The design process

Below is a description of what to expect when you work with The Graphic Element.

The Creative Brief

For larger projects, a detailed creative brief is the first step in the design process. It is a short but detailed document that defines the task at hand and establishes the strategy for creative and conceptual direction of the project. It serves as a road map by summarizing the key information in an easy to read format.

Research and brainstorming

Click to enlarge

We spend considerable time researching your potential place in the market, as well as, investigate the competition, trends, what sets you apart, your history, your future, your current brand, and how it relates to the new project we are creating. It is important to provide as much information as possible in the creative brief and/or additional questionnaires, to allow for a comprehensive approach towards research and brainstorming.

Sketching

This phase of the project lets us explore the greatest number of possibilities in terms of layout and design, form and function. Though many of these ideas will not find their way to the final client presentation, it is a necessary and fun step in the design process.

Client presentation / client feedback

Once the sketch phase is complete, the viable options are transferred to the computer where they are cleaned up and put together for a presentation. You will receive initial .pdf or .jpeg representations of your project. If your project involves a logo, your options will be initially sent in black and white so you can concentrate on the message of your logo and not be distracted by color. Other projects like websites and packaging are presented in full color.

Finishing touches / revisions

Following your review, we will either move to the final stage of the project or revise the direction we have presented and re-submit for your approval.

File creation and transfer

Once approved, we create final artwork and send files via email and/or CD if requested. Depending on the scope of your project, we may move on to additional elements such as a corporate identity system or packaging prototype.

Customer service

Our service doesn't end once you've made your final payment. Our clients often keep us up to date with feedback on how their company is doing in the marketplace, to ask for additional design advice, or just to touch base. Several of our clients have been with us for many years and we look forward to continuing to assist them as their companies adjust to the ever changing marketplace.