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Crafting a Distinct Brand: A Concise Guide to My Design Process

Crafting a compelling brand is crucial to make a lasting impact in today’s business landscape. Join me in exploring the essential elements that contribute to the seamless construction of a brand identity.

Step 1: Understanding the Brief and the Brand’s Essence

The journey begins with a deep dive into the brand itself. Understanding the core values, mission and unique selling points lays the foundation for the logo design. This initial step ensures the logo represents the brand’s identity.

How I approach the brief:

Brand Values: I go deep into what the brand is all about. Does it want to be fun or serious? What does it like and not like? I find out all the small details to understand how the brand talks to people. This helps me decide on colours, artwork and what to say to ensure the brand feels real and appreciates its customers.

Target Audience: I look at the people who might use the product, where they live, their age, gender, and how much money they make. How good are they with technology? I also dig into what they like to do and why they might want the product, then create detailed profiles so we know exactly who we're talking to.

Competitor Analysis: I check out what others in the market are doing. What's working for them, and where can we do things differently? Identify the indicators that will be used to measure the success of the branding efforts. The goal is to find ways to be unique and stand out from the others smartly.

Lastly, I clarify any ambiguities with the client or the team responsible for the branding project and initiate project scope, timeline and deliverables.

Step 2: The Importance of a Moodboard

A moodboard is the visual foundation for any branding project, providing a curated collection of images, colours, and textures. Its purpose is to set the tone and evoke the desired emotions associated with the brand. By incorporating elements that resonate with the brand’s identity, a moodboard becomes a guiding light, ensuring a cohesive and consistent design direction.

  1. Clarity: A moodboard clarifies the vision and helps the client understand the aesthetic direction. This is extremely important to make sure there are no surprises.

  2. Consistency: It serves as a reference point, ensuring all design elements align with the established brand mood.

  3. Inspiration: A well-crafted moodboard inspires creativity, laying the groundwork for a unique and memorable brand.

Armed with insights, I collect diverse visual inspiration from various sources and choose a platform such as Figma or Illustrator for creating the moodboard. I divide the curated collection into three categories that align with the desired aesthetics. I pay close attention to the layout and composition for visual appeal and add brief descriptions or annotations to clarify choices.

After reviewing and refining, I present the mood board to the client, explaining each section and being open to feedback. Iterate, if necessary, based on client input, ensuring the moodboard accurately represents the collaborative vision for the project.

Step 3: Logo Conceptualisation

The next step involves brainstorming and sketching out various conceptual ideas. This phase is characterized by experimentation and exploration, allowing for the convergence of abstract thoughts into tangible design elements. Each concept aims to communicate the brand’s visually compelling message.

The fonts and colour palette should complement the logo’s visual elements while evoking the desired emotional response. Typography, in particular, contributes to the overall cohesiveness of the logo with the brand’s personality.

A successful logo design is one that remains effective across various platforms and sizes. Ensuring scalability and adaptability allows the logo to maintain its integrity, whether displayed on a massive billboard or a small business card.

Feedback is sought and multiple iterations are undertaken to refine the chosen concepts. This collaborative process ensures that the final logo resonates with stakeholders and aligns seamlessly with the brand’s identity. Striking the right balance between simplicity and uniqueness is key during this iterative phase.

“You can’t simply toss a logo out into the market and hope it works. Until the logo is truly associated with a brand experience, it’s just another logo. Without a story, people will make one up for you—and there’s no guarantee it’ll be right. Or good.” Interbrand

Step 4: Brand Elements

Developing additional visual elements, such as patterns, icons, illustrations and photography, contributes to a comprehensive and versatile brand system.

The proposed brand system is presented to the client or stakeholders with a rationale articulating the design decisions. Clear communication enhances understanding and collaboration between the designer and the brand.

Once approved, I create a comprehensive document or style guide outlining each brand element's usage guidelines. This includes colour specifications, size, imagery and any other relevant details. This guide should be easily accessible to all team members and stakeholders and include examples and best practices to help ensure consistent brand application across different contexts.

Step 5: Application Across Platforms

I start by building on the design system to encapsulate the visual and interaction patterns across applications. This includes UI components, layout grids, accessibility tests and other design elements, ensuring the brand system is responsive and adaptable to different screen sizes and devices. This helps maintain a consistent brand experience across various platforms and guarantees a unified brand presence.

Establish open communication channels between design, development and marketing teams. Collaborate on implementing the brand system consistently across all applications. Implement version control for design assets and documentation to keep track of changes and ensure everyone is working with the latest brand assets.

Regularly review and update the brand guidelines and design system based on feedback and evolving brand needs. Conduct regular brand audits to ensure all applications adhere to the established brand guidelines. Identify and address any inconsistencies or deviations promptly.


Designing a brand is a deliberate and strategic process that involves a clear vision, careful consideration and a step-by-step evolution from a simple napkin concept to a complete brand system.

From understanding the brand’s essence to refining concepts and making thoughtful design choices, every step contributes to creating the brand beyond aesthetics, becoming a visual embodiment of a brand’s identity and values.

I navigate the intricate design landscape to craft visually appealing brands that resonate with intended audiences.

Get in touch if you want to build a consistent and impactful brand together.


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