Award-winning freelance Graphic Designer and Design Consultant for the world's best extreme sports and outdoor leisure brands. Also a rock climber, mountain biker and an all-round mountain adventure junkie.

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  • My Design Process

    The Design Brief
    After being hired the first step is a Q&A with the client. Not only do details, budget and the job specifications matter, but client preferences, target audience, business values and objectives are taken into account as the basis for a winning outcome. And, of course, there needs to be thorough familiarisation with the benefits and features of the client's product or service.

    Although this process takes up time it is crucially important to have a panoramic vision right from the start. It will help the client sharpen their own focus and objectives as well. The result is creative excellence that is targeted strategically.

    Research and Brainstorming
    To make sure that I get the client ahead of their competition I have to research their market and its trends, the target audience, competition and, of course, the client's business.

    Sketching and Comps
    Despite popular misconceptions, good creative work doesn’t often come in a flash of inspiration; it evolves from a process of excellence-based trial and error. This is why I need to take the time to consider several approaches (concepts), work them through, try them out, then revise them. This is all done simply with a pen or pencil and a sketch pad, not an Apple Mac. The reason for this is that the Mac hinders this process by making me focus too much on the details. This stage is all about exploring all possibilities. Most of these sketches will not be used as I filter through them and begin to develop just the very best ones.

    Artwork Creation
    After I have chosen just the very best ideas from the sketching stage, I will now sit down at the Mac and begin to develop just the one or two strongest ideas. This is where the design really starts to take on a form.

    Presentation
    My experience shows that it is best to present the concepts to one or two key members of staff. This ensures that we all stay focused on the challenge and are not distracted by too many personal opinions, this is important. The concepts are adequate enough to convey what I believe is the best approach, taking into consideration the client's budget, schedule, objectives, target audience and preferences. On the other hand, they are not so well-developed as to have wasted time and effort should a course correction be needed.

    Final Tweaks
    Based on discussions with the client and the feedback received, a second presentation is made soon thereafter. From the input at this second presentation further minor refinements will be made, if necessary, to ensure that everybody is happy with the final version and that it can last for many years to come.

    Artwork Delivery, Launch and Implementation
    Once approved by the client I'll prepare final versions of the artwork and supply them in various formats. For example an identity project would be supplied in various colour models – CMYK, Pantone and RGB – and also in various file types – .ai, .eps for future production and .jpgs for internal office documents and email signatures. I will also supply identity guidelines if this was requested during the initial briefing stage. Once all invoices have been settled, all design work belongs to the client.

    Customer Service
    My service does not end when the final invoice has been settled. I'm always on hand to offer any design advice to clients, whether it be for a project just completed or just general day-to-day design and creativity advice.