New Signature’s Design Process
New Signature’s design process is based on a collaborative method whereby design teams have a closer communication in conceptualizing ideas for each project. Following this design process creates more insightful, better quality deliverables while also maintaining consistency in the quality of our work. This process also creates efficiency among teams and projects, even towards the development of responsive websites.
THE DESIGN PROCESS CONSTITUTES THE FOLLOWING:
- A Creative Brief
- Style Tiles and Mood Boards
- Visual Designs
THE CREATIVE BRIEF
Perhaps the most important part of any creative process is establishing a Creative Brief. The Creative Brief serves as a road map for designers to capture the unique goals of their clients in a way that will steer them in the best direction during the creation phase. Most often than not, designers will be swept away creating beautiful designs that are not targeted to the client’s goals for a lack of misunderstanding or misinterpretation among team members. The Creative Brief helps iron these gaps where valuable information may fall through the cracks and possibly create ambiguity. By the same token, it is also crucial that the right questions, pertinent to the project, are asked. These sample questions serve as a starting point to create an open dialogue between the client and the designer, and will open the door to discovery as well as inspiration.
What is the project description?
What is the background overview?
What is the objective of the designer?
Who is the target audience (demographics, psychographics)?
What is the organization’s elevator speech?
Messaging: What is the single most important benefit, promise, and/or offer?
Supporting Rational: What facts support this benefit, promise, and/or offer?
What are some of the challenges the organization/brand faces today?
What are 3 keywords that best describe your organization?
What tone and feel should the design convey?
Are there any offline marketing efforts underway that may impact/restrict how we visually represent the organization’s logo?
What are some mandatory requirements in the design?
Are there any existing brand guidelines that the design should follow?
Is there any client photography that can be used for this project?
Who are we competing against?
STYLE TILES AND MOOD BOARDS
Upon completion of the Creative Brief, style tiles or mood boards are presented to the client. Style tiles are rough concepts, most commonly created in Photoshop or other illustration software, that allows clients to get a better “feel” of the direction of the design. Usual components of a style tile or mood board include, but are not limited to, typography, swatch color pallet, photography and illustrations, and CSS styles (where applicable). Styles tiles are not commonly used for logo designs or video storyboards, however.
During the development of the mood boards, designers will have the ability to collaborate by brainstorming ideas and discussing optional alternatives. As style tiles are not the final designs for production, the time involved in creating them should be less than half of that proposed in the final cost estimate for the design. Style tiles are a great way for the client to get a quick feel of a design direction, without having the designer overspend budgeted hours on the actual execution. Upon approval of the mood boards, the designer will create the final layout which will be used in production.
The execution of a style tile must be presented with a supported rationale for each concept, either verbally or in writing. Static images without a meaningful story almost never have a chance of making it to the next round. A brief description of “WHY” and “HOW” the idea was born makes it easier for a design to be approved! Take my word for it!
THE VISUAL DESIGN
Upon approval of a style tile or mood board from the client, final designs will be executed as part of the deliverables. Pertaining to a website design, if there are any wireframes that need to be followed for content purposes, the final design will take into consideration the wireframe structure as needed. However, the look and feel will follow that of the mood board.
New Signature has achieved some of the highest recognitions over the past years in web and interactive design. This process enables us to produce even greater results by tightening the communication channels during the brainstorming phase between designers and project managers alike. Start working with a creative winning team today!