I thought it would be useful to share an overview of the 'Carrara Aesthetics' identity I developed (as seen in some of the class lessons).

Won't share every sketch and iteration here; but this should provide a general overview of the stages, applying the process from the course. Please scroll through and see the entire journey at a glance:

Brand Identity Design: Carrara Aesthetics - image 1 - student project

...and perhaps the most important part; how did the client find the process, journey and end result?

Brand Identity Design: Carrara Aesthetics - image 26 - student project

Notice Ishana said; "allowed both of us to work together to get a stunning final result". Using this process (showing various stages 'behind the scenes') she felt a part of the journey, and the end result was collaborative.

I truly believe this process takes 'Agency level' brand identity design, scales it down (without trimming off the essentials) and makes it attainable for the many smaller businesses who need it - not to mention viable for the designer.

Before figuring out where to focus my efforts, I was spending literally double the time working through the process (trying to copy the Design Agency / Larger Studio approach in it's entirity). Trim your process down to include just the stages outlined in the class; (or, upscale your process to include more value and then charge accordingly) and I'm sure you will enjoy similar results!

Jason Miller

Freelance Graphic Designer

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