REP Strategies, LLC

Introduction

Develop a custom logo for a small new public relations LLC.

For this project, I worked with a small new PR company as a freelance graphic designer to create a personalized professional logo. The final outcome was the result of applying my creative process and regular communication with the client.

Problem

Success in this project entailed a complete and functional logo in vector and raster file format to be used at the client’s discretion. Each file format would need to be provided in black, white/knock-out, and color; with horizontal, vertical, and image-only variations to ensure versatility. These promised to give the client control over the brand expression of their logo.

Approach

When I took on this project, I wanted to maintain regular communication with the client through weekly progress meetings to ensure graphic decisions stayed on track. This also allowed me to include the client in the design process, from information gathering to completion. The main stages of the project were Research, Styling, Decision/Revision, and Asset Compilation. Each stage covered 1-2 weeks, with corresponding meetings covering relevant topics related to progress and decisions that needed to be made. (The stages are described in further detail in the drop-downs to the right)

As I was hired to complete this project as a freelance designer for the client, I was the sole designer and entirely responsible for managing the project. For these two reasons, I chose to ensure frequent contact with the client and provide clear progress points for them, ensure accountability for my work, and provide context for what to expect from me during check-ins. This approach also allowed for scheduling flexibility between myself and the client should either of us need to move a meeting to accommodate other professional or personal obligations.

  • Research started with my initial meeting with the client, where the company message and goals were discussed. Along with who their target clients would likely be and if they had any style input they would like me to keep in mind as I get started. From there I looked into other PR company logos to identify overarching market styles.

  • The research was used to create three distinct style boards. The style boards were inspired by the client’s intended audience and the client’s personal style, both expressed and perceived. These boards were used to decide on a direction for subsequent logo iterations and presented options to potentially move forward with.

  • This stage covered a two-week period and involved the initial logo options followed by the revised options created from the initial logo decision. For the first week, there was heavy iteration of possible logos based on discussed styles and visual letter treatments that appealed to the client. By the end of the two weeks a final logo had been determined and what assets would be needed.

  • The assets to be compiled into the final deliverables package were discussed and decided upon during the meeting to decide on the final logo. The project assets included a complete and functional logo in vector and raster file format to be used at the client’s discretion. Each file format would need to be provided in black, white/knock-out, and color; with horizontal, vertical, and image-only variations to ensure versatility. These were promised to give the client control over the brand expression of their logo. Additionally, the final asset package included a mock-up JPG file and PDF displaying hex codes and general style information from the previous meetings to aid the client as they moved forward.

Deliverables

Conclusion

I feel this project allowed the client to gain the visual identity they needed to connect with members of their target audience, and gave them some insight into certain brand identifiers people look for. The next steps I would want to take with this is to build out some of the assets, for example, make digital assets to be used on websites and social media profiles the company uses to promote itself and build identity awareness within its target audience. If I had more time, I would have liked to create the mock-ups from the ground up, rather than relying on templates I have purchased to be used where I need them. However, the bright side to this is I often utilize purchased templates as a reference when I build my own; they help provide learning material for how I can set up my layers in a Photoshop mock-up.

Apart from design technical skills, I also learned important project management skills during this project. I not only worked with someone in another field, but had to do so remotely, while taking classes and working a part-time job. I learned important communication skills for remote work and developed a good sense of how I like to break down and organize projects for myself and others. This is a project I would love to do again.