, revise the options they liked, perhaps gather even more visual inspiration if they’re feeling a particular direction and send off the second round. Rinse and repeat until complete!
I’ve titled this article Developing a Design Process 01 because I figured that you might have more questions about specifics. If there’s something further you’d like to know about developing a process, please leave a question in the comments!