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alexmmakes · 6 months

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Kingswood Arts Signage Design

Read about the design project by Alex Makes for Kingswood Arts here, or follow the link to view the project page: ☞ Signage Design for Kingswood Arts

Not far from the hidden away Sydenham Hill Station, on the Kingswood Estate in Dulwich, lies a historical gem that I fell in love with at first sight. Given the nickname ‘the Castle’ by locals, the crenellated parapets of the Kingswood House mansion feel whimsical and unexpected amongst the blocks of the council estate that surround it.

Kingswood House is a Victorian Grade II listed building with a colourful history, having changed hands many times over the years including ownership by the inventor of Bovril, and the local council. Then after a long lockdown period it went into private ownership once again and began its transformation into the non-profit community hub known as Kingswood Arts.

Briefing

I was able to contribute to Kingswood Arts’ transformation process by providing feedback during a consultation of local creatives, and offering my creative services.

I had attended a historical tour of the building and walked around the grounds to get a feel of the atmosphere, an understanding of the site's history, and what Kingswood Arts hope to achieve in the area going forward. I would get more information about this through the design briefing process during which my client provided detailed specifications about their goals with the project and supplied relevant brand assets for me to work with.

For this project, we would focus on the design of navigational and informational signage to be posted on the grounds of Kingswood House and at one of the entrances to Kingswood Estate. I prepared a proposal document for the client, to confirm our shared vision of what should be achieved and then began the design process.

Drafting

As is usual in my design process, I first brainstorm ideas and then iteratively develop the designs before selecting a few to present. The first concepts were presented with explanations for my design choices, and how each might meet the design brief in different ways. With feedback from the client on which concept they feel would most likely meet the goals of the project, I focused on utilising the most relevant design features when designing the next drafts.

Printing

We wanted the signs to be durable and long-lasting, needing to survive the English weather for as long as possible, while providing good visibility for navigation to Kingswood House. Working with local printers that could provide a relatively eco-friendly solution at a reasonable price would be ideal, so I researched some options and provided quotes for approval to the client. I could then use the appropriate print specifications to prepare the print files.

I visited Kingswood Arts again to check the locations of the signs and how they would be affixed before we ordered the prints. In this case, I recommended aluminium composite and PVC-free vinyl for use with the existing posts that would still be in quite good condition when repaired and cleaned up.

Reviewing

This project resulted in high quality print signage that was highly visible, easy to understand, and met the brief of presenting the brand clearly. We wanted the design to be accessible to a wide range of people, appeal to local community and paying service-users, keeping in mind heritage of the location, creative services and community focus. We met that goal, and I was pleased to receive positive feedback from Kingswood Arts regarding the creative process and outcomes.

The sign that Alex created was perfect for what we needed. Excellent communication and high quality end product. Very good customer service. Would 100% use them again!

- Jack Hartshorn, Kingswood Arts CIC

#alexmakes #design process #design brief #graphic design #signage #navigation #kingswood arts #community

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alexmmakes · 1 year

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New 120gsm refills are coming! All @novellovesnotes products are made in small batches to avoid waste, and allow continuous improvement to the product where possible. This iteration of Blanks refills is slightly thicker off-white paper that is of course 100% recycled but still suitable for use with a wide range of writing tools. #recycled #paper #sustainable #stationery #vegan #veganuk #ecofriendly #discbound #notebook #madeinengland #stationerylove #stationeryaddict #sustainableliving #veganstationery #eco #novelnotes #sustainablestationery https://www.instagram.com/p/Co5CIW-MwGv/?igshid=NGJjMDIxMWI=

#recycled #paper #sustainable #stationery #vegan #veganuk #ecofriendly #discbound #notebook #madeinengland #stationerylove #stationeryaddict #sustainableliving #veganstationery #eco #novelnotes #sustainablestationery

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alexmmakes · 1 year

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Your search for fountain pen friendly 100% recycled paper is over!

The goal with my small stationery business, Novel Notes, has always been to offer the most ethical stationery possible with the available means. This, and to make something functional, beautiful, and accessible. Some compromises had to be made along the way but as the business grows, I am able to make improvements in the quality of materials. I didn’t imagine, however, that I could be able to offer my customers something that might be considered a holy grail (in some very specific circles)… Read the new blog post to find out how I made this discovery, with the help of one of my customers, and be amazed at the wonder that is a 100% recycled paper product that happens to be suitable for fountain pens!

#Novel Notes #small business

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alexmmakes · 2 years

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Is a Brand Package best for your business?

Are you a business owner just starting up and needing to make a big impact with your product or service? Or perhaps you're a marketing manager looking to refresh your organisation's image? Even if you're a self-employed service provider, influencer or creative professionals, you can benefit greatly from branding yourself and your business. A well-strategised, attractive, and engaging brand will help you to reach your desired audience, potentially helping to spread your message and earning you more money.

Read on to find out how you can benefit from branding (or rebranding), and how you might be able to save time and money with a brand package.

What is branding?

Branding is the process of shaping perception of an entity, such as an individual or a business, through messaging. The branded entity is given meaning and becomes closely linked with chosen characteristics that appeal to a specific audience. Aesthetics and styling are used to capture the attention of a target audience, and appeal to their wants and needs. Branded communication at every touchpoint that the audience interacts with creates strategic associations and informs them of what they can expect from your brand. For this to happen, branding needs to be conveyed through consistent and well-thought-out visual, linguistic and tonal communication.

