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This brand perfected basics, here's how.
The activewear brand loved by celebs. But what's behind their success?
We’re obsessed with Reformation — and there's two big reasons why.
The surprising evolution of this everyday store.
How Jess Hunt brought this brand to life through brand activations.
Everything starts with a brief. In the same way a meal begins with a recipe, a game with rules, or handywork with instructions, you need to know your starting point and your end goal—points A and B. Brand strategy is integral to this process. I often call it the brand’s DNA, where we translate strategic goals into tangible words that visually express the brand’s identity.
Have a strong questionnaire for your client to fill out. This is the most important part of the process because we ask all the questions that allow us to understand their brand. It gives us the depth needed to create a brand with real strategy, not just personal preference. A brand built on strategy connects with its audience—personal taste alone won’t do that.
I begin with a strategy workshop. This initial stage provides valuable insights that guide the visual direction. Organise a call with the client to explore key areas: motivations, core values, mission, and the impact they want to make. From there, work with them to craft a compelling brand story where they become the ‘hero’ for their audience. This narrative serves as the backbone for creating a concept that positions them for long-term success.
Before I even reach for my phone or tablet, I look for inspiration within myself. I think about everything I know about the brand so far and try to internalise those details. As a child, I always had a fertile imagination; I read a lot and invented my own stories; developing a brand concept feels just like that.
I have a four-stage process that begins with breaking down the brand’s DNA—the words and ideas that define it. It’s what I call the verbal identity. From there, we move into creative direction—how the brand will visually come to life. Once that’s clear, I bring it all together with logos, colours, fonts, and shapes, taking it one step at a time to keep the vision cohesive. It's important to take your time. Don't rush.
Discovering a brand’s core and capturing it in every line and vector is at the heart of my process. It often feels like entering a trance, where I give in to creativity and let the brand's identity speak through me. My approach is heavily concept-driven, so I keep the brand’s direction printed and pinned up for reference. The spark usually happens on that first call with my client, and they talk about their brand and why they chose Audelà—it’s the ultimate inspiration.
I follow three phases: discovery and research, storytelling, and visual identity. It starts with deep research into the brand’s values, audience, and positioning. This research serves as the foundation and guides my entire process. Then comes storytelling, which creates an emotional connection. Once the story is clear, I translate it into the brand’s visual identity. These elements bring the story to life, helping the brand stand out and stay true to its message.
I want clients to experience the concept, so I use tools like Midjourney and Runway, playing with animations and sounds to make it immersive. Mock-ups, social media examples, and even campaigns all help clients see the brand in action. It’s about creating a vision they can step into.
Present with explanation. This is big—and sometimes tricky for creatives! Remember, the client isn’t a designer, and they don’t think like you. So its all in the way you explain. Trust me, it makes all the difference.
Presentations depend on the scope of the project. For branding, we present two initial concepts. The goal is to make the client see their brand in action. I use mockups that reflect their industry, so if it’s a salon, they’re seeing the logo on a salon window. The more realistic it feels, the better the feedback and trust.
I create a presentation that shows each design element and explains why I made those choices. I also include examples of the brand identity in action, showing how it would function in real-world scenarios. This helps the client move beyond seeing branding as ‘just a logo’ and instead as a complete ecosystem. By showing how each piece fits together, clients see the full potential of what we’re creating.
Separate, separate, separate. Remove yourself from the work. My art teacher used to make us spend weeks pouring our heart and soul into an artpiece just to make us tear it up or set it alight. This taught us to remove ourselves from the work. Client feedback should never feel personal. It should never make you feel like you did shitwork. It’s actually there to guide where the brand goes next.
Feedback is probably the hardest part. I provide clients with a ‘How To’ guide for feedback to set the tone. If feedback is constructive, it gives me a clear indication of how to move forward. But, I won’t sugarcoat: if a client is strong-minded and set on something, it will be challenging. That’s why I also use a feedback form that guides them in providing specific and helpful comments.
My feedback process starts with a ‘Providing the Best Feedback’ guide, which has improved the quality of input I get. Constructive feedback helps me design brands clients genuinely love and supports my growth as a designer.
Feedback is always important—I always encourage clients to be as transparent, open and honest as possible. It’s not personal; it’s about efficiency. Regular updates and interim results help make feedback a natural part of the workflow.
In the past, I used to feel defensive if feedback wasn’t positive. It's a natural, knee-jerk reaction to think, "How could they not like this?!" Now, I ask clients for visual references if they think something feels off. I’m not a mind reader, and if we've already agreed on the creative direction but something feels off later, that feedback needs to be visual and tangible. Some of my best work comes from collaborating with clients who provide thoughtful feedback.
My clients are amazing, and they often bring fresh ideas to the table. I love it. I treat branding as a collaboration, not a one-way process. Clients push me to view things from new perspectives, and their input helps me grow. There’s little growth without feedback!
Feedback is key to creating designs that resonate deeply with the client’s vision. I approach it with an open mind and a collaborative spirit, using it to refine and strengthen the work. By explaining the reasoning behind each design choice, we engage in a dialogue that makes the outcome even stronger.
When it comes to building brands, every designer has a unique style, but the recipe for success is pretty universal: start with strategy, show with confidence, and refine with resilience. Whether they’re sketching, storytelling, or pinning concepts to mood boards, these designers prove that a brand’s success isn’t just about looking good—it’s about connecting.
Sign up for our newsletter to receive weekly case studies and insights from Brand Insider.
This brand perfected basics, here's how.
