Heads up! To view this whole video, sign in with your Courses account or enroll in your free 7-day trial. Sign In Enroll
Preview
Start a free Courses trial
to watch this video
In this video, we'll outline the brand process that Matt has been documenting and practicing for some time.
Quick Reference
Related Discussions
Have questions about this video? Start a discussion with the community and Treehouse staff.
Sign upRelated Discussions
Have questions about this video? Start a discussion with the community and Treehouse staff.
Sign up
[SOUND] Now we dive into the deep end.
0:00
I'm going to give an outline of the brand
0:06
process that I've documented and processed
for awhile now.
0:08
There's four main stages with small parts
that fit within each stage.
0:11
Each stage explicitly builds on the
previous stage.
0:16
Feel free to customize or edit this
process
0:19
to fit your workflow, time management and
client relationship.
0:21
Keep in mind a lot of this process is
internal, so some items
0:25
that might seem redundant to you or I are
unique to our clients.
0:28
Not everything that we do faces the
client.
0:31
Make their job as easy as possible so they
let us do ours.
0:33
There's a good amount of research,
documentation and conversation
0:37
that happens internally and doesn't
involve the client's feedback.
0:40
When it comes to creating successful brand
identities,
0:45
just beginning the process is a measure of
success.
0:47
Project launch is often unfairly
outweighed by project completion.
0:50
As designers we hope that our first
concept is the best.
0:55
A successful beginning is conversational
and combines an
0:58
understanding of client concerns with
targeted research and preparation.
1:01
Trust the process.
1:06
In 1926, Graham Wallas, an English
psychologist,
1:08
socialist and teacher wrote The art of
thought.
1:12
Here, Wallace published one of the first
models of the creative process.
1:15
The five steps include preparation,
reading any introductory
1:19
brief and familiarizing yourself with the
client and project.
1:22
Explore the problem and its scope.
1:26
Then, incubation.
1:28
Let it simmer a bit, have a coffee, take a
break.
1:29
Your unconscious mind is piecing together
possible solutions and potential, while
1:33
your conscious mind seems to work as if
there is no problem.
1:36
Next is intimation.
1:39
Getting more familiar with the project,
the
1:41
process, and feeling the solution is
close.
1:43
Illumination or revelation.
1:46
Realize the solution, Clarity and thought
as
1:48
it rushes into being and swells into
conclusion.
1:51
There is a conscious awareness of the
solution.
1:54
And finally, verification.
1:57
The idea, the solution is consciously
verified, elaborated and then applied.
2:00
But just like Michael Jackson put it, no
one
2:06
really can say what the creative process
really is.
2:08
You need to sign up for Treehouse in order to download course files.
Sign upYou need to sign up for Treehouse in order to set up Workspace
Sign up