My Creative Process
I’ve been developing strategies - first to discover - then to deliver on brand promises, since I set up design studios and blended them into the ongoing corporate consulting business at Cap Gemini Ernst and Young. Then I wrote the job descriptions and subsequently hired a spectrum of designers, technicians and other web experts to bring fresh internet opportunities into CGEY's core business.
Here are a few thoughts on my approach brand development:
- Introduction: Brand and Logo Design - Let's start with a no holds barred listening session
- Process: 3 Proposal Sessions, each chock-full of ideas on 25+ slides. I typically open with “If you don’t like an idea... you will never see it again!”
- Naming: I will suggest names and bylines that break through categories
- Typography: At the first session we will tour through possible settings, styles and fonts. Our target is maximum impact, legibility and that elusive concept: fit
- Research: We will investigate what others in similar industries around the world are doing with respect to branding and logo design
- Logo Trends: I will point out modern design movements and how they may impact the conversation
- The ‘aha moment’: I work to get to surprise and joy as a reaction. I often tell my customers, ’Once the new branding is delivered, I will, in most cases, leave this conversation. At that point the brand is in your hands to embrace, to sell and yes, to love’.
“I worked with Mike on a recent branding project. As many business owners will know , this is a daunting process. Ultimately though, we want something we love, that will meet our very high standards. The process with Mike was an extremely dynamic.
Mike listened, took his time and integrated all the information we discussed along the way. His delivery was amazing. The time taken to develop and work through dozens of ideas is truly evident in the finished product. He truly brought my vision for a new brand to life.
I am very happy that Mike and I crossed paths and I look forward to working with him on my next venture.”
Harry Seaton, Entrepreneur & Owner, 'Paint It Up'
Franchise Owner, Floor Coverings International, Barrie.
NAME & BRANDING RESULTS:
Paint It Up
RATIONALE:
“Paint It Up brings a new, fresh level of energetic professionalism to residential and office painting. Can do attitude. Dedicated to bringing speedy enthusiasm
and expertise to your paint project.”
HOW DID WE GET HERE?
Images below are from PAINT IT UP brainstorming sessions. Used with permission.
Photos: canstockphoto.ca
