Process of the Designer
While final designs are presented as immaculate, clean, and free-of-error, each one of them has undergone a rigorous planning process filled with vital decisions that inform the final outcome. Take for example the following project, where I created the branding and marketing materials for Filthy Gorgeous Hoops, a small hula hoop crafting, performance, and instruction business based out of Connecticut. The images below are examples of a creative brief, or process document, and altogether map out the process of transforming an idea into reality.
The first step to a healthy client-designer relationship is making sure you're both on the same page with the project at hand. As a result, the first pages of a creative brief are always based on the hard and fast information so that everyone knows what to expect. Here, I will create a timeline of deadlines, as well as any essential budgeting information to remain aware of what's to come.
Following the nitty-gritty information, we get to the fun part! The Reasearch & Brainstorming page is where I pull inspiration from anywhere I can, bringing together elements such as competitor logos, interesting textures, and catch words/phrases that the client has used to begin forming a vision for the final outcome. In this project, the client had mentioned their admiration for my own branding, and so I chose to contrast the design aesthetics against one another on this page to ensure that a similar quality was maintained.
In Swatches & Typography the client really begins to see their design coming to life, as possibilities for different color swatches and font families are listed here. Normally, this page can become quite crowded, and is then simplified through communicative client-designer meetings that articulate the client's precise vision.
At this point in the process, I usually have some sense of where the client wants to go with their brand, allowing me the ability to create conceptual Sketches & Inspiration for their final products. This is where my ideas begin to take shape and the client has the opportunity to tell me what they do and do not like about where their design is going. Inspiration elements that appear here are usually direct sources of inspiration, and tend to show up in some form on the finished design.
In order for a project to be successful it must always be envisioned in the context in which it will eventually exist. For this project, the final outcome was to have all of the printed (and digital) materials displayed alongside each other in the context of an exhibition, and so an Elevation was necessary. Here, I planned the optimal way for the materials for to be presented to ensure a quality visual experience.
Of course, as in life, things don't always turn out the way you expect them to, and sometimes different specifications must be factored in to meet a client's goals. In this case, the display space I was presented with became limited to 5 feet in width when I was initially planning to display the work across 10 feet of wall space. After some compromises were made for the sake of logistics, this Revised Elevation presents the client with a more detailed and accurate look at the final display.
After careful consideration of client feedback, the designs are created digitally before returning to the client again for any final adjustments that need to be made, no matter how big or small. This phase where digital work is transported between the client and designer may reoccur as many times as necessary to ensure the client's satisfaction*. Once both the client and the designer are happy with the work, a printer is selected and utilized to create the physically printed materials.
Ultimately, the printed designs are arranged as specified in the provided elevation and the Final Display is brought to fruition!
*Additional time spent on a project may result in an increased rate.