In short, you can reach your audience if your brand is carefully considered and well executed. Good branding tells your brand's story clearly and concisely, without any confusion. It communicates your values, beliefs, and purpose. It builds connection through emotion, shared meanings and passions, and connects like-minded people to your brand. And of course, as with all popular brands, your brand will gain credibility, trust, and recognition among the people who matter the most.

Not only will customers be attracted to a brand that they can connect with, but other stakeholders such as staff are more invested and trusting if they can relate to your brand. Branding can create direction for your business by narrowing down and clarifying its focus, and makes it easy for those who believe in your brand to engage with it.

Think about all the big brands existing today and the effects they have had on the consciousness of previous generations, and will have for generations to come. Having great branding makes sense if you want to have a successful business with longevity. It is understandable that sometimes the cost in time and money can seem like a barrier. It may be helpful to think about what the value of good branding would be to you and your business. How much do you expect to earn from your business when your brand is established? How much is a powerful and engaging brand worth to you? Can you afford not to invest in your branding right now?

How is branding priced?

When you need design work done, you may be faced with the option to decide between working with a freelance graphic designer or a design studio. The experience is likely to be very different, as is the pricing and design process. Design studios can offer a wide range of services if they are employing a wide range of people. You won't necessarily know who is working on your designs, and what their level of skill is. With a freelance designer, you are more likely to know what you are getting, as the person you are briefing is probably the same person who will be doing the work from start to finish. You are able to build a relationship with the designer as they get an in-depth understanding of your business and can communicate their process with you directly. There's also greater flexibility and a potentially customised service, as a freelance designer sets their own schedule.

One huge difference is the price. Working directly with an experienced freelance designer is often many times more affordable than the services of an established design studio. A large organisation with £10,000+ budget and complex needs will probably benefit from working with a design studio that can offer more detailed market research and a range of services beyond graphic design. Those with smaller budgets can still get excellent outcomes and return on their investment by working with a professional freelance designer on their branding.

Be aware that you do get what you pay for. Inexperienced designers may charge anything between £0 and a few hundred, and that may be fine for you if you don't mind your business being an experiment or a way for a beginner to gain experience. There are of course some great designers offering competitive prices, especially on speculative freelancing websites and marketplaces like Fiverr. Many of these designers are based in countries where that money can go a long way, but you may find that seeking services abroad comes with its own challenges.

You can expect to pay £1000+ for a more experienced designer to work on your branding, but this will depend on the complexity of the project and how that person chooses to charge. Good quality work takes time, and freelance workers have to charge enough to keep the lights on, so you might find that striking up a deal for regular work with a designer that you trust could work out better for the both of you in the long run.

As a self-employed designer, I set my rates based on how long the project might take and how complex it is. I've been working professionally as a designer in London (UK) for over 10 years, helping clients develop their brands and a wide variety of other types of graphic design work. Every business is different and has different needs, so I like to ask a lot of questions before getting started and my creative process allows me to work closely with the client to create outcomes they can be excited about. As you will see from the info on my Products page, sometimes a simple package deal works better for a project than a more detailed proposal. For brand design projects, this is where Brand Packages come in.

What is a Brand Package?

Unlike a custom design proposal which is created especially for your unique brief, a brand package is a more universally applicable package deal that simplifies pricing for less complex projects. The price of a brand package will usually cover the cost of digital and print assets such as logo, fonts, and colour choices to get your brand started. It also includes the estimated cost of labour, time, and skill taken to create and compile the assets. The benefit of going for a package deal is that it is sometimes a simpler option than an approval process for a complicated brief might be. It would be best suited for straight-forward briefs that have a set budget. If you have a more hands-off approach to creative projects, the idea of a brand package might appeal to you.

Unfortunately, a lot of design projects are not suited to being served in a neat package. Design projects, by their nature, often require a designer to offer unique solutions with unique ways of getting to those solutions. Many changes can happen along the way, and prices need to take that into consideration too. This is why many creatives will not provide up front quotes, and will need to know more about your project before providing a price estimate. Although it might seem like it would be a headache to go through the design process, an experienced designer will know how to make that process as easy for you as possible. For example, when I work with clients on design projects, I am able to help them write a brief if it's not something they are familiar with. I communicate regularly to update the client on progress and to get their feedback. I am organised, and my clients can rest assured that the project is under control.

Although a custom proposal may be best for most design projects, you are welcome to browse the packages I have available on my Products page to see if any of them might suit you. The Full Brand Package is perfect for those in need of an entirely new brand with branded stationery included. If you would rather not invest in stationery just yet, the Brand From Scratch package includes the essentials to get you started – a unique logo, custom colour palette and font selection for your brand. You can always come back for a Stationery Set at a later date. If you have established most of your branding already, an awesome logo design to match will be the cherry on the top of your deliciously-designed cake. A Standard Logo would be the ideal package for you, unless you prefer to give more creative control to the designer and get a logo made quicker with the Speedy Logo package.

My design process for all brand packages is thorough and carefully considered, including research into your target market and competition. My goal is to understand and help to maximise your brand's position in the market, through all elements of visual communications. You will be presented with reasons for each design decision, making it easy for you to follow and participate in the process of creating your brand. All artwork will be provided in appropriate industry-standard formats for the intended application, and a free style guide is included with all brand designs to help you maintain consistent branding.

