Designing with purpose
The conceptual brand design journey
At VIKA, we create brand designs inspired by your company’s image, history, and ambitions. Through research, conceptualization, and iterative design, we develop visual elements aligned with your brand strategy. Our process ensures cohesive and effective brand representation across all channels, resonating authentically with your target audience.
VIKA believe in a conceptually based identity design process that draws inspiration directly from your company’s image, history, and ambitions. Here’s how we work with our clients to create a brand design that truly captures the essence of your brand:
Research and discovery
We begin by conducting thorough research into your company’s history, values, mission, and goals. We analyze your existing assets, including logos, colors, typography, and imagery, to understand your current visual identity and identify areas for improvement or evolution.
Brand strategy development
Building on our research into your company and its ambitions, VIKA work to define or refine your current strategy. We seek to clarify your business narrative, looking at unique selling points (USPs), target audiences, brand personality, and market positioning, so we can establish a clear foundation from which to start the identity design process.

Conceptualization and Ideation
Drawing on these insights, we will start creating concept designs that reflect our findings and align with your company’s image, history, and ambitions. We will explore a range of different concepts, themes, and motifs that we believe encapsulate your brand’s identity and evoke the desired emotions and perceptions from your audience.
Identity landscapes and sketches
We will build a design landscape of built from our research. and apply this to rough sketches to visualize design concepts as well as systems for presenting the design, e.g. potential formats, interventions, events and merchandise. This phase is bespoke to each client but is likely include inspiration images, color palettes, typography samples, and other visual references that help convey the proposed design direction. These will be presented to you for consideration and feedback.
Iterative design
Initial design concepts are reduced, and iterations are based our resposnes to your feedback. Over these rounds, we will refine and evolve our visuals to better reflect your company’s image. This may involve multiple rounds of revisions and adjustments, with application to a range of materials, processes and situations until the final design direction is approved.


Visual identity development
Once the design direction is understood, we begin developing the visual elements of your brand identity, including the logo, color palette, typography, imagery, and graphic elements. We ensure that these elements are cohesive, consistent, and aligned with your brand strategy and positioning.

Application and implementation
Once the graphic identity is nearing completion, we test drive your newly developed brand identity across various pre-agreed touchpoints and communication channels, including stationery, marketing collateral, packaging, signage, digital platforms.
We are looking for a combination of flexibility and power. So we consider factors such as scalability, adaptability, and usability to ensure that the identity design is effective and versatile in different contexts. It may be necessary to conduct another few rounds of iterative design, or refinement at this stage.
Brand guidelines creation
Once we have a new identity assigned to your first round of products, we document the brand identity guidelines, outlining the usage rules and specifications for the visual elements. These guidelines will serve you as a reference tool for internal and external stakeholders, ensuring consistent and cohesive brand representation across all channels and applications.
Throughout the entire process, collaboration, communication, and alignment between our graphic designers and your company stakeholders are essential to achieving a successful identity design that authentically reflects your company’s image, history, and ambitions while effectively resonating with your target audience.
For more information on how VIKA can help you with your brand, you can book in a free Half-hour Consultation by emailing hello@vikabooks.com