Compiling a mood board and stuffing it with all kinds of inspiring images.
Brainstorming on paper.
Opening graphics software and putting flesh on bones of our ideas. Concept one.
Drawing a second concept: a spinning top and moon.
Art director: The spinning top is ok, but the text is not legible.
Working on the type. Taming the hopping & skipping letters, while leaving them set in different sizes.
Combining the text with the graphics and analyzing the result.
Presenting the concept to the customer.
The customer approves the idea in general but requests some modifications. The company will do charity work as well as a project for the Ministry of Defence. The spinning top is a keeper, while the text needs to reflect the new business direction.
Preparing two variations.
The art director selects the first version which goes into production.