Consistency is key to developing a recognisable and trusted brand. If you need help with applying or maintaining your brand, get in touch to book a Design Day or two. It may also be useful to arrange a follow-up 6 or 12 months after the initial implementation, to see how your audience has responded, if your marketing message has changed, and if anything needs tweaking in the designs. Sometimes the needs of our business change, or we simply want to grow in a new direction. Strategic design based on market research is the way to ensure that your branding and marketing is helping you work towards your business goals rather than wasting your resources. The Brand Booster package is a way for established brands to make strategic changes without completely overhauling the brand. It includes research into the market, reconceptualisation and reinvigoration of brand elements, and of course, the appropriate artwork formats and a style guide for brand maintenance.

Message me now to arrange a free consultation to discuss your business goals and design needs. Whether you choose one of my brand packages or request a custom proposal, you can be sure that I will provide a professional and personalised service that takes into consideration the purpose and goals of your one-of-a-kind business.

#graphic design #brand identity #logo design #brand packages

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alexmmakes · 2 years

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Squiggles on paper → squiggles on pot #drawing #diy #diyhomedecor #diycrafts #diydecor #diyideas #shapes #abstractart #abstractpainting #abstract #art #painting #posca #poscapens #poscaart #poscamarkers #paintpens #molotow #plants #aloevera #plantpot #plantpotsofinstagram https://www.instagram.com/p/CfWNWI_ozN3/?igshid=NGJjMDIxMWI=

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alexmmakes · 2 years

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Sometimes it can feel intimidating working with someone new on a #creative #project. I want to make the #graphicdesign #process as straight-forward as possible, so I've written a #blog post outlining how I usually do my #design #work. https://www.alexmakes.co/blog/the-design-process I hope it is helpful as a starting point for people wondering where to begin, whether you are looking to work with a #graphicdesigner or if you are a #designer trying to set up your own creative process! Feel free to reach out if you are interested in #learning more, or want to have a chat about how the process can be adapted to your own #projects.

#design #graphic design #graphics #GraphicDesign #designprocess #design process #design processes #blog #blogging #freelance #freelance designer #freelance design #professional #collaboration #creative collaboration

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alexmmakes · 2 years

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The Design Process

Graphic designers have different ways of working, and their clients are all different too. As a designer who loves to help people achieve their goals, it is important to me to learn about the businesses and individuals that come to me for my creative services. Usually, there is a problem that needs to be solved creatively, perhaps a business goal that isn't being met at the moment or a target audience that they are struggling to reach effectively. The start of the design process is about getting to the root of the problem, before figuring out how to solve it. Sometimes the solution is clear and the process is quick, sometimes it can take more research and communication to get there.

Being naturally introverted, I know that it might feel intimidating to work with someone new, and creative projects might seem overwhelming for those not familiar with the process. Without proper structure and limitations to creative projects, there are potentially limitless outcomes but 'limitless' might not reflect how much time and money you want to spend on a project! I create boundaries for design projects and the creative outcomes based on information you provide so that you can efficiently get results that work without going over budget or missing deadlines. I also provide the option for an introvert-friendly service, if you prefer to do most of your communication asynchronously rather than in face-to-face meetings. Video calls or phone calls can also be easily arranged, and are a good way to discuss options if you have a complicated project brief.

Design Brief

Before starting, it is useful if you have a design brief prepared. You can contact me to get a link to a Design Brief Form. The form I will send you is a simple and convenient way to provide your information online and attach any relevant assets, but I am also happy to arrange a call to go through the form together if that would be easier for you.

After completing the form, you will have access to it in your personal client portal. This is where all forms and documents for our projects are stored. You will be able to refer to the portal any time to see information on our past and current projects.

If you would rather prepare your own design brief document, check out my blog post on how to write an effective design brief. You can attach your brief to the Design Brief Form, or send it in an email.

Proposal

When I have all the relevant information for the project, I take time to analyse all the information and assets provided. This is where I try to identify what the 'problem' is that needs to be solved creatively, and how I can best help you with this. The Proposal presentation shows potential solutions, as well as a cost and time estimate, and a contract of terms for working together.

The proposed timeline is based on the deadlines given, and realistic estimates for:

Research and idea generation

Creative design work and development

Potential revisions

Finalisation of the artwork and presentation in the appropriate formats

Communication time between client and designer

Assessment and approvals at each stage of design

If you are happy with the proposal, you will usually have to pay a deposit for work to begin. Before signing the agreement and paying the deposit, please make sure that you agree with the terms, the goals of the project and expected deliverables outlined in the proposal.

Research & Concept Design

Next, the real fun stuff begins!

I will do the relevant research into your niche, market, and target audience. It is useful for me to get a better understanding of what your competitors are doing, discover relevant trends and related content, how your business can differentiate etc. I will then be able to create concepts based on the design brief that are appropriate for the purpose, but stand out against the competition and do not infringe on any copyrights.

Concepts may begin life as brainstorms, sketches and notes, later being developed with digital design software or other artworking tools depending on the required outcome. A few concepts that I think would be most suitable for your specific goals will be selected and presented to you.

Your feedback is helpful at this stage to assess whether the suggested concepts are appropriate for your market and audience. You will need to provide approval for the main concept. This concept will determine the next stages of design.

Design Development

With the concepts locked down, I will then develop draft designs. Drafts will be refined, and there may be further revision stages depending on the terms we agreed on at the beginning of the project. For each revision, you will see a presentation of the designs. I can use my creative discretion or provide advice if you are not sure about how to proceed, but approval at each stage will still be needed. It is important so that everyone involved knows that they are on the same page and going in the right direction.

