Process

My design process includes seven phases; Review; Research; Sourcing; Design; Feedback; Refine and Testing. Within these phases I work on a multitude of concepts and variations based on best practices, collaboration and refinement of visual design incorporating modern aesthetics, available data and the intended marketing message.

Though this may look like a linear process, the Process behind each of my projects is iterative, which means that certain phases may repeat as I refine each project I work on. For instance, depending on the feedback I receive during the first submission may require additional research, brainstorming and sometimes developing new designs or prototypes. Additionally, some projects are small and straight forward enough to skip certain phases.

With every request submitted, I start out by reviewing the ticket/request from the assigned ticket, including any information such as the creative brief and any other details. If there is any missing information, I immediately reach out to the stakeholder for clarification and scheduling any a kick-off meeting where more details/expectations can be presented and soft and hard due-dates are set.

After reviewing the creative brief and gaining all of the needed information, I start out by researching the best use case solution for the particular project. Sometimes it's determining some of the things that worked and didn't work from the previous design, including scheduling a kick-off meeting to align expectations and go over any available data. This may include such tools as HotJar and Google Analytics or other available information. As a final approach in this phase may include ideating some concepts and creating preliminary sketches that will fit both the brand and execute the project in a creative way, some out of the box thinking happens in this phase for me personally and those ideas are noted for possible end production.

Once the idea has been solidified on paper, I start sourcing key visuals that will be needed to create the requested asset. This can include sourcing stock photography, color correcting and editing images, silhouetting selected stock or creating various illustrations and any other supporting visual element to set a mood board. In addition, in this phase I determine the layout dimension and grid, followed by creating various paragraph and character styles.

After establishing the overall look and feel and elements, I start designing the final project. This usually includes creating various versions/iterations for final selection. In some cases the extra versions serve as A/B tests.

Working with the Creative Director or Chief Design Officer, I submit the design for feedback. Once that feedback has been received, I incorporate it into the final project and, on certain projects, I create a presentation to showcase my design ideas and rational, this usually helps explain some of my creative ideas within the project and improves communication with the requestor/stakeholder. In cases where the project may not require a presentation or a lot of approval and is more straightforward, I attach the project/creative within the request ticket or send via email.

Sometimes the scope of the project may change and may result in last minute changes, if this phase comes, I typically work with the stakeholder to re-align any copy or imagery with the intended marketing message - sometimes setting new due dates, if needed.