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To begin, we designed a process to follow for the branding project. We
defined phases, defined steps for each phase, specified activities, deliverables,
and approval points for each phase and step. We assigned time percentages
to each step, so that the process could fit whatever time we were given.
In this case, it was a slim two weeks.
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| Phase/step description |
Persons involved |
Product of step |
Thought process |
| Phase 1 - Concept creation (20-30%) |
| 1.A. Meet to determine general parameters |
Designers, managers, director |
List of existing requirements, goals, target
audience, do's and dont's |
What message is the company trying to communicate? What user experience
are we aiming for? (What do the execs want to see at the end of
this process?)
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| 1.B. Brainstorm to develop as many ideas as possible |
Designers |
Lists/paper sketches of feelings/moods, descriptive words, associative
objects/ideas, etc. |
What should the user's experience be when using this software? |
| 1.C. Group ideas into various concepts |
Designers |
Developed paper sketches, possible early screen
sketches, for 8-12 concepts (may include color/shape/tonal schemes?) |
What ideas can be logically or conceptually
linked into a complete concept? |
| 1.D. Present concepts |
Designers, managers, applicable developers, (director?) |
Choose 3-4 concepts to develop |
Which concepts best fit questions A and B? |
| Phase 2 - Concept Development (60-75%) |
| 2.A. Brainstorm/sketch around each concept |
Designers - each work on all concepts |
Lists/paper sketches of concept variations |
What are different ways the concept can be
communicated? |
| 2.B. Choose variations for each concept, assign tasks |
Designers - each work on separate concepts or different variations
for same concepts |
Tight screen sketches |
How similar/different will our variations be? |
| 2.C. Present variations |
Designers, managers, director |
Choose 3 to present to executives (all decision
makers) |
Which variations best communicates the concept? |
| Phase 3 - Presentation of final concepts (5-10%) |
| 3.A. Refine final concepts, apply look &
feel to realistic scenarios or schematics, all family members. |
Designers |
Virtually live screens |
What parts should we choose to represent the
whole concept? |
| 3.B. Gather presentation materials |
Designers, other presenters |
Slides and/or printouts, verbal descriptions/speech outline |
How can we best present our work? |
| 3.C. Presentation |
Designers/presenters, executives |
Concept approval |
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