I have a clear design process that I will follow after joining the team. Below, I’ll outline the stages we’ll go through together to define the goals and outcomes of our collaboration, develop the brand system, and implement the results into the business processes.

Initial Stage. I conduct interviews with the founders or top management, communicate with team leads and employees, and gather information about the company’s mission, business goals, and priorities. I clarify the existing public image and its development strategy, as well as assess the internal perception of the company’s image from the employees' perspective.

In the second stage, a strategic brand session is organized with the heads of departments: Business, Tech, Marketing, and Creative. I facilitate the discussion and ideation process based on the Core Discovery framework — from detailing brand attributes and refining the target audience profile to creating the brand message and prioritizing goals.

After collecting and analyzing the information obtained in the previous stages, the process of generating and selecting visual hypotheses begins. The viability of each hypothesis is tested, along with its alignment with brand attributes and business goals. Testing is conducted with focus groups.

In the penultimate stage, an internal discussion takes place with decision-makers and representatives from the teams that’ll be responsible for implementation. During this discussion, the hypothesis that best meets the initially set goals is selected.

The final version of the visual identity, along with implementation examples, is presented during an internal meetup for company employees or a public presentation.