From idea to finished brand: how I design a brand identity

If you've never gone through a branding project before, it can feel like a bit of a black box. You hand over some info, wait a few weeks, and a logo shows up?

It's a lot more thought-out than that. Here's what actually happens, step by step.

1. Research

Before I design anything, I need to understand your business. Who are your customers? Who are your competitors? What's going on in your industry? Where do you want to be in a few years?

This part usually starts with a conversation and a questionnaire. It's the foundation for every decision that comes after, so it's worth taking the time.

2. Ideas

Once I have the lay of the land, I start brainstorming. Lots of rough ideas, different directions, words, shapes and references. Nothing is too out there at this stage. The goal is to explore before narrowing down.

3. Concepts

Then I narrow it down to the strongest directions and start developing them properly. This is where mood boards, sketches and early mockups come in, so you can see how each direction might look and feel in the real world. Colours, fonts and imagery all start coming together here.

4. Refinement

You pick the direction that feels right, and we fine-tune it together. This is where your feedback really shapes the result. We'll go back and forth on details until it feels like you.

5. Launch

Once everything's approved, I build out the full toolkit: final logo files in every format you'll need, your colour codes, fonts, and a brand guide that explains how to use it all. Then we roll it out across your website, social, print materials and anything else you need.

Why the process matters

Skipping steps is how you end up with a logo you like but a brand that doesn't quite work. Each stage builds on the one before it. That's what gets you a brand that feels right, fits your audience and lasts.

Thinking about a rebrand or starting fresh? Here's where to start.