Communications Design. In Kasey's terms.
Communications design is all about how to communicate a message, product, or brand through varying graphic design elements whether it be typography, imagery, illustration etc.
Taking a consumer focused approach, comm. design sets itself apart from other concentrations of art & design by focusing on how you can design to a targeted audience, with the ultimate goal of them wanting to invest, purchase or trust your product. You want them to believe the message you're designing for. And I'm all about the process.
Allow me take you through how I work. All sketches and images shown come from my process of projects shown within this portfolio.
Ideas come to me in many ways. Driving in the car, sometimes in a dream, and yes, in the shower. I try to look at the world with curiosity and a desire to problem solve. Creativity is never a linear expression, and I believe my designs encapsulate a childlike state of wonder and constant state of discovery.
Now it’s time to start thinking about how your idea will take form, and the means in which it will require. Could it be a website? Or would it best present itself as a publication. Start to distinguish your ideas target audience, price point and the type of consumer category it falls under. I like to begin by creating mind maps and simply getting my thoughts on paper. And remember, nothing is set in stone. The best ideas are able to be communicated as an elevator pitch. Unnecessary length and detail just leaves more room for confusion. Your idea must be clear, unique and distinguished in it’s own right- concept is where all else stems from.
I love digging deep into the research. Whether it be watching a 9 season History Channel series, or seeking the input of friends and family knowledgeable to the subject I’m designing for, there’s no bounds that research can’t go. Usually I take in articles, videos and any form of media I can get my hands on and just start writing things down. Through this jumble of words I've created some of my best logos, advertisements and copywriting. This stage definitely assists in living out my childhood dreams of being an archeologist or forensic scientist. Don't worry- I'm sticking to design as a profession. But I love seeing what I can discover.
What story is your design telling- and how can your research support it?
Though it may sometimes feel early to start designing, you have to start somewhere. What kind of space does your product live in? Is it for the metropolitan city chick, or the nature lover? Initial logo sketches, as well as distinguishing a color palette and font selection is where I like to start. Choosing elements that design for a cohesive brand voice begins to build the tone of your brand, and will speak to your overall message.
Through willingness to change, diversity of perspective and openness to critique can a brand go from good to great. I see my design as ever-evolving, and believe that it’s final state is exactly how it’s meant to be. Be fearless in your approach to revisions, and don't be afraid to take a step back and revisit your work after some time has passed. As they say, Rome wasn't built in a day. Self reflection and interacting with collaborators or like-minded individuals is key.
The in between of brainstorming to final product is pure magic. I’m obsessed with the experience of the ideas in my head becoming a material reality. And this stage is the time to celebrate.
Behind the scenes: