Design is the method of putting form and content together. Design, just as art, has multiple definitions; there is no single definition. Design can be art. Design can be aesthetics. Design is so simple, that’s why it is so complicated.

- Paul Rand

My Design Process

To give prospective clients the lowdown on how I work, here’s a brief overview of my brand identity design process.

The Design Brief

Compiled from a Q&A session with the client, a design brief saves everyone time. It helps focus attention on the details that best cater to the target audience, and in as timely a manner as possible.

Research & Brainstorming

I spend time reviewing client information, then begin the research and brainstorming stage. I take into account competitors, market trends, product/service differentiators, the history of the business, the future, the current brand, and the one aspired toward.


Sketching helps generate a strong set of possible directions. A mouse and computer adds an extra level of restriction that hinders the process. Most sketches will eventually be made redundant, but the point is to explore every possible direction before choosing the most effective idea.


I normally narrow the design focus until I have two or three strong options for digitising and conceptualising. The rendering stage involves transferring these options to Adobe Illustrator, to Photoshop, and finally to Acrobat (for the presentation).


The design presentation is supplied as a PDF file, with each concept shown in context, using digital mock-ups. Now it’s over to the client to consider the designs and prepare feedback based upon how the ideas fulfil the design brief.

Finishing Touches

Following client review, I’ll either finalise the project, or make any revisions agreed upon. My main aim is to create a visual identity that works for the respective business, and for many years to come. There’s always flexibility in my process.

Artwork Supply

Artwork is supplied via email and/or made available for download. Where the brandmark (logo) is concerned, files can be scaled to any size without loss of quality. I'm happy to cater to specific file requests.

The brandmarks I create are used for a wide variety of purposes - websites, corporate stationery, vehicle wraps, billboard advertising. Additional marketing collateral is certainly an option. 

Customer Service

What I offer doesn't end once my client pays the final installment. Should any design-related questions crop-up, I'm on hand to answer them, or to offer my opinion on how the new design has been applied.

If you have any questions about how I work, feel free to ask.