I’m sharing with you my brand design process, step by step. This will help you know what to expect as a client and why I ask so many questions before we start coming up with concepts.


Your brand is created firstly around the audience you are targeting and marketing to.

Imagine one person as the audience your brand will be speaking to. You will then answer questions on likes and dislikes or this person, not an entire audience.

Here are some examples of what I will ask:

  • Envision your ideal customer. What is their age and gender?
  • What industry do they work in?
  • What is their marital status?
  • What are their hobbies and interests?

This not only helps me as a designer gauge what will appeal to certain audience members, but it also helps clients identify who they are trying to sell to, and this might be the first time really exploring this area.

DESIGN Questionnaire

What is your vision, what are your likes and dislikes, and what do you expect your brand to do for you? Before answering questions I have clients create a Pinterest inspiration board to help with the process of answering questions. For a lot of people that is how design works, when we see it – we know if we like or dislike it – but with a blank slate it can be challenging to answer these questions for some.

I ask questions like:

  • About your company:
  • Business mission/goal/purpose?
  • What emotions do you want your brand to exude?
  • What colors are you drawn to, or not drawn to?
  • Do you have a preference on typography?

I also want to know which brands you like and dislike, what website styles appeal to you with examples if you have them, and who your competitors are.

During review and research I might seek clarification from a client and ask follow up questions.

The more information = the easier the branding process.

MOOD BOARD created from questionnaires

I use all the information you have submitted and research I have followed up with to create a mood board for your brand. A mood board is an arrangement of images, materials, colors and pieces of text that will project a particular style or concept. This helps us hone in on a feel or “mood” for the brand.

I meet with the client to discuss where the concept is going and if the brand is going in your desired direction. Revisions and change ups happen here before the next steps to ensure that I am producing your vision.


I create multiple color palettes based on the mood board for my client to pick from. If a clients finds a photo or art work that the combination of colors appeal to them I can create a palette based on the image. Something to keep in mind while creating the Pinterest board.


I always start logo concepts in sketch format. I then take ideas from my sketch book and create presentable logos in Adobe Illustrator. I will provide my client with at least 3 unique designs to choose from. Most often I will do 3 main concepts and 2 extra minor variations of each concept, so 9 all together.

From here we will go through a few rounds of revisions.

I ask them questions like:

  • What logo stands out to you the most?
  • What specifically do you like about that logo?
  • What specifically do you not like about the logo?
  • What elements of other logos do you like and dislike?

I usually do around 3 rounds of revisions to get the logo perfect for my client.


Now it all starts to come together. Because we did so much pre-work, creative research and really built the brand foundations from the ground up, we both enter into the final step very much on the same page.

I create:

  • Alternative Logos/Submarks
  • Logos in a variety of color combinations
  • Custom Brand Textures and Patterns
  • Font Combinations
  • Any extra brand collateral that the client asked for

I put this all together and present on Branding Style Boards, and as always, revise until perfect!


Brand Style Guide for fictional brand sunscreen – Shade.

The aim with the Branding Style Board is to encompass all of the design features into one document. So, if in the future you need to hire a different designer or company, the new designer should be able to view the Branding Style Board and know exactly what to do to keep the designs on brand and cohesive.

This is the last step of the design where it all comes together as a complete brand.


I create a Dropbox folder, and organize all client files into that folder for safe keeping on a server.

I add:

  • All working files in .Ai format (usually just one large file with all documents)
  • All logo variations in High Res Transparent .PNGs
  • All logo variations in .EPS
  • All files intended for print in .PDF
  • Textures and Patterns in .JPG (also in the main working file as .AI)
  • Branding Style Board in .JPG (also in the main working file as. AI)
  • Moodboard in .JPG

I use Dropbox Plus to transfer the files, because it allows me to transfer unlimited amount of files to any email address. I share the main folder with the client’s email address, from there, I edit the sharing settings so that the client is now the owner, and I can remove myself from the folder at any time.

I encourage the client to keep the files in Dropbox and to also save them to their computer or an external hard drive, so they have a back up.

I also let the client know that I won’t hold onto their files forever, so they need to take full responsibility for keeping them safe.

My aim is to give them everything they need so they don’t need to come back to me and ask for more files. Also so that in the future if they needed someone to design something for them, they could send them the working files without a problem.