1. Design Brief

A design brief is the project proposal that defines the project details including the design concept, creative and technical strategy, budget, deliverables, project assets, and deadline(s).

• Design concept is core idea driving the design. It uses keywords that clue the client in to project specifications like industry information, form, style, tone, and voice. 
• Deliverables are the actual items being requested by the client. What they expect upon the completion of the project.
• Project assets are the components of the project that will belong to the client at the completion of the project.
• Deadlines are the date/time that a project will be completed. A large project might have multiple deadlines.

As you continue through the design process it is important to refer back to the design brief to ensure that the design project is meeting all appropriate guidelines.

Note: If you are developing the Design Brief, this step would come after the first client consultation and Discovery. 

2. Discovery

Discovery is a crucial step in the design process where you research and collect information that will inform the direction of the design. You should take time to:​

• Gather reference material keeping track of all sources.
• Learn about the client's business, industry, and main competitors.
• Dive into the history, brand value, vision, mission and culture of the company. Do they have a style guide the design is rquired to adhere, or are there particular systems or structures they have in place the design must follow?
• Discover the target audience and what might resonate with them.
• Empathize to understand the problem more deeply.
• Produce some thumbnail sketches inspired by your research. Thumbnail sketches are little drawings completed quickly in rapid succession; each one should take between twenty seconds to one minute. ​

​Completing proper research will allow you to more effectively fulfill the design brief. 

3. Analyze & ​BRAINSTORM

Analyze your research and conceptualize possible design solutions that will fill the design brief appropriately. Things to consider:

• What is your concept?
• What are you trying to communicate both visually and in writing? 
• What design elements will visually support your concept?
• Which design style will best showcase the project goal to all involved?
• Who is your target audience? What should they take away after viewing the design?
• How will this project be output? Print or on a screen?
  • Print: What materials will you be using? Talk to a printing bureau early in the project, understand the possibilities, and cost.
  • Digital: What type of screen will it be viewed? Will it be animated? Or require user interaction? Does the product require hosting? If so, how much does that cost?

Produce Preliminaries and Design Drafts

• Start by jotting down all your design ideas through writing and translating ideas into creation of thumbnail sketches. 
• Next determine which are the best concepts to move forward. Complete rough sketches, develop these enough to be able to determine if the direction fulfills the design brief. 
• Start experimenting with color.

4. Develop Design

After completing your the first three steps, it is time to build your concepts by developing the design. 

• Generate comprehensive drawing(s). A comprehensive drawing is a detailed drawing that more completely showcases how the final design will look and feel.

Some design considerations:

• Compose your design using sound design priciples. Always consider the Principles of Design and Elements of Art and how they support the design brief and your concepts.
• Choose appropriate colors and type.
• Technique and craftsmandship matter.
• ​Use the correct tool(s) to solve the design problem.

5. Feedback & Evolve Design

• Seek out feedback at every stage of the design process. Feedback from friends, family, peers, and colleague.
• After developing the design present your project to the client. Listen to their feedback, consider their point-of-view and perspective on the concept and design. ​​
  
• Reflect on and analyze the feedback received and make decisions on how to improve the design.
• Evolve your design by creating variations. 

6. ​Deliver ​DESIGN

• ​Complete and deliver the final design. Be sure to include all appropriate documentation and assets as outlined in the contract/design brief.