- Setting the tone
- Questions before ideas
- Summarize the business
- Summarize the project
- Who decides?
- Give your client time and space
- But maintain the focus
- Research with purpose
- Assembling the design brief
- Tapping into something special
- Nature's poetry
- Field research that makes a difference
- Bringing the details to life
- Giving form to language
This chapter is from the book
This chapter is from the book
This chapter is from the book
Research with purpose
Once you’ve gathered the initial information, take time to carefully review it. Ask yourself:
What are the client’s concerns?
What does the company want to emphasize?
What is it really selling?
How does it want to be perceived in the market? Identities that are stylish and nice to look at might win awards, but they don’t always win market share.
The next step in the discovery phase is doing your own research. Learn as much as you can about the company: its history, its current identity, and how that identity has shaped public perception. Don’t overlook past visual identity efforts, either, as they often reveal useful patterns or pitfalls.
Then, turn your attention to the competition. Study how rival companies present themselves—what visual cues they rely on, which colors and typefaces they use, how their messaging comes across, and what design elements seem to resonate with their audience. Take note of the kinds of campaigns or marketing strategies that are gaining traction. These insights not only inform your thinking but can also shape the mockups and presentation materials you create, helping your client understand how your proposed identity will compete, and stand out, in a crowded marketplace.
