The 6-Step Creative Process

  1. Project Initiation To get the job started.
  2. Information Gathering To get all the materials and information needed to start the project.
  3. Presentation of Concepts To submit the first concept of the project to the client.
  4. RevisionsTo get the project to a satisfied state for the client.
  5. Production of Deliverables To get the approved project prepared for final delivery.
  6. Delivery To get the final project files to the production company, or the client.

Branding Process

1. Project Initiation

Objective: To get the job started.

  • On nearly all branding projects, talking directly with our clients about the project is necessary to gauge the course of graphic direction.

2. Information Gathering

Objective: To get all the materials and information needed to start the project.

  • Branding Questionnaire- For more intensive branding projects, Old Hat will walk you through a questionnaire. This will help the designer understand the overall graphic needs and define the parameters of the branding project.
  • Here are some important questions we’ll seek to answer in this step:
    • What are the graphic applications for the new logo
    • What is the timeline for deliverables?
    • What is the priority/hierarchy of the deliverables needed (consider production time)?
    • Who will be our primary contact throughout the process?
    • Will focus groups come into play and when?
    • Will Old Hat need to make a trip to campus to help us better understand campus life and culture?
    • Will Old Hat assist in the rollout of the new logo and what will be needed for the rollout (video, web, apparel, etc.)?
    • Are there existing style guides, old logos/marks or other historical elements that should be considered?
  • Creative brief- this should cover the history, tradition, imagery, color logic for the current brand.

3. Presentation of Concepts

Objective: To submit the first concept of the project to the client.

  • This step will generally be the presentation of our rough sketches based on the information received in the information gathering step.
  • Old Hat will explain the logo concepts and show how the concepts address the needs established by the client.
  • Inspiration boards including photos, imagery, font styles, current trends, historical aspects and other information may be used to show you our designer’s thought process when creating the sketches.

4. Revisions

Objective: To get the project to a satisfied state for the client.

  • For branding projects, this step may be revisited multiple times.
  • Upon feedback on the initial sketches, Old Hat will provide variations as needed, or other options if you are not satisfied with the direction of any sketches.
  • Once a sketch or sketches have been approved to move forward, Old Hat will digitize the sketch(es).
  • Old Hat will continue refining the digitized versions until a final logo has been approved.

5. Production of Deliverables

Objective: To get the approved project prepared for final delivery.

  • The amount of work during this step will be dependent on the scope of the branding project.
  • Old Hat will provide eps, jpg and other file types as needed, along with a style guide for larger branding projects.
  • Files for various applications will be provided as needed.

6. Delivery

Objective: To get the final project files to the production company, or the client.

  • Provide disc with style guide, all file types.
  • Dependent on client preference for deliverables.