A Client-Centric Design Process to Build Strong Brands

By Jamie Skeele, Graphic Designer at Impactual LLC

When beginning a new brand, we like to ask: 

• What are this client's mission and goals? 
• Who is the client’s target audience?
• How does the client want the brand to be perceived?

For each brand creation project, we start with logo exploration. For this step, we design 3-5 unique black and white logos based on the client’s goals, intended audience, and initial preferences. Putting these logos in black and white makes it easier for the client to isolate and identify likes and dislikes.

We then design 2-3 unique brand concepts, each including examples of the brand in practice and a unique color palette. After revisions to ensure the client is happy with the brand concept, the final stage before any brand deliverables are designed is creating the brand guidelines, a document that contains everything you would need to know about that brand; the logo usage, color palette, typography hierarchy, patterns and any other brand imagery. 

For Fuller Doulas - a company that provides pregnancy, labor & delivery, & postpartum support for a mother and their child - we ended up with a logo that uses a unique script paired with a modern style of illustration. The baby’s hand, almost gently resting on the mother's, is representative of the services provided, and favorite floral elements of Rebekah’s were added to make this brand more personal. 

We worked with Rebekah Fuller to create her website, business cards, social posts and letterheads. To see and support Fuller Doulas you can go to www.fullerdoulas.com and follow @fullerdoulas on Instagram. 

And, of course, reach out if we can help you with your design needs!