design process

Every project is unique. While my design process may not be identical for each project, the same structure applies. From research to flushing out digital concepts, one thing is for certain, I’m passionate about finding the most efficient and effective route to creating bright solutions that stand out and deliver. Below is a brief overview of the 7 steps I use when working on a project.

1. The Brief
2. Research
3. Brainstorm
4. Concept Development
5. Refinements & Revisions
6. Release
7. Production 

1. The Brief

The brief is where I begin digging for information. I utilize this time to ask questions, learn about the client’s main objective and goals, and to discuss any limitations, past experiences. I treat this as a ‘get to know’ the client and their passion likes/dislikes if this is the first time working with this particular client.

2. Research

Now that I’ve gained some knowledge of the client and the project’s main objective, I dive into the research phase. I take this opportunity to learn about the industry, scope out the competitors, and keep creative ideas in my back pocket for the next step. While researching, I like to see what has been done vs. what has not been done for this sort of project. Once I am well versed in the client’s industry, competition, and appropriate design trends I can begin compiling my findings and constructing initial ideas. 

3. Brainstorm

One of my favorite steps in the design process is the brainstorming/ideation stage. This is where I get to let my mind run wild. I sift through books at my local bookstore, create collections on Behance and Instagram, flip through my trunk of samples and even head to a location similar in the industry. If I’m working on rebranding a restaurant or food product, why not have that item in hand. What does it taste/look like? Whats the feeling I get when sitting at a table in the restaurant? Immersing myself in the project helps me launch into a creative brainstorming session.  

I love my sketchbooks—this is where I begin getting ideas out quickly. I call it quick and dirty sketching because this is where I toss out any and all ideas on paper quickly. I can go back and make refinements when I see an idea or concept has potential. This allows me to take a step back and gain perspective on the larger picture, rather than getting hung up on a single idea or design direction. When we take time for exploration and new opportunities, we can often amaze ourselves by the end result. I also enjoy picking the brains of colleagues, whether creatives or not, to see if we can explore a myriad of solutions and design directions before being locked in.

4. Concept Development

After pinpointing direction and possible solutions via my sketches and moodboards, it’s time to bring things to life. I begin the execution phase of design where I take everything from steps 1–3 and start flushing out concepts. I may have already started this phase during the brainstorming step, but it is here where I make refinements and really start polishing up artwork to prepare for the initial client presentation. This stage of the process is important to include feedback. Listen for constructive criticism and have a healthy conversation. Print it out! Look at it from different angles, on and off screen, small and large, close up and far back, upside down and right-side up. This helps us iron out any little wrinkles or faults that may have otherwise been overlooked. Always better to triple check than to let something slip through the cracks!

5. Refinements & Revisions

After presenting initial concepts to the client, it’s time for revisions. I head back into the studio and incorporate the given feedback. If necessary, I’ll have another brainstorm with my team about how the clients’ wishes may fit into what was designed. This can help give a clearer idea of how to please the client based on their initial reactions. Even if the client is ecstatic with the initial creative, it’s time to review the work with a fine-tooth comb. Again, triple check things pixel by pixel! Revise the creative and prepare for the next presentation. It’s normal for several rounds of revisions, especially if it’s a larger campaign and incorporates a lot of moving parts, but once the client has given approval it’s time to prep for release.

6. Release

Great! We have received final approval and the client is happy with your work. It’s now time to prepare your final files, packaging all creative, and begin delivering to the client/publication/vendor. Incorporating a reference PDF is often helpful with email communications for easy viewing. This is the final time to review everything to ensure no errors, no issues, and the release process goes smoothly.

7. Production

The final step in our graphic design process is seeing our designs being used. It can sometimes be out of our control (depending on the nature of our project), but with being thorough, clear, and available, you can assist in getting the project completed without any hiccups. No one wants to see a beautiful design be butchered by a lazy, cheap production! The actual production process will differ massively depending on what the design actually is, but I like to offer my contact info to anyone touching this piece to address any issues or problems if they arise. Generally, there aren’t issues, but I want to ensure the final product is what I, and the client, have envisioned.

As I mentioned, the above 7 steps are the basic foundation of my design process. They can differ greatly, and even include more steps, depending on the nature of the project. But with my education and experience, following this structure can ensure that what I have created will result in satisfied clients and bright solutions in design. Utilizing the design process and seeing a project come full circle is what I love about this industry.