Presentations of the drafts may show how the design will look in real life use. Usually explanations are given for why designs were made a certain way, what they symbolise, and how they help you achieve the goals stated in the design brief.

You may wish to discuss the design in more detail, or make more considerable changes. For this, you can arrange a call or meeting to discuss. Written approval will still be needed – this can be done by signing the presentation form, or an email confirming approval of the designs with any changes clearly described. Visual examples of any changes are really helpful, for example moodboards, photos, or sketches.

Be aware that significant changes, or work outside the scope agreed at the start of the project, may incur additional charges. I will let you know if there is an extra charge before doing any additional work.

Finalisation

Almost done!

With the final artwork approved, you may receive an invoice for payment before release of the designs to you. I will prepare either the digital files, prints or other formats that were requested in the design brief.

I really hope you are happy with the outcomes! Your feedback is essential for making improvements, so you may get an email request for feedback or reviews some time after the project is complete. If you are happy with the outcomes, please make sure to leave a review, share with others and provide recommendations. This can really help independent creative workers continue to do the work that they do.

If there were any issues with the design, I hope to have a chance to address the issues. Please let me know! If it's a mistake on my part, I'll do my best to resolve the issue without additional costs to you.

It would be lovely to keep in touch, and I do like to check in with clients occasionally or send updates on my projects. Of course if you prefer not to get emails I will remove you from the mailing list.

I hope you feel more empowered going into a design project now! Is there anything that is still unclear or overwhelming? Is there anything that would make the process more accessible? I'd love to hear your thoughts and am happy to answer any questions you may have about design processes in general, or about specific projects you have in mind. Leave a comment or send me a message. I look forward to hearing from you and creating something good together.

#design process #graphic design #design brief #logo design

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alexmmakes · 2 years

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Environmental Activism You Can Do Today

Reposted from the Novel Notes blog.

Are you participating in World Environment Day? If you're not sure how to join in, I've compiled some ideas in a new blog post. Spread the word about @UNEP World Environment Day with the hashtags #WorldEnvironmentDay #OnlyOneEarth #GenerationRestoration

#environment #Novel Notes #world environment day #UNEP

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alexmmakes · 2 years

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Alex Makes / Novel Notes

Countless events have led me to where I am today – to believe the things I do, to have the motivations and desires that I do at this moment. The over-riding theme in my life has been the search for freedom – to be able to be myself, whatever that may be, but also to be free of whatever I consider to be my ‘self’… It’s an ongoing project!

I believe in the fundamental rights of everyone to freely exist, explore and identify what it means to them to be human. We should all have an opportunity to not only confront the meaning of our own personal experience of this existence, but also to have access to resources that enable us to craft our own experience. What would this look like for us? What would we discover if we made time for discovery, increased our capacity and reach, and developed true determination over our own lives? Where do we even begin?

Creativity is one way that we analyse and communicate our humanity. Sometimes what we say is conscious and deliberated, often it is an instinctive reaction to our circumstances. The most ancient art and graphics contain coded meanings that have survived history, changes in language, cultural symbols and belief systems. Our genetics predispose us to react to colours, shapes, patterns, and textures as a necessity for survival. How objects, images, and symbols relate to not only our instinctive interpretations, but also the layered meanings we assign to them, is one of the core areas of knowledge in the study of graphic communication.

Using the resources and knowledge available to me, I provide materials and services to empower people to experience their own powerful visions and journeys of discovery. Working with creative minds, unique individuals and organisations with noble goals… visions intersect, opportunities open up, and we strengthen our resolve – we will achieve great things together.

Novel Notes

Novel Notes is a medium for ethically conscious creativity, making unique environmentally sustainable and vegan stationery materials available whilst promoting intersectional social and ecological awareness. Novel Notes products are modular, customisable, minimalist and gender-neutral in design, allowing the user to create their own systems and tell their own stories. Trust in your individuality while building something greater. I believe in you. You are creating something beautiful.

Alex Makes

Alex Makes is a resource for creative services with a focus on ethical processes and outcomes. We are connected, yet out of reach from those that could help us achieve our shared goals. Use visual communication, with the help of an experienced professional graphic designer, to connect with your intended audiences, expand your ethical business and watch your creative vision come to life.

My Goals

Within the limits of our individual lifespans, physical and mental abilities, available resources, natural skills as well as learned ones, we each have something to contribute to the network of shared knowledge. I hope to be able to contribute something of my lifetime exploring and learning about visual communication to help others find their own meanings and understand those of others. The more we understand, the more we strengthen the links between us.

Let’s bring awareness.

Let’s set a standard.

Let’s make something good.

Thank you for your participation and dedication to the good work.

If you are interested in reading more about Novel Notes, browse the Journal and visit the Shop.

If you would like to talk about how graphic design can expand your possibilities, message me now to arrange a free consultation.

#alexmakes #Novel Notes #collaboration

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alexmmakes · 2 years

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Meet the Maker

MarchMeetTheMaker® (MMTM) is a 31-day social media challenge for creative businesses. This event runs throughout March every year and starts on Tuesday the 1st of March this year. It takes place primarily on Instagram which makes this a really interesting visual event during which makers, crafters, creators, and artists can share their work and themselves using visual storytelling in the form of daily social media posts.

