Our Process

1_category_immersion

CATEGORY IMMERSION

Here is where we get to know the space as intimately as possible. Our team will evaluate the response you provide to our design brief questionnaire; this document covers the Who, What, Where and Why of your brand goals. We go into the heart of the market space to define your Brand Story, evaluate in-store and online Competitive Intelligence, along with Strategic Goals.

2_styleboard

STYLEBOARD

Once we’ve defined the core Brand Story and discussed competition and strategy, our team works together to prepare a visual Brand Voice Styleboard (or two), which gives you a glimpse into our vision for the brand’s aesthetic.

3_core_concept

CORE CONCEPT

This is where creative work begins on the brand’s core identity. If there is a naming phase, we begin the process of name ideas at this time. We begin the internal process of designing options for a brand identity: logo, brandmark, brand touchpoints and packaging concepts. In most instances, we will present a visual shelf study preview of packaging alongside competitive product to help demonstrate how well a concept stands out in a real-world environment. Once presented to you, we discuss, evaluate and refine the selected concept(s) as needed before moving into production art.

4_production_art

PRODUCTION ART

Once concepts have been confirmed as final, we work together with you to determine fit-and-finish for brand assets and/or packaging. We will communicate with packaging suppliers as needed to confirm size, print method and other print-related considerations. For other brand assets (like website, branded elements for print, signage, etc.) the process will be similar.

5_preflight_signoff

PREFLIGHT & SIGN-OFF

Once production assets are nearly complete, we submit digital proofs for sign-off approvals. Production art will then be sent to the print vendor(s) and/or ‘taken live’ online (for websites).

Miller