My basic creative process.


Fundamental to creating strong brand elements is to clearly understand those unique needs. To ensure a successful project result it is essential that your designer understands and acknowledges a clear understanding of the goal.

Step 1: Discussion

Background information, needs and goals are pertinent to the development of the great creative. I will listen and then fully discuss what I understand about your input and goals. From there we’ll establish a plan, which will include objectives, budget parameters, a timeline and deliverables.

Step 2: Discovery

Following our initial discussions I will appropriately research the relevant market in an effort to put our needs and goals into context. It will help set a path for the design process.

Step 3: Concepting

I prefer to present clients with more than one “rough” concept. When applicable, developing multiple ideas is great way to discover a precise creative direction to develop. Upon seeing rough concepts, clients may realize that there are other possibilities never dreamt of. Or and at a minimum a rough concept should be a confirmation of understanding and approvable as an appropriate direction.

Step 4: Design

After feedback and input from the concept step, this is where we formalize our discoveries. It can be refining a specific rough concept or two, “versioning” out a direction to gain a more in-depth visual picture, focus groups can come into play or in some case finalizing and going straight to a deliverable. No two projects are the same, anything is possible.

Concepts for Boru's Bees Organic Honey packaging.
Step 5: Layouts

If applicable this is where refine and shape specific elements of a project. That could be anything from laying out versions of a poster with different languages, edits to specific body copy on package label, trying different colors in a background or different hero images, etc. We’ll stay on this step until it’s perfect.

Step 6: Finalize

Upon reaching perfect and at times after final edits we’ll lock down the design(s). With final approvals in hand, appropriate final artwork will be produced and delivered to either yourself or a vendor of choice.


This can be a logo and it’s file versions, a set of vector icons or a website taken live. Project completed. The deliverables can be printed pieces the client has produced after I supply final art and possible input on how to handle. Or I can be enlisted to handle final production, which I am more than happy to do to ensure a positive result.

By - Sean Maloney | Maloney Design