Our Visual Identity Design Process

Welcome back to the blog! This week we hear from the Creative Director at iGen Creative, Dylan Harrocks, our visual identity developer. Dylan has outlined the unique, user-centric process he leverages when curating the ideal brand visual for our clients!

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When developing brands Dylan not only brings his expertise to the table, but broadens his outlook and approaches the brand from not one, not two, but three different standpoints. Dylan has an essential step in the process to identify your ideal customer, once recognised he creates visuals that will especially appeal to that audience.

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Combining the ideal customer's needs, his own professional opinion and advice, along with your visions the visual identity is created from triple the normal perspectives.  

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With this brief overview of who he involves in the process, let's dig deeper and find out first hand his exact steps in piecing every minute detail together! This is exactly how Dylan builds a successful visual identity.

Discovery

Overview

The process begins with a 1-1 discovery phase (either in person or virtually!) where we uncover deep insights about your customer base, as well as project-specific goals and benchmarks. Typically, discovery sessions last about 2-3 hours.

User Profiles

Let’s get to know each other. Here we define your primary and secondary customers, surfacing their jobs, challenges, and pain points. These are your ideal clients.

Business Goals

Your side of the story. Our job is to craft platforms that align your goals with your customer needs. This is where we dig into the objectives for your platform!

Brand Story

This where we define the brand through key attributes including voice & tone, look & feel, value proposition, customers, and cultural trends.

Stylescapes

A visual encapsulation of your brand's voice/tone and look/feel filtered through Stylescapes. This essential step will help us set the broad compass direction for the visual identity, and allow you to collaborate with our process at a very early stage.

Identity Design

Logo

We typically design 3 initial concepts for you to choose from along with sample mockups of contextual applications.

Visual Elements

Once a logo has been chosen we can start to build up the remaining visual components of your brand, such as color palette, primary and secondary typeface, visual identity systems, etc.

Brand Style Guide

A document containing guidelines for primary and secondary font specifications, color palette, usage, patterns/textures, clear space, style rules, common errors.

Collateral

We roll out the design on all necessary collateral, for example, business cards, packaging, wayfinding, brochures, etc. Once a logo has been chosen we can start to build up the remaining visual components of your brand, such as color palette, primary and secondary typeface, visual identity systems, etc.

That completes the process Dylan undergoes with clients of iGen Creative, to formulate a bullet-proof visual identity! He takes great pride in ensuring the client has regular input in the process whilst maintaining a visual identity that a user will be drawn to.

If you want to experience this process for yourself, then click here to get in touch and one of the team will get back to you.

Have an amazing week,

Sarah

Content Manager

iGen Creative