What do you do if your graphic designs aren't effectively communicating brand identity?

I first take a step back and reassess the brand's core values and message. Then, I look at my designs critically, asking myself if they truly reflect these values. Sometimes, it's about simplifying and clarifying elements, ensuring they align with the brand's identity. Feedback from clients and target audience is also invaluable; it helps me understand where I might be missing the mark and what adjustments are needed.

Often, companies have a brand style guide, which is a great resource to ensure your designs align with the brand's identity. Always ask for it upfront if you can. Additionally, dive into their existing materials – check out their website, blog posts, social media, and any printed collateral they have. This not only gives you a sense of their style and tone but also helps maintain consistency across all platforms. And if you ever feel uncertain, open up the lines of communication with your client or employer. It's better to ask questions and get clarity than to assume and miss the mark.

The briefing is the most important detail we need to start a job. Based on this information, you will have the guidance for where to go. Don't hesitate to ask anything you deem necessary to carry out your work and ensure that your client answers everything as thoroughly as possible.

Briefs come in all words and phrases. Being able to pin down the essence of what is being communicated through the brief is something that gets easier as one advances through a design career. It is advisable to have a set of questions that apply all through to help the designer extract from clients their true intentions to find any underlying purposes and values.

If my graphic designs aren't hitting the mark in representing brand, it's time to take a step back and reassess. Start by revisiting your brand's identity and values. Are your designs aligning with these core elements? If not, consider refining your design approach to better reflect your brand's personality and message. You might also want to gather feedback from stakeholders or target audience members to understand where the disconnect lies and how you can improve. Remember, consistency is key in building a strong brand identity.

In this step you need to analyze what was described in the briefing, understand as much as possible about the company and how it wants to communicate with the public. Research references in the area, competitors and analyze both their design and identity and their positioning.

Familiarize yourself with the brand's history, mission, vision, values, and personality. Analyze the current visual identity, including the logo, colors, fonts, and imagery. Explore the industry, competitors, and market trends to understand context and audience expectations.

If your client has a brand manual, you need to study and follow it when creating your ideas. At this stage, you need to transform the information gathered in previous steps into an impactful graphic material. Generate some ideas, analyze which one you think best fits what was previously discussed and present the best one to your client. Be confident, defend your work, and justify the reason for your choice. In my experience, presenting multiple ideas tends to make the client more indecisive, which can hinder the process.

Experiment with different concepts, layouts, elements, and effects. Test designs across various platforms and devices to ensure consistent functionality. Create multiple design options aligned with the brief, research, and effective brand communication.

Seek feedback from clients, colleagues, other designers, and potential users. Request specific and constructive comments, and be open to suggestions and criticism. Explain design choices and align them with the brief, research, and brand identity.

Compare designs with the brief and research, assessing how well they meet objectives. Consider the impact of feedback on designs and evaluate consistency, coherence, and distinctiveness. Ensure designs effectively convey brand identity in a compelling and memorable way.