1. IDENTIFY

The goal is to define the vision for the client and the brand. Sometimes it also helps to find out why a client has approached me to work on this project.

I often interview the client and the stakeholders with a set of questions designed for their project.

These questions help me to find out the following:

• What is the pain point for the client
• Why is the client looking for me to design or redesign their brand?
• What is the project scope, time, location?
• Who are the audience and stakeholders for this project?

2. SYTHESIZE

To make sure I have a solid understanding of the brand challenge with the information I gathered, I generally create these items:

• A design brief that includes the problem, solution, support information around this project.
• A list of design criteria: a list of descriptive words that reflect the principles I will follow in designing this project.
• Supporting graphics and textures
• A visual representation of the brand personality.

3. ART DIRECTIONS

Art direction is where I prototype a brand visual direction. This makes sure my vision for the brand matches my client, team, and the brand. To present an art direction, I generally create a mood board, including:

• Typography style
• Color systems
• Supporting graphics and textures
• Photography collectively shows the lifestyle and sometimes a feeling the brand may have. Some photos show an interior design, product design, objects, or animations that may fit the brand.

4. DESIGN DIRECTIONS

Design direction is where I actually start to design multiple directions of brand systems.

Depending on the brand’s nature, I may also include simple mockups of collateral items to test how this brand system may work in different scenarios. This may include:

• Logomark, logotype
• Color systems
• Typography system
• Secondary graphics or illustrations
• Website homepage mockup in desktop and mobile view
• Print items design such as business card, postcard, letterhead

5.REFINE

After receiving feedback, I will refine the chosen design direction(s) to help the client and my team confirm the brand details.

Sometimes this step includes refining the logo mark to be able to display in all sizes. Sometimes I may refine the color systems.

Once refining the chosen direction is finished. I should have a well-crafted set of tools for this brand that I can use to create collateral items for the company.

6. EXPANDs

The type of items depends I may expand on after the branding process depends on the nature of the brand. They may include the following:

• Print items, including designing business cards, letterhead, postcards, and bookmarks, etc.
• Email Signature
• Email template
• Responsive Website
• Mobile App UX and UI Design

Some of these items are so complex that they become their own project with its own process!

Wearable Media

Co-founder and CEO, New York, US, 2016-Present.

Launched our music lifestyle product line. Managed, designed, and prototyped consultancy and internal projects.

Parsons School of Design

Lecturer, New York, US, 2017 - Present

Developed class curriculum, taught design and interactive courses in MFA Design & Technology as well as BFA Integrated Design.

Loomia

Freelance Creative Technologist, New York, US, 2015 - 2016

Launched and executed consultant and internal technology projects at the Crated (renamed as Loomia) for UX design, visual design, and rapid prototyping in fashion technology projects.

ABC Design Lab

Freelance Art Director, New York, US, 2015 - 2016

Created art and design directions for branding and collateral projects. Prototyped and designed interaction projects.

Red Antler

Senior Designer, New York, US, 2010 - 2013

Directed designers in creating branding concepts and brainstorming initiatives. Designed brand systems as well as UX design in wireframe, prototyping, user flow in web sites, and mobile apps.

Pentagram

Graphic Design Intern, Baltimore, US, 2010

Helped award-winning designer, Abbott Miller on projects such as signage, publishing, and packaging design.