RESEARCH & I

DEATI
ON
W ITH C HUKW U AD AEZE VIC TO RIA
W HO I
SIN THE GARDEN? A LI
TTLE

FI
NEGI
RL.
ChukwuAdaez eVi
ct or
ia,
popul
ar l
yknownasCAVi sa
creat
ivebranddesignerandstr
ategist
,wi
tharichtapest
ry
of7year sofex
per
ienceinshapingandelevat
ingbrand
i
denti
ties.

Adaezedr eamsinRGB,hasdesi
gnr
unni
ngthroughher
vei
ns,speaksfl
uentAdobeandhasablackbelti
n
Photoshop.

Outsi
deofherprofessi
onalendeavours,Adaezeisan
advocat
efordiversi
tyandinclusi
oninthecreati
veindustr
y.
Sheacti
vel
yment orsaspir
ingdesigner
s,encouragingthem
toembracetheiruniquevoicesandperspecti
ves.

I
fyouseehermut t
eri
ngt
ohersel
f,don’
tworr
y—it’
sjusther
negot
iati
ngwit
hthegodsofi
nter
netconnectionand
promi
singtost
artgoi
ngtot
hegym t omor
row.
THE I
MPACT OF

COLOR
BRANDRECOGNI
TION PURCHASEDECI
SIONS

80%
ofpeoplethi
nkcol
or
93%
saycol
orsar
ethe
enhancesbrand numberoneinf
luenci
ng
recogni
ti
on fact
ori
npurchases

ASSI
MIL
ATI
ONOFI
NFORMATI
ON

90%
RESEARCH PHASE
ofinf
ormationtrans
mitt
edt othebraini
s
vi
sual,andvis
ualsareprocess
ed60, 000
ti
mesf ast
erinthebrai
nt hant
ext.

SOURCE:
API
UMHUB.
COM
RESEARCH THE

CLI
ENT
Under st
andtheBr i
ef :Thefirstst
epis
understandi
ngyourcl i
ent’sdesignbri
ef.
Whatar etheobjectivesoft hepr oj
ect
? “Wearea
Whatmessagedot heywantt opass chosen,who
across?Whatar ethedesi r
edout comesor areyou?”
perfor
mancei ndicator s?

BrandResearch:Under st
andtheclient
's
brand(thei
rvalues,missi
on,t
one,and
exi
sti
ngvisualident
it
y).Thi
shelpsyoumak e
sureyourdesignali
gnswi tht
hebrand’s
personal
it
yandposi ti
oning.

TargetAudi ence:Researchthe
demogr aphic,psychographic,and
behavioralcharacteri
sti
csoftheintended
audience.Knowingwhoyouar edesigni
ng
forwil
lguidestyle,
tone,andusabi l
i
ty.
I
DENTI
FY THE PROBLEM

PROBLEM
Whypr
obl
em ar
etheyt
ryi
ngt
osol
ve?

Under st
andt hecorecommuni cat
ion
problem. I
tcouldbeat t
racti
ngmor e
customer s,r
einf
orcingtheirbrandidenti
ty,
or
l
aunchi ngapr oduct .
Whenyoucl earl
ydefi
ne
whatt heproblem is,i
thelpsshapet hedesign
solut
ion.
RESEARCH THE

MARKET
IndustryTrends:Wet
indeysupforout si
de?
Analyzethetrendswi
thinyourcl
i
ent’s
i
ndust r
y,i
dentif
ypopulardesi
gnstyl
es,
colorschemes, andt
ypography.Thi
shelps
youmak esurethedesignremai
nsrelevant
.

Compet i
torAnalysis:Studycompet i
tor
s'
vi
sualdesignsandst rategies,notewhat
workswellandwher et heremaybegaps.
Thegoalistodiff
erentiatethedesi gnwhil
e
adheri
ngt oindustr
yst andar ds.
RESEARCH THE

CUL
TURE
Hi
storyandI nspi
rati
on:Explor
edesi gn
movement s,vi
sualaestheti
cs,andcultural
i
nfl
uencesthatcani nspir
ethepr oj
ect.This
mightinvol
veresearchingpastwor ks,
art
movement s,andcultur
alsymbol s.

TrendResearch:Lookatcur rentdesign
tr
endsingraphicdesi gn,
typogr aphy,
l
ayout,andcolors.Thi
swillhelpyoumak e
designchoi
cesthatf eelf
resh.
THE RULE OF COLOR

CONTRAST
Cont
rastofHue Cont
rastofSat
urat
ion Cont
rastofVal
ue

I
DEATI
ONPHASE
BRAI
NSTORMI
NG

I
DEAS
Streetbehavi our:Star
twithabl ankcanvas
andj otdownal lt
hewor ds,ideas,
and
vi
sual sthatcomet omi ndwhent hinking
aboutt hepr oj
ect.Don’tfi
lt
erideas;letthem
fl
ow li
k emilkfr
om br easti
cles.

MindMappi ng:Creat eami ndmapwher e

MoodBoar ding:Gatherimages,textur
es,
colors,f
onts,andmat eri
alst
hatalignwi t
h
theclient’
sgoalsandbr andidentit
y.
Moodboar dshelpsetthetoneforthe
designandi nspir
efurtherexpl
orati
on.
RUGGED STREET

BEHAVI
OUR
MI
ND

MAPPI
NG
DESI
GN

RATI
ONALE
Eachdesi
gnconceptshoul
dhaveacl
earr
ati
onal
e.

Ex
plainhow theelementschosen—col
ors,t
ypography,
i
mager y—supportthecl
ient
’smessage,goals,
and
audienceprefer
ences.
MOOD

BOARDS
CONCEPT

SKETCHI
NG
Tr
ansl
atei
deasi
ntor
oughsk
etches.

•Focusondiff
erentl
ayout
s,composi
ti
ons,
andvisualel
ements.

Att
hisst
age,not
oothi
nkam o.
Quant
it
yis
moreimport
antt
hanqual
it
y.
CONCEPT SELECTI
ON AND

REFI
NEMENT
Selecti
ngIdeas:Review t
hebr ai
nstormed
i
deasandsk etches,el
iminat
ingthoset hat
don’tali
gnwitht heproj
ectgoalsorclient’
s
visi
on.Sel
ectthemostpr omisingconcept s
forfur
therdevelopmentinyoursof t
war e.

Gbera:Refi
net hechosenconcept s,add
det
ailtothesk et
ches, andadjustthel
ayout
andelement sforvisualbal
ance, r
eadabil
i
ty,
andeffecti
veness.Thengoi ntoyour
f
avourit
esof t
war eandcr eatemagi c.
THANK YOU!