Visual Identity

what it is and how it is done

The importance of Branding 

  If you are considering to hire a graphic designer for your business, I assume that you do realize how important your brand’s visual component is.

  Visual identity is way more than just a logo and matching colors. The goal of your brand’s visuals is to awaken senses, emotions and create connection between your brand’s character and your ideal client, ultimately leading to a strong and positive brand associations.

art gallery logo design inspirational branding

visual identity design for contemporary art gallery

The role of Design in Branding

  There are several tools in building up your brand, and design is one of the most important ones. Design makes your brand values, features, quality, market advantage and personality visible.

  However, for the design to work this way, you need to make sure that you identify all those attributes before approaching a graphic designer. Yes, you do need to do an extensive homework before requesting a logo.

  As a designer with 10 years of marketing experience, I cannot stress enough the importance of deep diving into the very essence of your brand before creating any visuals. This is why I structured a comprehensive workflow to help you cover most of the strategy aspects before we begin with the design.

And if you would like some expert advice on Brand Strategy part, I offer fantastic packages to help you get started.

Moodboard fashion e-commerce women fashion brand

final moodboard for online fashion store

My workflow

  Before anything else, we will have an initial call, so you can learn more about me and I can get to know you and your project better. It is imperative for me to have a good idea about your business, your timeline, your expectations and

most importantly to understand why you need branding.


  After an initial call you will receive a proposal with detailed quote, timeline and deliverables.

  Once the contract is signed and deposit is received, the work begins. 

brand logo design process

Stage 1  |  Discovery 

  Coming from marketing background, I understand the importance of your brand visuals being relevant. Relevant to your audience, relevant to the market, relevant to the competition, relevant to your brand story, relevant to your brand goals and so on.

  So yes - what we are going to do first is to discover all that. I have created a comprehensive brand questionnaire that covers all important areas of your brand strategy to help me get your vision right. 

Stage 2  |  Moodboard Mapping

  Once I get the questionnaire back, I’ll be creating moodboards based on the information you provided for me, and at the same time, already starting with conceptualization. Then we hop on a call and go through moodboards together to define and agree that we look at the same direction. 

Stage 3  |  Concept Development

  This is hands down my favorite stage of every project. Based on the outcome from Discovery and Moodboard Mapping, I am going to develop at least 3 different concepts for your logo and brand. They will be relevant to your brand image, but will be completely different in their visual essence. 

  You will have to explore different possibilities with your business image, and there is no better way than seeing completely different ideas applied to one brand. 

Stage 4  |  Refinement 

  Through concept development we are looking for a perfect match for your business. But concepts are in a way just digital sketches, and once we found your perfect match, we move on the next stage - refining the little details, customizing the fonts and exploring the color palettes.  

Stage 5  |  Visual Identity Application 

  So your logo is done, your color palette is done, and now it is time to ensure all your marketing tools, printed or digital, convey the same message. I can help you with business cards and flyers design, printed and digital collaterals, social media branding, branded presentations, website design, email campaign design and many other aspects, to have you all set for your business launch. 

logo on the wall mock up logo signage street art

logo application as wall art


  What if you already have a logo and all that, but for some reason it doesn't suit your business needs anymore? Maybe your target audience changed, or market situation has evolved, or you added new product or service? 

  Whatever it is, the process of rebranding remains almost the same, as creating a new brand. It is way more that just "tweaking the existing logo". We will rediscover your brand together in order for your business to move forward.  

Are you ready to make the business

visual and visible? 

katya haro design