The challenge was created in 2016 by Joanne Hawker as a way to get out of a creative rut on social media. She created MMTM to show the different aspects of her business and encouraged other creative, small business to join in. The challenge has really taken off, gaining over 761,000 posts on the hashtag in just 6 years!

The beauty of a challenge like this is how the creative community comes together to support each other and make new connections. It is also a great opportunity to share your small business story, grow your confidence, and help people with similar interests find and enjoy your work.

I have been thinking about participating in the March Meet The Maker challenge for a couple of years, but the timing was never right for me. Now that I have a bit more time and energy, it feels more like a chance to get creative and have fun. I also look forward to getting to know new people through the hashtag!

I will be focusing on my eco-friendly and vegan stationery shop Novel Notes, although I also do graphic design work that is a bit more confidential due to the nature of the work. I will still be sharing some aspects of that business though, so if you are interested, please do follow along!

There is a lot of preparation involved, as I want to make sure I have a rough plan of what to post each day. Luckily, Joanne releases prompts before the start of March so that creators know what to post, and others can know what to search for. Keep an eye out for the following hashtags alongside #MarchMeetTheMaker so that you can click through and see more of the type of content that interests you. These are the themes for each day of March:

1. You & your work

2. Brand values

3. Planning

4. 3 things...

5. Free day – makers can take a break from posting, or post anything they want!

6. Free day

7. Favourite

8. Best Decision

9. Hands at work

10. Storage

11. Seasonal

12. Free day

13. Free day

14. The numbers

15. Time

16. Goals

17. Sneak peek

18. Sell yourself

19. Free day

20. Free day

21. Materials

22. Mistake/lesson

23. Product range

24. Milestone

25. Workspace

26. Free day

27. Free day

28. Low stock

29. New vs old

30. Day in the life

31. Looking forward

My plan is to post a mixture of content including photos, edited images and graphics, maybe some short videos or gifs. We will see how it goes. I will try to get a few blog posts out as well – there are a couple of topics that I think might be interesting to expand on in text.

The difficulty is finding time alongside work, projects, and life to create content, write copy, prepare hashtags for social media and search engine optimisation for blog posts… It can be quite hard to post regularly, let alone every day, when you have a small business to run, and you have to wear all the hats. The way I make big projects like this a bit more manageable is by making a plan of what I want to post, and start to prepare what I can in advance. This will mean that not everything will be representative of that specific moment in time that the post was created. Unfortunately, it is not always possible to show things accurately when images are selected, edited and posted to social media! Hopefully, the descriptions and blog posts can add a bit more insight to things behind the scenes, if the images don’t provide the full picture.

Make sure to subscribe to the Novel Notes mailing list for notifications about blog posts. If you prefer to just see the pictures that I post, the main platform for that will be Instagram. However, I will also try to repost a lot of the content to other channels such as Twitter, Facebook, and Tumblr.

I might post relevant highlights to my graphic design website www.alexmakes.co, and if you are on LinkedIn you might see those highlights there too.

Discovering my favourite creators is one of my favourite things about social media, and I imagine there will be lots of great content to check out from many incredible makers. Don’t forget to type in the hashtag #MarchMeetTheMaker or #MarchMeetTheMaker2022 to participate. Whether you are telling the story of your creative business or looking to learn more about the makers out there – I hope to see you online somewhere during the month of March!

#alexmakes #Novel Notes

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alexmmakes · 2 years

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How To Write An Effective Design Brief

If you have ever worked with a graphic designer before, you will probably have discovered the importance of the graphic design brief. It is a crucial step in the design process and one that is necessary to save you time and money, and get you the design you want.

What is a Design Brief?

A design brief is an outline of what you are hoping to achieve from a design project. This document will contain all of the information required by a graphic designer to complete a design job, and help you to fulfil your business goals and objectives using graphic design. Sometimes the designer may utilise brand strategy or marketing methods to do this, but it is really dependent on the project. They will need to know as much as possible about your business and your goals to determine the best course of action and what type of design would work best.

If you have a consultation call with the designer, they will likely ask you a lot of questions so that they can figure out the best possible design solution for the job. They might provide you with a questionnaire to get really detailed information for the brief, but you will find it is easier to complete if you have a lot of information prepared in advance.

You may benefit from conducting an analysis of your business and the market to find out more about how it is performing comparatively to competitors, and who your current audience is. This is information that will help you to create a more complete picture of your business.

After filling out the design brief questionnaire with as much detail as possible, or sending over your own brief, the designer might have questions about some of the points. They can help you to dig deeper and uncover problems that need addressing. This is a useful and important part of the process. A skilled designer will be looking for the most effective and impactful way to solve underlying problems with their strategic design skills. You provide the information about your business, and the designer provides the strategic creative solutions.

Why Is a Brief Important?

Writing out a design brief is not only useful for the designer you work with, it can also help you to focus in on exactly what you need to achieve before starting the project. By establishing strategic goals and measurable objectives, you can have a clear measure of success for the project. You will be more likely to get the results your business needs and be able to evaluate the success of the project after it is complete.

A design brief will save time as the designer can establish what they need to do much quicker, and they will be able to create a more effective proposal. They will be able to tackle the problem you want to solve more precisely and efficiently. This in turn will mean fewer revisions throughout the design process, as you are more likely to be on the same page as the designer from the beginning due to clear communication and fewer misunderstandings. All of these factors assist in creating a positive and effective working relationship with the designer.

