The first step in any of my projects is research. In this case, that involved researching the history of the brand and company, the current trends in packaging and advertising, and the demographics of Great Clips. For other projects, this research includes things such as the mission or identity of the brand, the design and goals of other brands in the same field, and the target demographics of the brand.
Usually during the research phase, I've started spinning some ideas around in my mind. Once I'm done, I start coming up with concepts. For Great Clips, the concepts ran everywhere from a professional and high-class brand, to a wild punk-rocker alternative fashion hair styling salon. What I chose, however, was a focus on young families.
Next, I begin on the visual identity. My favorite method is the curation of moodboards- it's an effective way to organize my research and ideas into something concrete.
Next, I begin on the visual identity. My favorite method is the curation of moodboards- it's an effective way to organize my research and ideas into something concrete.
Now I start in on the narrowing down. I like to jump straight to products, making quick sketches of many options and a variety of applications- ads, brochures, products, etc. This way I can narrow in on things that work across the board and hone in on them. Here, it was the bright, peppy colors, expressive type, and the use of illustration.
Finally, iteration. It's important to make different versions so that I can deliver the best work at the end of the day. Once I've done that, I pick my favorites and weigh the pros and cons of each before deciding on the final version to stick with.
