What we do
Work process
Visual identity design involves creating a comprehensive visual image of a brand to consistently communicate its values, personality and mission. The visual identity design process usually includes the following steps:
- 1. Inputs from the client, research and analysis
In order to achieve a complete understanding of the brand, we first put ourselves in the client's shoes. The first step is in-depth research of the brand in order to define its mission, goals, values and target audience. Inputs for understanding are best obtained through a meeting with the client and through the D.Point Desing questionnaire (LINK TO DOWNLOAD). After that, we approach the analysis of the competition, during which we investigate the visual identities of similar brands in order to identify opportunities, but primarily to make a complete distance from everything seen.
- 2. Strategy development
Strategy development is the next essential step in which we set visual identity goals. It is important to determine what is the primary and most important goal of the new design. The goal can be recognition, consistency, attractiveness and the like. In this step, it is of great importance to create an imaginary persona that clearly represents the target audience for which we are creating a design.
- 3. Creating a visual identity
In our third step, we come to the development of the logo design and then the visual identity. We think, try and choose symbols, typography and colors that will represent the new visual identity. When we think about colors, we choose those that reflect the character of the brand, but also appeal to the target group. When it comes to typography, we choose those fonts that match the brand's personality, but we also choose those that ensure legibility.
- 4. Testing and auditing
In this step, the design is presented to the client for feedback. If necessary, the design will be adjusted according to the received feedback until we get the final solution with which the client is completely satisfied, as well as us as the agency.
- 5. Development of stylistic direction
After the created and approved solution, we create a mini book of standards that defines the rules for using colors, typography, spacing, proportions and other elements in order to maintain visual consistency. We give the client an insight into the way of applying the visual identity to different media.
- 6. Design of additional elements
We also design additional elements such as business cards, letterhead, e-mail signatures and all other elements used in brand communication
- 7. Application to different media
We adapt the created visual identity for websites, social networks, e-mail marketing and other parts of the digital world. In addition, we prepare materials for printing such as flyers, posters, packaging, roll-up banners and the likes.
- 8. Delivery to the client
At the end, the client receives a package containing the final versions of the logo in all necessary formats (jpg, png, pdf, ai) and a mini book of standards with instructions for using the logo.
- 9. Monitoring and adaptation
Although the final solution has been created and the visual identity has started to be used, we attach great importance to further monitoring how it is perceived and accepted by the target audience, and if necessary, we adapt it to changes in the brand or the market itself.
However, throughout the above process and steps, cooperation and communication with the client are the key. Only with high-quality, productive and open two-way communication, the visual identity will achieve its purpose - it will convey the desired message and communicate brand values.