Clear communication and fewer changes during the design process can also save you money. The designer will be able to provide a more accurate quote for the work to be done, right from the beginning. There are also less likely to be additional costs later in the design process due to miscommunication and changes needing to be made.

What To Include in a Design Brief

It is important to describe how your business is currently positioned so that the designer can work out how to get the business to where you want it to be. You can get a great deal of value from a design project if you can provide plenty of relevant information, such as:

What your business does in terms of services and products

What your mission and values are

Demographics of the current audience

Current competition and what they do well compared to your business

How your business is doing well compared to the competition

How your business is currently differentiated from the competition

Current branding and communication style

Existing promotional materials

Provide clear and measurable information about how you would like your business to be positioned. What are your business goals, and how do you hope the design project will help you achieve those goals? What are the objectives that you can measure to evaluate the success of the project? For example, are you trying to get a certain amount of new leads, increase sales by a specific amount, or gain a number of subscribers by a certain date? Think of a realistic objective or several objectives that you can work towards, and that a design project could help you to achieve.

Describe your ideal target audience. How are these people different to the people that currently engage with your business? Provide specific demographic, psychographic, geographic and behavioural information such as:

Age distribution

Gender distribution

Ethnic background

Nationality

Occupation

Interests

Behaviour patterns

Lifestyle

Values

Think about why this group of people need your service or solution. How will they benefit? How would you like them to interact with your business? You might have multiple audiences that you want to target, in which case rank them by priority.

Project Details

As well as the big picture stuff, the designer will need to know some other critical details that could actually determine whether they will be able to work with you or not. The project has to be mutually beneficial for both parties to be fully invested and committed to the work. It is therefore very important to share this information so that the designer can prepare properly for the job if they do work with you, or offer recommendations for more appropriate support if they are not able to do the job.

Be honest about your budget and your deadlines, and whether they are flexible or not. The designer may be able to offer you options suitable for your budget or direct you to another designer who can work within your budget. If you have a high budget, there may be premium options available or even special discounts for large orders or regular bookings.

Deadlines need to be realistic. The design process can be lengthy, especially if you want an actual decent outcome, and you are not doing yourself any favours by rushing the process. Discuss timelines with the designer to come to an agreement on what would work best for both of you. The timeline should include time allowed for:

Consultation

Concept development

Communicating with the designer – responding to emails and scheduling calls

Draft designs

Looking over work and providing detailed feedback

Getting approvals for designs

Revisions

Production

Delivery

Try to avoid rush jobs as this can result in unfavourable outcomes, but if it is unavoidable, be honest about it. Make sure you are easily reachable during that time to provide prompt feedback and approvals so that the work can be completed on time.

Do you have existing promotional materials such as printed leaflets and business cards, or platforms such as a website and social media accounts? The designer will probably want to see these for reference. They will also need to have all the text and images that you want to be included in the designs. Have a discussion with the designer about whether you will provide these or if you would like them to source content for you. Make sure that all the materials you provide are checked over, proofread and signed off as final before handing over to the designer.

Are you the primary contact for the project? Let the designer know the best way to reach you and provide the contact details for any third party that they need to be in contact with, such as copywriters, web designers, illustrators or photographers, printers etc. If you do not yet have contacts that provide these services, the designer may be able to give recommendations for people that they work with and trust to do a good job.

Design Details

A graphic designer can make recommendations for how to strategically and creatively solve the problems that you present. It is often best (if you hire an experienced professional creative) to allow them to use their expertise, skills, and knowledge to provide you with the high quality outcomes that you pay for. A professional graphic designer will have a good idea of the outcomes that would work best for each unique design brief, the right aesthetics to communicate your brand message and the types of visuals that will appeal to your target audience.

However, there may be times when you already have an idea of what you want to have made. Be clear about the outcomes that you expect and provide details of the format, materials, measurements and any other specifications. The more detail you provide, the closer the final result can be to the expectations you have in your mind.

It is useful to share benchmarks for what you consider to be effective design. This might include links, mood-boards or Pinterest boards showing:

Competitors you admire

Aesthetics that you like

Aesthetics that support your business principles

Aesthetics that are likely to appeal to your target audience

Aesthetics that you hate

Aesthetics that go against your business principles

Aesthetics that would definitely not appeal to your target audience

In Summary

A design brief is an invaluable tool, crucial to the design process. It is really important to communicate with the designer to ensure that they have all the information they need to help you achieve your business goals.

Be honest about the issues your business is experiencing, as the designer may be able to offer creative solutions that you weren't expecting – their specialism is doing the creative thinking!

They will use the information you provide to price your project, create a project proposal, develop concepts and designs, and ultimately create the design that you want and your business needs.

Don't skip this essential step. Not only is it a necessary part of the design process, it is a valuable exercise in getting an intimate understanding of your business – how it is doing, how it could be improved, and where your business could be in the future.

#alexmakes #graphic design #design process #design brief

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alexmmakes · 2 years

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Novel Notes awarded 'Best Sustainable and Vegan Stationery Provider - UK'

LUXLife magazine recently announced the winners of the 2021 Global Vegan Awards and I am so pleased, on behalf of Novel Notes, to accept the award of 'Best Sustainable & Vegan Stationery Provider UK' given by LUXLife, a luxury lifestyle magazine that highlights high quality products to its readership…

Click to read more.

