Inside Our Brand Design Process: From Discovery to Launch
How we partner with clients to build brands that resonate
Building a brand is more than choosing colors and designing a logo. It's about clarity, understanding who you are, what you stand for, and how you want to show up in the world. At Opposite Of East, we've refined a process that turns vision into visual identity, strategy into systems, and ideas into impact.
Whether you're launching something new or refreshing an established business, here's exactly how we work together to create a brand you'll love for years to come.
Before We Begin:
The Questionnaire
Great branding starts before our first meeting. We send you a comprehensive brand questionnaire designed to help you get clear on your business, audience, values, and vision. This isn't busywork- it's foundational thinking that shapes everything we create together.
You'll reflect on questions like:
What problem do you solve, and why does it matter?
Who is your ideal client, and what do they care about?
If your brand were a person, how would you describe them?
What brands do you admire, and what specifically draws you to them?
Why this matters: The questionnaire gives us a starting point and helps us have more clarity.
Phase 1: Discovery & Strategy
The Discovery Session
Once you've completed the questionnaire, you will meet with Tricia for an in-depth discovery session. This is where the real conversation begins. We dig deeper into your responses, explore what makes you different, and get clear on where you're headed.
We'll ask:
What does success look like for this brand?
What concerns you about rebranding?
Where do you see opportunities your competitors are missing?
What's the emotion you want people to feel when they interact with you?
This isn't just about gathering information- it's about alignment. By the end of this session, we both understand your vision, your challenges, and what we're building toward.
Strategy Development
You and Tricia begin the strategic work- and this happens before we design anything. We define your brand positioning, messaging framework, personality, and visual direction. This is where we answer:
What makes you different in your market?
What's your unique value proposition?
How should your brand sound and feel?
What visual direction will resonate with your audience?
What you'll receive: A brand strategy document with positioning, messaging, and approved visual direction. This becomes our North Star throughout the design process.
Why this matters: Strategy ensures that every design decision is intentional, not just aesthetic. Your brand won't just look good- it will mean something and solve real business challenges.
Phase 2: Visual Identity Design
Concept Development
With the strategy approved, we move into design. This is where ideas become visual. Jenny will create mood boards with 2 distinct identity directions- each with its own logo concepts, color palettes, typography systems, and initial applications.
Each direction is rooted in your strategy but explores different aesthetic approaches. Maybe one is bold and modern, another warm and organic, another refined and minimal. We're showing you possibilities, not final answers.
What's happening behind the scenes: We're considering how your brand will work across business cards, websites, signage, social media, packaging- all the places it needs to live.
Concept Presentation
We present the concepts to you, walking through the strategic thinking behind each direction. We explain why we chose these colors, these fonts, this visual approach, and how each concept solves your brand challenges.
This isn't about picking your favorite. It's about identifying which direction best aligns with your strategy and resonates with your audience.
Your role: Review with fresh eyes. Consider each direction against your goals. Provide clear, specific feedback. Choose one direction to refine, or request modifications that combine elements.
What you'll receive: 2 distinct brand identity directions with rationale, ready for your feedback.
Refinement
We take your chosen direction and perfect it. Details matter here- adjusting spacing, testing color combinations, ensuring the logo works at tiny sizes and billboard scale, refining typography hierarchy.
We test the brand across multiple applications to ensure it's not just beautiful, but functional. Can it flex across platforms? Does it maintain its personality in black and white? Does it feel cohesive?
What you'll receive: A refined brand identity with all the details dialed in, ready for final approval.
Finalization
You give final approval, and we prepare everything you need to launch. We finalize all brand elements and begin organizing your complete asset library.
Phase 3: Brand System & Guidelines
Building Your Brand Guidelines
A logo alone isn't a brand system. You need guidelines—clear instructions on how to use your identity consistently across all applications.
We create a comprehensive brand guidelines document that includes:
Logo variations and usage rules
Color specifications (HEX, RGB, CMYK)
Typography hierarchy and pairing
Mockup examples of how to apply the branding
Why this matters: Guidelines ensure consistency, whether you're designing something in-house, working with a printer, or handing files to a web developer. Everyone has a reference point.
What you'll receive: A beautiful, comprehensive brand guidelines PDF.
File Delivery & Asset Organization
We organize and deliver your complete brand asset library, every file format you'll ever need, properly named and categorized.
You'll receive:
Logo files in PNG and SVG
Full-color, single-color, and reversed versions
Files optimized for print and digital
Color codes for all applications
Font files (if licensed)
Brand guidelines document
Everything is organized so you (or anyone you work with) can find what you need quickly.
What you'll receive: A complete, organized brand asset library ready for any use.
Launch Support
Rolling out a new brand can feel overwhelming. We provide launch support to make the transition smooth:
Launch checklist and timeline
Rollout strategy recommendations
Implementation guidance
Answers to questions as they arise
Minor adjustments as needed
You're not on your own. We're here to ensure your launch is confident and cohesive.
Phase 5: Ongoing Partnership (Optional)
Many of our clients continue working with us long after launch. We become an extension of their team, handling:
Social media strategy and management
Content creation (graphics, photography, video)
Website updates and optimization
Seasonal campaigns and promotions
Event marketing and PR support
Brand evolution as the business grows
Your brand is a living thing. We help it grow with you.
Timeline & Investment
Typical Timeline: 6-12 weeks for a complete brand project
Discovery & Strategy: 1-2 weeks
Visual Identity Design: 3-4 weeks
Brand System & Guidelines: 1-2 weeks
Implementation (if included): 2-6 weeks, depending on scope