My first impression was that the logo appeared visually cluttered, with three distinct elements—the top banner, central shield with the "Z," and bottom ribbon—that feel disconnected. This gives the impression of multiple logos cramped together. The overall design seems generic and lacks a cohesive flow, contributing to the perception of it being quickly crafted or using common design templates. Simplifying and unifying these elements would improve its professionalism and balance.

In addition, I recognised that the core purpose of the business, which he explained to me during our catch-up, was not expressed visually.

First impressions are crucial. I advised Karl to invest in brand identity and asset creation prior to launch to ensure the business presents a strong and cohesive image from the start.

His investments included:

• Facilitation of a fast-paced workshop session to define the brand's attributes, personality, values, and tone of voice. Additionally, we developed one customer persona to align the brand with its target audience.

• Development of a cohesive brand system and identity.

• Translating the brand foundation into visual deliverables such as the logo, brand colours, typography, visual style (including iconography and photography), and brand collateral. To achieve these visual deliverables, I collaborated closely with visual designer Anna-Maija Alanissi.

  
  

In this case study, I’ll focus on my role in the design development process showcasing how our methodical approach led to design outcomes that resonate with our target audience.

DESIGN PHASE

After facilitating strategy & brand workshop, I gathered all intel and wrote a creative brief which I introduced and briefed visual designer Anna-Maija about:

The brand and the company,
Our mission,
Timeframe,
For whom (customer/user) we will be designing for,
and Deliverables.

STYLESCAPES

Why I Use Stylescapes in My Workflow

I’ve made Stylescapes a core part of my process because they’re an incredibly effective tool for bridging the gap between strategy and design. Here’s why:

• Cost-effective adjustments: It’s far easier (and less painful) to refine ideas early on before diving into the full design phase.

• Clear creative direction: Stylescapes provide a high-fidelity preview of our creative path, making the process more straightforward.

• Avoiding missteps: They help us identify and correct potential misalignment at an early stage.

• Connecting to the audience: They visually capture the customer persona and the “world” we’re building for them within the brand.

• Collaborative decision-making: Stylescapes encourage client participation, helping to co-create a vision and encourage confidence in the chosen direction.

What Are Stylescapes?

Stylescapes are a curated collection of “found” images that I use during the pre-production phase of design. Think of them as rapid prototypes that act as a visual roadmap to guide decisions and gather feedback. They go beyond mood boards, offering a refined and intentional tool for aligning with clients on a shared vision.

How Stylescapes Work

Here’s how I bring them to life: I take the insights from the strategy phase—everything from the brand’s tone and values to its customer persona and positioning—and transform them into visuals.

This involves curating specific images, textures, typography, and other design elements that reflect the brand’s foundation and direction. These components come together to create a cohesive visual narrative that bridges strategy and design.

By grounding visuals in strategy, we ensure the final design resonates with the target audience and feels authentic to the brand. Stylescapes align everyone—me, my team, and the client—on a clear creative path, reducing guesswork and streamlining the design process.

For Communicatorz Academy, logo concepts where developed simultaneously with the stylescapes, allowing us to explore different directions and adjust as needed: