Gallery

Brand Design Mastery

Syllabus

Course Checklist

Brand Design Project Checklist

Projects & Certification

Mod 1 - Intro & Welcome

Mod 2 - Closing a project

Mod 3 - Brand Strategy

Mod 4 - Creative Direction

Mod 5 - Logo Design

Mod 6 - Identity Design

Mod 7 - Brand Delivery

Mod 8 - Closing Remarks

Misc.

Explore

Mod 4 - Creative Direction

Presenting Visual Direction to Client

Why presenting is important

Presenting is as important as the work

You build trust and relationship - allow you to connect with with you better

Allows you to elaborate and show your thought process - connecting your strategic thinking with your visual decisions.

You have the control over what they see, and to make sure that they have a context to the visuals.

In person: You get the opportunity to gauge the room temperature - getting a live feedback on how your clients are feeling at that exact moment

Presenting to your client is part of the premium experience.

Ways to deliver:

When possible, we recommended to present your work in person.

If it’s not possible, present over a call is also just as good

Be sure to set the expectation such as the timeline and whether you’d like to have the video on/off

The last option would be recording yourself via Loom, however the downside of this is you can’t see the reactions of your client.

PRO TIP: Short and sweet is better, get straight to the point.

The content:

Welcome and give your client an overview

Include business and brand goals, this way your starting the presentation by aligning your client with what you’re about to present

Optional: giving them a context of the industry trends

Then introduce the concept, make sure to name your concepts so your clients would have an anchor point

Mood boards or stylescapes explanation

Written overview

Be sure to set an expectations on the kind of feedback you would need. Always provide them with “Feedback Guideline.’

Next steps

Showing the visuals:

Introduce each concept by name, pull-out the big ideas of the concept then take them to a journey

Talk about your focus

Show the visual and pause, so you’re giving them some time to take it in

Walk them through the journey

Tie everything back to the big idea

Feedback:

Never assume your client knows how to give you a proper feedback

Try asking for feedback in person as well as through an optional form

Be specific and offer examples - “here’s a couple of thing I’ll need to hear from you?”

Do you feel we’ve captured the heart of the brand?

With goal of X in mind, are we on the right track with X,Y, Z?

Will your ideal client feel a connection to this style?

Does X, Y or Z resonate with your expectations?

The whole point of this feedback is to have an alignment

Tips for handling “negative” feedback:

Don’t react emotionally to feedback

Interrogate the feedback for clarity kindly by asking “why” - try to understand where they’re coming from

Every bit of feedback is useful

If something is off, use your goals as an anchor

Remember this process is a collaborative process

DEMO:

Brand’s goal: Would like to re-brand his studio and stand out in his architecture industry

Rachel have included:

The purpose of this step - why we’re doing what we’re doing

About the brand - values, and brand goals

Our goal - what are we trying to achieve with this client

Presenting concepts:

Named concepts

Make sure that your concepts is unique but try to still linked to the industry trend - so that it’s not completely out of place

Explore the different directions that you may think is applicable to the brand goals

Be sure to include the elements: fonts, shapes, textures, colours, etc.

Compare them next to each other and let your client see the differences

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