The Design Process

To give prospective clients some insight on how I work, here’s a brief overview of my 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. This will also include the scope and time frame of the project.

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.


I will jump into Photoshop or Illustrator to start piecing together a few ideas to get the process moving and to see what reveals itself to me through the act of creating. 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 one or two 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 (for example, on letterhead or business cards). 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 finalize the project, or make any revisions agreed upon. My main goal is to create a visual identity that works for my client, and for many years to come. There’s always flexibility in my process.

Artwork Delivery

Artwork is delivered 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.

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. I can also offer design assistance in whatever way possible.

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