What to Expect During a Custom Brand Design Project

The word branding can feel a little intangible and confusing. So, I’m here today, to clear things up so you can know what to expect during a custom branding project with Kulu! I’m also going to break down how strategy informs design decisions with a real-life example of our brand design for Sophia Misaki Beauty.

Our branding process can be broken down into four main steps: brand strategy, creative direction, brand design and brand implementation.

Brand Strategy

We always, always, always start with a strategy session where we get into the nitty-gritty. We’ll talk through brand goals & values, and get really clear on who your ideal client is (what they like, what they don’t like, where they hang out, where they shop, objections etc.) With our findings, we develop and deliver a 20+ page Brand Playbook where we translate these observations into actual design solutions that will bring you those hell yes’s from your soul-aligned customers. 

Let’s take a look at a real-life example! >>

Client: Sophia Misaki Beauty

Project: Brand Design

Old Logo:

About Sophia Misaki Beauty: She is a licensed esthetician who specializes in safe and natural looking lash extensions and always prioritizes quality and safety over glam. She noticed that her old logo was attracting a lot of potential customers that were looking for very heavy lash extensions at a lower price point than she offers. This was leading to unsatisfied clients and wasted time explaining her offerings and prices to people who were never going to buy. 

While your Brand Playbook would be much more in depth, this chart gives you a high level idea of some of the takeaways that influenced Sophia Misaki’s design process:

Creative Direction

Once we have your strategy in place, the next step is to fine tune the creative direction for your brand. We take into consideration all of your strategy in order to develop a couple different visual directions for you to choose from. Think of creative direction as the intersection of strategy and eye candy. It’s a fun place to be! We’ll share a couple different moodboards for you to choose from and once you decide on a direction, we get to work designing your one-of-a-kind, totally custom brand!

Brand Design

With the creative direction approved, we’re ready to start designing! Depending on your unique branding needs, we design some or all of the following:

• Logos + submark
• Color palette
• Font pairings
• Custom icons 
• Brand patterns
• Illustrations

These are the three brand design concepts we developed for Sophia Misaki Beauty. Which one is your favorite??

Brand Implementation

Now that we have all of the pieces to the puzzle, (logos, colors, fonts, icons etc.) we put them to WORK.

This looks slightly different for everyone, depending on your specific needs, but can include website design, social media templates, packaging, e-books and more!

Our goal here, is to ensure every single customer touchpoint is unmistakably YOU.

For Sophia Misaki Beauty, the brand implementation process included website design and social media templates.

Check out the final products!

Are you ready to start attracting your soul-aligned customers??

Inquire HERE for a free consultation call!