Behind the scenes: what my creative process looks like and why I focus on creating a cohesive brand

Mar 15, 2018


My creative process…Starts with coffee.

Well… on most days my creative process starts with coffee.

But that’s not what you wanted to know… I think you’re probably wondering…

“How do you make sure that the brand you create is aligned to the person you’re creating it for? What is your process?”

Yeah, Danielle asked me the same thing the other day, and I’m super glad she did, because it reminded me that you were probably wondering the same thing!

My creative process is different to what most of my clients expect, and as I go through my creative process, you’ll see why!

Creative Process Cohesive Brand

Drum roll [and without further distractions]…

Here is my process [with some visuals… because I know you want to see what I am talking about!].


Phase 1. It starts with strategy

an example of how strategy becomes visual… from moodboards [to showcase the feeling we are taking the brand], to the stylescape [which is a conceptual example of the direction the brand can go] >>

First up… what I want you to know about my process – is that it’s all aligned to the business you want to create.

You want your brand to help you achieve your vision.

That’s why I kick off with brand strategy.

The point of this process, is to look at the vision, the goal, the purpose you have for this business… so that we can match the right brand attributes to it. You can have a pretty, trendy, good looking brand… that will never help you reach your goal… and leave you worse off than when you started… I don’t want that, and you don’t want that… so we need to get clear and focused up front!

in a nutshell…

Brand strategy is the deep dive we do, to make sure that there is clear focus and that your brand will align to your business strategy and goals.

Phase 2. Brand production + development

Elements that we develop for your brand: Logo, color, alternate / submarks / icons, color palettes, your brand typeface, patterns + textures [if needed], and brand imagery.

Once all the brand attributes are in place, the next phase in my creative process is all centered around fine tuning + building all your brand elements.

Think of the stylescape above – like when an architect creates some conceptual drawings of how you’re going to build your house.

Once you like the concept… the architect starts producing actual drawings [that your builder will use to build].

Same same with brand production.

We take the aspects you enjoyed from the concepts… and we go into production, to create all the pieces of your brand.

in a nutshell…

Brand production + development is the phase in the process where we develop all the bits and pieces [we call them “brand elements”] that make up your brand… the items you will need to set you up for success in the next phase – when you implement your brand!


Phase 3. Brand implementation

Having the elements are one thing… how you bring them to life is where the brand consistency starts coming into play.

The final phase in the branding process, is when you go out there… and start implementing it!

Having all the pieces of your brand is one thing…

but I find that my clients need to see how it comes together [usually it’s a social template like the one below].

But it really helps to show them how the whole creative process comes together in a cohesive look!

Over and above this… the options to implement your brand stretch from print, to web, to packaging your product, to building your social presence, and pieces you would use at physical launches, book covers, and then there is interiors and building signage… oh the ideas!!!

in a nutshell…

Your brand needs to be implemented across all areas of your business.

To create a cohesive + consistent experience for your client, reassures them that you are the expert in your area!

About the Author

Emma is the Chief Coffee Drinker here at FreshSage. With over a decade in branding + another decade in corporate business - she's always balancing the creative with business strategy + goals. She believes everyone has a purpose + calling, and secretly loves helping her clients find theirs. When she's not building brand experiences, she's spending time with her High-school sweetheart + kidlet, tinkering in her veg garden, painting an abstract, and enjoying vino with friends.

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