Research is the most important part of my branding process, as I need to know what the local competition is and what is out there. Better yet, every designer can also use some inspiration to get us in the right direction.

Brain Maps are a great place to start. Before I explore ideas and concepts, writing down key words or thoughts related to the topic can give me a variety of perspectives on the brand.

I always make a mood board to map out the aesthetic I am looking for. From logos, colours, fonts, or any graphics that will inspire me. In this case, I am looking to create a brand that is more holistic, yet modern at the same time.

This is where the journey begins. I get all of those ideas out, the good, the bad and the ugly. Taking pen to paper helps me clarify what is going to work and what isn’t. Then I can choose which concepts are worth moving forward with!

This is where I choose the strongest thumbnails. I refine 3-4 ideas and create different variations of those concepts. I analyze the logo and address the smaller details, to make sure everything is smooth and seamless.

Now that I have refined my logo options, I am able to take those rough designs and select fonts as well as clean it up in Illustrator. In this stage I always keep the logo in black and white until a final version is approved. Once I have my best options completed I send it to the client.

Now I proceed with any client revisions and make sure they are happy with their logo in its simplest form. Once approved, I can add colour, texture, patterns and apply it to other branding elements. Once finalized, all of the elements will be outlined in a branding guideline document to ensure brand consistency for any designers that may need it in future.