The Image Works Studio Design Process

8/8/2019 The Image Works Studio Design Process

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3859 Centerview Drive, Suite 400, Chantilly, VA 20151 • (800) 305-8573 • www.imageworksstudio.com

Beyond Branding

Presented by

Scott Margenau, Chief Brand Strategist

ImageWorks Studio

The Design Process:Thinking and Performing Outside the Box



www.imageworksstudio.com

Beyond Branding The Design Process

What We’ll Cover

• Dene Design.

• Discuss “Old School” Methodologies and why theydon’t work in today’s technology-driven marketplace.

• Share with you a New Model that stimulates the

creative process and maximizes results.





What is Design?

Design is the thought process, planning,and

artistic endeavors that results in the creation

of an entity.





The Rational ModelPre-production design :

• Design brief or Parti – an early (often the beginning) statement of design goals

• Analysis – analysis of current design goals

• Research – investigating similar design solutions in the eld or related topics

• Specication – specifying requirements of a design solution for a product (product design

specication) or service.

• Problem solving – conceptualizing and documenting design solutions

• Presentation – presenting design solutions

Design during production :

• Development – continuation and improvement of a designed solution

• Testing – in situ testing a designed solution

Post-production design feedback for future designs :• Implementation – introducing the designed solution into the environment

• Evaluation and conclusion – summary of process and results, including constructive

criticism and suggestions for future improvements

Redesign – any or all stages in the design process repeated (with corrections made) at any time

before, during, or after production.





Why “Old School” Methodologies Don’t Work

• Designers do not act as the rational model suggests.

• Unrealistic assumptions – goals are often unknownwhen a design project begins, and the requirements

and constraints continue to change.

• It’s more outdated than the Macarena!





The “Creative” Design Model

A model based on components of BOTH popular

design models AND real world experience.





The “Creative” Design Model

Benets:

• Design uses creativity and emotion (as opposed to anengineered philosophy)

• The process is exible and intelligent





The “Creative” Design Process

• Design Discovery

• Idea Generation

• Design Phase

• Revise, Enhance, Enhance, Finalize





Design Discovery

• Research: Spend the time to get to know the industry

(internal or external), use and history of the design

project. Study other designs that have worked andeven those that have failed.

• Dene the audience: (Psychographics) Who are

they? What are their personalities? What do they like

or dislike? What matters to them? What is their workenvironment like?





Design Discovery

• Design Requirements: What mediums are

necessary to engage the client audience and what

design tools and technologies will be used tocomplete the project?

• Set Design Goals: What are we trying to

accomplish and why? What problem does it solve?

What look and feel should it emanate?





Idea Generation

• Brainstorming

• Mind Mapping

• Visual Direction





Brainstorming

• Establish a time limit. Break the time into components

of the project.

• Start brainstorming! Always start with dening the

project and your goals.

• After you have nished brainstorming, review your

ideas and plan a follow up session to make decisionsabout the presented thoughts.





Mind Mapping!





Visual Direction

• Visual Direction brings compelling, benet-oriented content

together with imagery that reinforces your mission message

in order to get a customer’s attention and motivate them to

take a desired action.

• After Brainstorming and/or Mind Mapping, Visual Direction

describes what the design will do and gives insight into what it

will look like.

• Visual Direction can save lots of time and makes sure you

aren’t “barking up the wrong tree.”

• Get an approved Visual Direction before starting any project.





Design Phase

• Idea Generation as a basis. Think: “no limits.”

• Determine Design Elements:- Imagery (What imagery will you need to buy, shoot, alter, etc.)

- Textures

- Buzz Words, Slogans, Tag Lines

- Color Scheme

- Typography and layout style





Design Phase

• Continuity – provide guidelines to dene examples of the

design elements and their application and variation throughout

multiple mediums such as print, web and multimedia/video.

Creates visual continuity enforcing the business or missionmessage by consistent communication in all mediums.

• Customization – What level of customization is required?

Will you need to make your own charts and graphs? Consider

doing a mini discovery and idea generation for each of these

additional components.

• Proofs – How will your project be proofed? Plan for the

presentation, when required.





Revise & Enhance

• Don’t be satised

• Second guess everything

• Seek opinions of your “Circle of Inuence” and people

you trust

• Sleep on it….





Revise & Enhance

• Sleep on it some more…

• Cleanse your palette with ginger root. Drink Green tea, take

some Echinacea.

• Re-analyze your design with a fresh mind, and a new

objectivity.

• Revisit your idea, your visual direction, your designcomponents.

• Repeat and perfect.





Summary

• Design is the thought process, planning, and artistic

endeavors that results in the creation of an entity …

• The Rational Model Doesn’t Work

• The Creative Model DOES work!

• The Creative Model has four phases: Discovery, Idea

Generation, Design, Enhance & Revise.

• The Creative Model works freeform, not sequentially. Feel

free to bounce around to perfect your designs!





Thank You!

You can download this presentation at:

www.imageworksstudio.com/designmodel

Scott Margenau

Founder & President

ImageWorks Studio

For more information about our company, philosophies, and processes, please

visit www.ImageworksStudio.com or call us at 1-800-308-8573.

Documents

The Image Works Studio Design Process