The One Concept Method

When I begin a logo and branding project, a lot happens before I even start designing. A strong brand isn’t created by simply choosing a font and designing a logo, it starts with understanding your business, your goals and the people you want to reach.

Here’s a look at how I approach the logo and brand design process, including why I use the One Concept Method.

Brand Questionnaire

Once we decide to work together, I’ll send you a detailed brand questionnaire designed to help me get to know your business on a deeper level.

We’ll explore everything from your long-term goals and ideal clients to your competitors, current brand strategy and how you want your business to be perceived. This gives me a strong starting point and helps uncover the strategy behind the visual identity we’ll create.

1:1 Consultation

After the questionnaire is filled out, we meet for a 1:1 design consultation to talk through your answers in more detail.

During this conversation, we’ll dig deeper into your business, your goals and your core values. Together, we’ll begin prioritizing what matters most and mapping out a clear direction for your brand.

Brand Foundation Presentation

Using the details from the brand questionnaire and our initial meeting, I’ll work on creating a brand foundation document that outlines the overall style of your brand. It will include a mood board, colors, typography and an overall look and feel for your brand. This step ensures we’re on the same page before any design begins. We will go through the document together to make sure everything is aligned before moving into the design phase.

One Concept

When we are on the same page and the strategy and foundation is aligned, I create one concept that embodies the highest quality design solution for your business.

One concept doesn’t just mean one logo. One concept means I will design multiple logo variations that can be used across various platforms and that work together to create your entire brand.

I will show you how the logos work in context and give you everything you need to imagine your brand going forward. During the presentation, you have an opportunity to provide direct feedback about what you love and what needs adjustment.

Why one concept?

When you hire me, you’re hiring me for my over 15 years of design experience and my creative point of view.

Behind the scenes, I explore different ideas, design solutions and creative directions before determining the strongest path forward. The concept I present isn’t the first idea I had, it’s the result of the strategy, exploration and thoughtful decision making that happens throughout the process.

Instead of dividing my creative energy between three or four different directions, I focus that energy on developing the strongest possible solution for your business.

The result is a more thoughtful, cohesive brand that is rooted in strategy rather than a collection of options for you to choose from.

Refinement

Once I have your feedback I’ll refine the design with up to two rounds of revisions and work on finalizing all of your brand identity files.

Over the years, I’ve continued to refine this process to make it as collaborative, thoughtful and seamless as possible. By the time we reach the design stage, we’ve already done the work to establish a clear direction, allowing the final brand to feel intentional, cohesive and unique.