#Novel Notes #award

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alexmmakes · 2 years

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Alex Makes: Graphic Illustration for the UAL Sustainability Network

I am pleased to be able to share with you a notable creative project that came up for me in 2021. It was just the right mix of logical branding, minimalist abstract art and poetic conceptualism to get my brain cogs turning and creative juices flowing. I was excited to work on this, not just because the themes were right up my alley but because the organisation I would be creating for was one that is close to my heart.

The University of the Arts (UAL) Sustainability Alumni Network is a new community of UAL graduates that brings together and supports those who are using creativity to combat the climate emergency. As a former student and sustainability-focused designer and business owner, I was keen to participate in the formation of this community using the skills I have to offer. To launch the network, an in-person networking event was going to take place at Camberwell College of Arts, one of the six UAL colleges.

Rewind to summer of 2021 - the network is preparing for launch and needs an image that represents the aims of the organisation, a style that fits in with the UAL brand but distinguishes itself from the University as a whole and the many other graduate-led alumni organisations. Exciting! I love finding a problem to solve. But what are the aims of the network? How do other alumni organisations brand themselves? I would need more information on the UAL brand too. Communicating with the University's alumni coordinator, and through doing my own research as part of the creative problem-solving process, I was able to find out.

Discovery: Learning More About the Network

It is really important for me to gather as much information as I can about a project before beginning any creative work. I can do this by reading a design brief that a client has presented, and asking more questions if needed or discussing the project in person, via email or on a call. Once I get an idea of how I can assist with the project, I present a proposal of what I plan to do and when this is approved by the client, I do even more independent research as part of the design process.

In this case, I asked questions to learn more about the mission, goals, and features of the organisation. I found out more about their target audience, the primary platforms for marketing and communications and what they hoped to achieve with the design elements for their brand.

The UAL Sustainability Alumni Network (UALSAN) has a hugely diverse audience made up of the graduates of all six colleges of UAL, from a wide range of age groups, backgrounds, and creative disciplines (this would later make for a very interesting launch event!). The goal of the UAL Sustainable Alumni Network is to connect UAL graduates who are interested in sustainability and to support them with an events programme and networking opportunities. The Network facilitates dialogue around the climate emergency, promotes the work of alumni that are working to tackle important issues in a creative way, and does this in a way that is egalitarian and democratic.

With the basic information sourced, I went on to do my own research to find out how other alumni associations branded and marketed themselves. I like to get a deeper understanding of the field that I am designing for, including traditions and trends in the field so that I can know what kind of designs are popular, overused, innovative or unusual. You can get a feel for what might work well and what might be a bit strange (in a good or bad way) design-wise when you go on to draft some ideas. I tend to make notes and sketches while I research as inspiration and ideas come to me. These initial ideas are usually conceptual in nature and will be further developed into designs or used for reference later. I gather my initial concepts and present them in a way that hopefully helps the viewer understand how I arrived at the ideas and why I think they might work to meet the design brief.

Proposing a Solution to a Problem

University of the Arts London has a brand identity that is minimalist and flexible enough to easily convey collaboration and connectivity with internal and external entities. The colour palette is simple and primarily monochrome. The neutral font is unimposing. The colon element suggests that something is to follow - the University of the Arts does not exist in isolation or without the individual units that form it. The six colleges of UAL are branded as part of the whole. Their unique characteristics are not expressed in the logotypes, and perhaps that conveys that they too are nothing without their constituents - the students, graduates and staff of each college. The vast diversity of the London collegiate is what allows the University as a whole to become a leader in creative practice and innovation.

There are strict guidelines for how the UAL brand identity should be used and this applies to partnerships as well as internal use. Although an example is provided for how the Arts' Student Union logo could be applied as a partner of UAL, the guidelines for graduate organisations is unclear. As part of my exploration, I found that since many of the UAL alumni groups were formed and run by the graduates themselves, branding of these groups was not consistent. This may be partly down to the lack of guidance, but also the difficulty of enforcing guidelines on independently formed organisations that spring up online or internationally.

This brought up the question of how alumni groups should be branded. According to UAL brand guidelines, if an entity is directly related to UAL then the branding should be very different to independent entities. Since alumni groups are not formed under the institution, but by graduates who are technically constituents of that institution, there had to be a decision made as to what this would mean for the branding of an organisation like the UAL Sustainability Alumni Network. It was somewhat out of my remit to make that decision, which I discussed with the Alumni Coordinator and passed on to the UAL Brand team, but I did present several solutions for how the issue could be resolved. This included various styles of logo depending on the level of separation that the University brand would have from the alumni networks. I feel that this is an important decision that would influence how the UAL brand would be utilised in the future, and was happy to have contributed in some way to this development. Ultimately it was decided that UALSAN would be incorporated under the UAL brand, and have its name balanced on the other side of that connecting colon: an extension and part of the institution, like the colleges themselves. There's something sweet about that! It would be awkward to create too much separation between them, and it is quite meaningful that the graduates of UAL are considered an integral part of the whole.

Creating a Visual Theme

Another element of this project was to create a graphic illustration that could be applied to UALSAN communications such as social media posts and email newsletters. The graphic was to create a themed backdrop that would identify the content as being related to the Sustainability Network, ideally communicating the network's goals and features, appeal to the target audience and work cohesively alongside the UAL brand. Following the brief, I used research, design knowledge and artistic experimentation to create the following conceptual designs.

