Watters Studio


6 Step Process

An in-depth look into my creative process

I. Discovery / Research –

In this phase, I like to gather all the information possible from the client with a crafted questionnaire. What are they looking for in terms of design; a full branding package, just a logo, or a website. I'll dive into their company's mission, the vision they have, and the goals they want to achieve. I'll research their target audience, the competition, trends, and future prospects. It's not only important to understand the company's goal in mind, but to also understand their own audience - the ones that will be utilizing this product or service the most so that this critical component can be translated in the resulting designs.

II. Strategy / Brainstorming –

Here is where the ideas are born, the brainstorming takes full effect. It's time to develop a design strategy from all of the information and research gathered. Along with the clients assistance, I'll create a moodboard to help build out the aesthetic and lay the ground work for where the visuals are headed. I'll establish a strong design strategy of well-thoughtout solutions for what's going to elevate a brand further, enabling it to reach and engage with their target audience. Once the client signs off on the creative direction, I'll begin the next phase.

III. Sketch –

Hands on... pencil, paper, whiteboard, or wireframes. Implementing the ideas into visuals takes time and care; it also takes whatever I have brewing in there to get out and in front of the line. I find that experimenting with the new and the old can create breakthroughs into more compelling visuals, rather than systematically sketching. Allowing for the unconventional to work alongside the methodical data collected from the research. Now's the time to forge my creativity and if I end up with something odd, I toss it - but it also means I can end up with something I never thought of before. I'll present these to the client to ensure we're on the same page and heading in the right direction to begin developing these further or make necessary changes before starting to implement them in Illustrator/Photoshop/InDesign.

IV. Concept Development –

Here is where I'll take those rough sketches and ideas and develop the strongest ones further. Establishing a color palette, font selections, and/or patterns will also start to take shape. I like to give the client around 3-5 different concepts they can choose from, walking them through each one and explaining the benefits each concept brings. While I feel it's the utmost importance to adhere to client requests, I still believe it's my job as a designer to be able to articulate the decisions made and can resort back to the design strategy set in place in regards to my findings. During concept development, it's not uncommon for clients to request changes or utilizing various elements from each concept. 

V.  Revisions –

Once the client has approved one of the concepts and requested any changes, I'll go into revisions and refining the chosen concept. Sometimes there can be a few rounds of going back and forth with the client to nail down the final designs, as I want the client to be satisfied and see the benefits in the finalization of the designs.

VI. Final Approval –

After getting the approval on the final designs, I'll package everything up and send it all to the client!