The Greenwood Design Process: What We Did and How We Got There
One of the questions we’re often asked by potential clients is: “we love what you do and want to work with you. What happens next?” As you can imagine, there’s quite a detailed process when it comes to creating memorable and stand out design for brands.
One of our recent success stories was Greenwood. Here’s what we did.
UK tea sommelier Nicola Greenwood wanted a vibrant look for her exciting new tea service business. We love working with ambitious start-ups, so we relished the opportunity to develop Greenwood, creating everything from the logotype and brand identity to stationery and printed materials.
The graphic design process
1) Conducting research / enquiry
We began by talking to Nicola about her business: We asked her: What’s your story? What are your goals? Who are your competitors? Who is your target audience? Where do you want to be in 3 years’ time? How might design help you get there? By asking the right questions at the start of the process we were able to create a clear vision for the project.
We then collated the key information into a design brief. A design brief clarifies what needs to be done, it keeps the project on track, and it saves time for everyone involved. Read more on What makes the perfect design brief?
We then spent time reviewing the brief and asking follow-up questions before starting more thorough research and brainstorming.
2) Clarifying strategy / strategic workshop
Using all the information collected, we proceeded to a strategic workshop where we considered the bigger picture or context.
We looked at Greenwood’s competitors, market trends, product or service differentiators, the history and future of the business and brand aspirations.
By working closely with Nicola, we were able to pinpoint what makes her business unique and where to position the brand to tell its story. We agreed that ‘Nicola Greenwood the tea sommelier’ is fundamental to the brand, and the things that are important to her are in turn important to the Greenwood brand.
“The brand focus workshops with Amanda were a shed load of fun, but much more, my ideas were laid out, explored, compared and wonderfully packaged. What came from that was more than just design – it solidified my next business steps.” Nicola Greenwood, Founder, Greenwood.
3) Designing identity
Next we harnessed our creativity and explored several identity concepts that met the brief.
We used pen and paper for this part of the process, as it’s much quicker than a mouse and monitor for idea generation. Most of the sketches we made were redundant. But the point is to explore as many directions as possible before narrowing them down to the best ideas.
We then developed these best ideas into a digital format. This involved transferring the options to Adobe Illustrator, Photoshop and finally to InDesign in readiness for the presentation.
When we present our ideas to the client, our identity designs are placed in context. We did this for Nicola too and created digital mock ups of her business cards and menu cards, and showed her how the new identity would work across social platforms.
Nicola considered the designs and then gave us her feedback.
4) Creating touchpoints
Based on this feedback, we evolved her chosen brand identity into a crafted visual language, ensuring our designs worked across all brand touchpoints.
We agreed final details, and then presented the work again for final approval.
5) Delivery of assets
Finally, we implemented the approved identity design and produced final assets for print production and/or digital output. We supplied artwork via email and made it available for download too.
The identity we created for Greenwood is a true reflection of Nicola, and a brand that captures the essence of who she is and what she stands for, now and in the future.
See more on the Greenwood brand identity.
6) After service
Even after the final instalment is paid, we’re always available to answer design-related questions or to offer advice with design application. And we can also help with print buying too.
“I would work with Jackdaw again in a heartbeat. Absolutely fabulous. The results speak for themselves.” Nicola Greenwood, Founder, Greenwood.
If you have any questions about how we work or to discuss a new project, we would love to hear from you. Contact Amanda for a chat on 020 3624 0550.