Design process

Every project is different, but the way we work is always structured.
We treat branding as a system – not decoration. Our process keeps you clear on where we are, what’s coming next, and how decisions are made.

In many cases, engaging an independent design director provides senior-level strategic leadership without the structural overhead of a full agency.

Step 01
Alignment →

Step 02
Direction →
 

Step 03
Design →
 

Step 04
Delivery →
 

01 — Alignment

Understanding the business context, diagnosing what needs to change, and defining what the identity must achieve.

Key Activities:
Reviewing existing brand materials
Identifying gaps and priorities
Clarifying goals and constraints
Understanding audiences and competitors

Outcome:
A clear brief and direction before design begins.

02 — Direction

Translating strategic insights into a creative direction that guides the entire identity system.

Key Activities:
Defining the brand’s tone and personality
Establishing visual principles and creative logic
Creating reference boards
Setting the structure that the identity will follow

Outcome:
A defined visual direction approved by the client.

03 — Design

Developing the core of the brand system — built to be scalable and consistent across all touchpoints.

 
Key Activities:
Logo system & variations
Typography architecture
Color system
Grid & layout structure
Graphic language & supporting elements
Core branded applications (digital + print)

 Outcome:
A cohesive, future-ready identity system.

04 — Delivery

Preparing the brand for real-world use and ensuring smooth implementation.

Key Activities:
Final production files
Brand manual / guidelines
Implementation support
Light post-launch assistance

 Outcome:
A complete, usable identity ready for rollout.

Traiq Yosef
Design Director  

I collaborate with brands and internal teams to define, structure, and guide brand systems across identity, digital, and communication touchpoints