Our Design Process
A Four-Phase Approach to Design Excellence
We believe that good quality design requires more than just creativity. It requires research, analysis and close collaboration with you to reflect your organisation’s vision, strengths, messages and priorities. To ensure that our design aligns with your expectations, we’ve developed a four-phase process to guide us every step of the way.
Phase I: Research
Before any actual creative work begins, Darren Williams Signs conducts extensive background research. We will meet with you to understand your goals, audience needs and project expectations. Once our research is complete, we will provide a creative brief to summarize the results of our inquiries and outline the project, along with a detailed project schedule to ensure on-time delivery.
Phase II: Design
When our analysis is complete and you are on board with the initial concepts, design work begins. We keep your communication needs and priorities at the core of every design decision – from colours to image selection to font styles. Typically, we explore several different creative approaches before centering in on our main creative ideas. Based on your feedback, we evolve these creative approaches into comprehensive design directions. As part of this process, we will deliver at least three creative concepts for your evaluation.
Phase III: Implementation
After you select your preferred creative direction, we begin design execution. Darren Williams Signs works with you to select images and gather copies for the final design pieces. We produce draft outputs for your review and make sure that your input is reflected before any piece goes into production. When your quality standards (and ours) are achieved, we prepare your design pieces for final production. We collaborate closely with any third-party vendors (such as suppliers) to make sure that the finished product meets your expectations.
Phase IV: Evaluation
After the design is complete, we follow up with you to assess the outcome of the project. We are keen to hear not only your insights on our process and designs, but also any feedback you have received from your audiences. If desired, we can work with you to design data-gathering tools – such as customer surveys – to collect insight from your target audiences.