Based on feedback from the UAL Brand team, I narrowed down and further developed the concepts by bringing the designs more in keeping with the UAL brand through the use of colour and creating mockups of how such designs could be applied to social media content, which is one of the aims of the project. This also brought more clarity to what were quite conceptual illustrations, based on the brief and my research but abstract in initial expression. Once the designs were developed and shown in context, it was easier to see how the concepts would look and feel in practice.

The 'rising rectangles' design was the chosen concept to move forward with. The various shapes represent the diverse 'units' or individuals that form the network - they combine to create expansive structures and dimensional planes. The overlap of the shapes suggests the forms either rising or supporting each other and sometimes it is not clear which is occurring. The aim of this design was to communicate the subtle beauty and power of individuals forming a structure and the uplifting of those individuals and their ideas within the Sustainability Network.

I wanted this design to be replicable so that it could be adapted to various contexts, for example if a new poster design needed to be made then it could be done by a different designer whilst maintaining consistency of the brand style and therefore create a recognisable theme that could be used across a variety of formats. This meant developing a system that would be easy for another person to use to change the design without altering the fundamental elements.

The fundamental elements of the design are the shapes - rectangles with thin outlines, thick outlines and filled shapes - and the basic layout of those shapes in the given space. I use Affinity and Adobe software to create artwork digitally, and I enjoy developing my skills in both. For this task I played around in Affinity Designer (an alternative to Adobe Illustrator) to create a grid at an angle that I felt suggested movement and progression, but also allowed the shapes and layers of the piece to be apparent.

Once you have a grid, and basic rules in place for the use of the elements of the design, the outcomes are more likely to be consistent even if you move things around. Some of the rules include the types of shapes you should use and how you can place the shapes, the colours of the shapes and the weight of the lines used.

I compiled some examples of how the different types of rectangles should be used together. The use of only solid filled shapes was excluded, as I felt that the outcome did not conform enough to the original concept, but the following worked well to convey the idea:

Although I would be providing image files for the specific uses outlined in the brief (social media and email newsletters), the editable artwork files would provide some creative freedom for future designs that may be needed. I also provided examples in colour using UAL brand colours, to keep that brand consistency going.

As well as digital designs, I would also need to create a poster design for the launch of the UAL Sustainability Alumni Network. The process of designing for print is different to digital because you have to work at a different scale, you have access to different colour choices and have to choose the appropriate settings in your design software, and there are different things to look out for when proofing your work. For this project, since one of the goals is to align the designs with the UAL brand, it made sense to use existing poster design templates with UAL branding already applied. It is very possible to create my own unique poster layout using UAL guidelines which would involve adhering to specific spacing requirements around the logo and other elements, but it can be inefficient and unnecessary to do so if there are templates available. I highly recommend that brands have templates for their frequently used formats ready to go, to ensure solid brand communication and efficient design execution. After sourcing design templates for the event poster, I chose the most appropriate layout and added the new themed illustration.

The Launch

The UAL Sustainability Alumni Network officially launched on the 30th November 2021 with an in-person event at Camberwell College of Arts. Attendees were welcomed with drinks and vegan snacks before being led to an auditorium to see presentations from UAL graduates about their creative work to tackle sustainability problems in their fields.

The speakers included: David Cross, artist and UAL academic; Nikita Jayasuriya, Partnership Director at Parley for the Oceans; Katie Kubrak, Materials and Insight lead at Nirvana Creative Production House; Jade McSorley, co-founder of  LOANHOOD; Zoë Powell Best, Materials Researcher.

The presentations were fascinating, showing how uniquely and creatively individuals are working towards a shared cause. It was really exciting to see what other people are working on, to learn about some of the technologies that are being developed for the purpose of sustainability, and also to find out more about the UAL mission to function sustainability and promote sustainable practices.

I was pleased to see that the poster designs turned out as intended and were utilised in several areas to highlight the event and as signage to lead visitors to relevant areas. The design was in keeping with UAL branding and fit in with the minimalist spaces of Camberwell College.

Thank you again for the work, we really do appreciate it! ...The work was really well researched and designed, and you understood the brief really well. I will continue to recommend you internally.

- Maria Ryan, Alumni Coordinator, University of the Arts London

Thoughts on the Project

This project was fun and satisfying, mainly because it gave me an opportunity to find a problem and solve it! There is usually a problem that needs solving when working on a graphic design project and it takes asking the right questions to clearly identify what that is before we can come up with a creative solution. We may not always think about the nuances of relationships and how that reflects in the nuances of branding. It can be fascinating to delve into that, to figure out what we want to say about ourselves and our relationships when we are not the only ones embodying that brand.

We can see that the UAL brand messaging makes a statement whenever it is applied and one of the things I want to find out when I explore deeper into a brand and work on its communications is: if we apply the branding in this particular way, will the statement still be true? How can we ensure that the messaging remains authentic and meaningful? When there is a gap in this area, the solution is to have a strong brand message, clear guidelines on implementation and ways to ensure that the branding is consistently expressed so that every time it is experienced, the intended message is clear.

University of the Arts London continue to show through their design choices that their students and graduates are the University - the people are the leaders in creativity, innovators and problem-solvers, the creative industry, the builders of meaning through communication design. It has been a pleasure to contribute to the development of the University's sustainable community with my work, and I am excited to see what the community will achieve in the future.

Learn More

UAL Sustainability Network

UAL & Sustainability

UAL Brand

Alex Makes Design Services

Do you have a similar project you would like to work on with me? Tell me more!

#UAL #graphic design #illustration #branding

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