The activewear brand loved by celebs. But what's behind their success?
We’re obsessed with Reformation — and there's two big reasons why.
The surprising evolution of this everyday store.
How Jess Hunt brought this brand to life through brand activations.
While the brands mentioned are not sponsored or paid advertisements, some of the products highlighted may earn us a commission.
Everything starts with a brief. In the same way a meal begins with a recipe, a game with rules, or handywork with instructions, you need to know your starting point and your end goal—points A and B. Brand strategy is integral to this process. I often call it the brand’s DNA, where we translate strategic goals into tangible words that visually express the brand’s identity.
Have a strong questionnaire for your client to fill out. This is the most important part of the process because we ask all the questions that allow us to understand their brand. It gives us the depth needed to create a brand with real strategy, not just personal preference. A brand built on strategy connects with its audience—personal taste alone won’t do that.
I begin with a strategy workshop. This initial stage provides valuable insights that guide the visual direction. Organise a call with the client to explore key areas: motivations, core values, mission, and the impact they want to make. From there, work with them to craft a compelling brand story where they become the ‘hero’ for their audience. This narrative serves as the backbone for creating a concept that positions them for long-term success.
Before I even reach for my phone or tablet, I look for inspiration within myself. I think about everything I know about the brand so far and try to internalise those details. As a child, I always had a fertile imagination; I read a lot and invented my own stories; developing a brand concept feels just like that.
I have a four-stage process that begins with breaking down the brand’s DNA—the words and ideas that define it. It’s what I call the verbal identity. From there, we move into creative direction—how the brand will visually come to life. Once that’s clear, I bring it all together with logos, colours, fonts, and shapes, taking it one step at a time to keep the vision cohesive. It's important to take your time. Don't rush.
Discovering a brand’s core and capturing it in every line and vector is at the heart of my process. It often feels like entering a trance, where I give in to creativity and let the brand's identity speak through me. My approach is heavily concept-driven, so I keep the brand’s direction printed and pinned up for reference. The spark usually happens on that first call with my client, and they talk about their brand and why they chose Audelà—it’s the ultimate inspiration.
I follow three phases: discovery and research, storytelling, and visual identity. It starts with deep research into the brand’s values, audience, and positioning. This research serves as the foundation and guides my entire process. Then comes storytelling, which creates an emotional connection. Once the story is clear, I translate it into the brand’s visual identity. These elements bring the story to life, helping the brand stand out and stay true to its message.
I want clients to experience the concept, so I use tools like Midjourney and Runway, playing with animations and sounds to make it immersive. Mock-ups, social media examples, and even campaigns all help clients see the brand in action. It’s about creating a vision they can step into.
Present with explanation. This is big—and sometimes tricky for creatives! Remember, the client isn’t a designer, and they don’t think like you. So its all in the way you explain. Trust me, it makes all the difference.
Presentations depend on the scope of the project. For branding, we present two initial concepts. The goal is to make the client see their brand in action. I use mockups that reflect their industry, so if it’s a salon, they’re seeing the logo on a salon window. The more realistic it feels, the better the feedback and trust.
I create a presentation that shows each design element and explains why I made those choices. I also include examples of the brand identity in action, showing how it would function in real-world scenarios. This helps the client move beyond seeing branding as ‘just a logo’ and instead as a complete ecosystem. By showing how each piece fits together, clients see the full potential of what we’re creating.
Separate, separate, separate. Remove yourself from the work. My art teacher used to make us spend weeks pouring our heart and soul into an artpiece just to make us tear it up or set it alight. This taught us to remove ourselves from the work. Client feedback should never feel personal. It should never make you feel like you did shitwork. It’s actually there to guide where the brand goes next.
Feedback is probably the hardest part. I provide clients with a ‘How To’ guide for feedback to set the tone. If feedback is constructive, it gives me a clear indication of how to move forward. But, I won’t sugarcoat: if a client is strong-minded and set on something, it will be challenging. That’s why I also use a feedback form that guides them in providing specific and helpful comments.
My feedback process starts with a ‘Providing the Best Feedback’ guide, which has improved the quality of input I get. Constructive feedback helps me design brands clients genuinely love and supports my growth as a designer.
Feedback is always important—I always encourage clients to be as transparent, open and honest as possible. It’s not personal; it’s about efficiency. Regular updates and interim results help make feedback a natural part of the workflow.
In the past, I used to feel defensive if feedback wasn’t positive. It's a natural, knee-jerk reaction to think, "How could they not like this?!" Now, I ask clients for visual references if they think something feels off. I’m not a mind reader, and if we've already agreed on the creative direction but something feels off later, that feedback needs to be visual and tangible. Some of my best work comes from collaborating with clients who provide thoughtful feedback.
My clients are amazing, and they often bring fresh ideas to the table. I love it. I treat branding as a collaboration, not a one-way process. Clients push me to view things from new perspectives, and their input helps me grow. There’s little growth without feedback!
Feedback is key to creating designs that resonate deeply with the client’s vision. I approach it with an open mind and a collaborative spirit, using it to refine and strengthen the work. By explaining the reasoning behind each design choice, we engage in a dialogue that makes the outcome even stronger.
When it comes to building brands, every designer has a unique style, but the recipe for success is pretty universal: start with strategy, show with confidence, and refine with resilience. Whether they’re sketching, storytelling, or pinning concepts to mood boards, these designers prove that a brand’s success isn’t just about looking good—it’s about connecting.
Sign up for our newsletter to receive the latest brand news and insights from Brand Insider.
