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The Design Process

Everything you need to know about the design process – explained step by step.

We have been designing brands since 2009. We have implemented over 150 visual identities. During this time, we have optimized and refined our process. Each time it is adjusted to the client’s needs, but the course of work itself has a similar structure, which is as follows:

Stage 1 / Concept


We start our design work with exploratory workshops.

We offer them when you already have a brand communication strategy, positioning and competition analysis prepared (if not, we suggest developing them). During the workshops (usually 4-6 hours live or 2 meetings of approximately 2.5 hours online), we convert the language of brand communication into our needs related to the visual identity project.

Workshops are held with your project team – we care about the presence of decision-makers on the project, as well as representatives of the following departments: marketing, HR, sales and administration, and others involved in the project.

Together, we discuss such issues as brand positioning, its main message (brand message), competitive environment and a list of needs. Depending on the specificity of the brand, we also propose work on a customer journey and talk about the topic of employer branding. We deal with all these aspects from the perspective of visual communication. We also discuss the feasibility study and communication of the branding itself, both within the organization as well as externally.

The result of this work is a creative brief, which is a synthesis of the topics discussed, as well as the communication avenues we propose and conclusions for further work. In short – after this stage we will know what, how and to whom we want to communicate. Only such a list of information allows us to move to the next stage where we present visual solutions, i.e. creative moodboards.


We already know what and how we want to communicate. However, we still have a lot of visual tools that will allow us to achieve this effect. At the moodboard stage, we present directions that we believe will be effective in achieving brand communication consistency.

This is the moment when we get to know the creative and visual expectations of the project in detail.

Stage 2 / Design

Look & Feel (Key Visual)

When designing creative lines, we think holistically from the very beginning.

Therefore, in the project presentation phase, we use examples to show how the solutions we propose can work. Look & Feel is a part of a larger system that can be developed on subsequent brand materials.

Logo and Logobook

The end result of this stage is basic branding.

We prepare a set of files in a color spectrum suitable for use in:

→ digital (.png / .svg)

→ print (.eps / .pdf).

The logobook or abridged logobook function as a condensed instruction on how to use the sign.

Stage 3 / Implementation

Job prints / Office

In accordance with the order, job prints (e.g. business cards, compliments, envelopes) are transferred in ready-to-use files (for print or digital use) and / or in open files – templates (facilitating further work on them).

Files for further use in MS Office are prepared as templates with defined colors, slide templates (in the case of PPT presentations), paragraph styles, header and footer (for Word letterhead).

Templates / Files

You receive all brand materials from us in the form of:

→ open file – template

→ functional description for further editing

→ production recommendations

Social media templates and website guidelines are provided in Figma.

Brand Manual / Training

Our task in the project is to provide you with a set of functional materials for the branding designed by us, on which you will work (whether with an internal team, or with the help of external suppliers) in a consistent, trouble-free, efficient and budgetary way.

All materials are provided on utility templates and in the design documentation.

This documentation includes a description of the structure of materials as well as production recommendations. It also explains design solutions. The list of templates and the brand’s manual allows you to freely navigate the company materials that are designed and allows you to create new ones in the same way.

We also offer additional training in functional files for the graphic team on the client’s side, as well as workshops helping to develop the skills of working with MS Office documents and taking full advantage of the templates prepared by us.

We also offer trainings and lectures for organizations on the branding process (before, during and after the process) and support in implementing materials within the organization.

Stage 4 / Audit

Our work does not end with the delivery of materials and training on their use. The visual identification implemented in the organization is just beginning to function and the tools we have developed are just starting to be used.

Therefore, we propose a post-implementation audit. At a set time after implementation (usually 3 to 6 months), we meet at workshops where you will be able to give us functional feedback on the files that have been prepared by us (it may be that the use / needs have evolved since the first briefing) and we will be able to correct them or propose other solutions.

We, on the other hand, will be able to familiarize ourselves with the materials prepared on the brand’s templates and provide any visual and functional feedback.

Regardless of the post-implementation audit, we also provide brand managerial support – i.e. we can verify the compliance of your materials with the branding assumptions. Such support (a package of support hours) will allow you to slowly implement a manager in your organization into this role.

Above all, however – you can count on us for all topics related to the brand – from the composition of materials to PR communication of new visual identification.


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