Process Development
I’m skilled at process development and improvement. Below you’ll find an example of my process development for Logo Design within the context of working with Small Businesses at Logical Position.
The Problem
When I inherited the creative team, there was no process for logo projects. Every time a logo project came through, every designer on the team would participate in their own way. This wasn’t efficient and although client’s were overwhelmed with the number of choices, they weren’t always bought into any of them.
My Approach
I strategically tailored this logo process for our target audience: small businesses. For small businesses, logo design is a large investment. As such, I discovered that small business owners are highly invested in the process and the outcome.
For this reason, I decided to create a process that integrated the client in the front end of the process more intentionally so that they were bought in from the beginning.
Getting started
Clients fill out a questionnaire
The Art Director uses the information to understand the brand positioning and strategy and then does more research from there
Clients fill out a shared Pinterest board with visual examples
Using this as a jumping off point, the Art Director creates an additional board with a ‘yes and’ mentality echoing what the client has shown us and adding examples that help define the creative direction
Discovery Video Call with the client
In a video call with the client we discuss their brand strategy, talk through all of the examples in both Pinterest Boards, clarify our interpretation of the visual patterns we see there, and determine a creative direction for four concepts
The Solution
I defined an efficient, repeatable process.
Here’s a summary:
Development
Sketches
Sketches are the cheapest and most efficient way to iterate through ideas quickly, volume and diversity are represented at this stage of the process.
Digitize
The sketches with potential are identified and quickly realized in rough vector forms. The process of digitizing sketches often provides clarity on which ideas will translate best to this format.
Refine
The most effective vector designs are rigorously refined. Iterations at this stage of the process get into the nuances of logo form and function, making subtle but important changes until we feel that we’ve refined each mark as much as possible.
Deliver
Concept presentation
Four complete concepts are presented for the client’s consideration.
The client choses their preferred concept
Final delivery
The chosen concept is exported as a full suite of logo deliverables including a variety of orientations and file types. A simple brand style guide is also delivered which provides the font, color codes, and an explanation of file types.
Results
Efficiency Gained
I reduced the amount of personnel needed to complete a logo project by 75%. I also decreased the number of hours spent on each logo project by an average of 85%.
Consistent Quality
With a defined and repeatable creative process, we were able to deliver high-quality logo concepts consistently.
