Every brand tells a story—our job is to help you shape it with clarity, purpose, and a visual identity that connects. Whether we’re creating something new or evolving what you already have, our design process is collaborative and tailored to your needs.
The Design Process at OCULAR
Updates
Brand Audit
We start by getting the full picture. The audit helps us understand your current brand landscape—what’s working, what’s missing, and where we can help. From visual assets to long-term brand goals, this step lays the groundwork for a meaningful and strategic design direction.
We look at things like:
Existing brand assets and guidelines
Your ideal client or audience
Your future vision (Where do you want the brand to be in 5 years?)
Where design can help create impact
Brand Workshop
Next, we dive deeper. Through a collaborative, hands-on workshop, we’ll help you uncover the purpose, personality, and beliefs behind your brand. This is about finding your core truth—the thing that makes your brand tick. From there, we define your brand proposition and values to guide everything that follows.
Key outcomes:
Brand values
Brand proposition
Clear direction for design development
Creative Brief
Once we’ve got clarity on the brand, we capture the key project requirements in a flexible briefing doc. This becomes our north star throughout the project, covering everything from deliverables and deadlines to budget and approval process.
The brief includes:
Project goals and timelines
Budget confirmation
Point of contact for feedback and approvals
List of required design deliverables
Moodboarding
Now we start exploring visual direction. We use moodboards to gather ideas, spark conversation, and test design aesthetics. This is where we start to shape the tone and look of your brand—from colours and typography to imagery and layout references.
This phase is collaborative—we’ll refine together until the creative direction feels just right.
Design Concepts
Once the mood is set, we present three design concepts rooted in everything we’ve uncovered so far. These concepts are built to reflect your brand values and connect with your audience.
We allow for up to three rounds of revisions here, but usually we don’t need them all—our process means we’ve already aligned on the big picture before we get to this stage.
At this stage we sign off on:
The chosen design concept
Logo design
Colour palette
Core visual direction
Brand Guidelines
With the key design assets locked in, we create a set of brand guidelines to keep everything consistent. These are your go-to rules for applying your brand across future collateral—covering logo usage, colour systems, typography, tone, and more.
Your brand guidelines include:
Logo lockups and usage
Colour palette and type hierarchy
Design examples and do/don’ts
Asset Rollout
With your new identity in place, we roll out the deliverables agreed on in the brief. Whether it’s digital assets, social templates, business cards, or pitch decks—every touchpoint will reflect your brand’s purpose and personality.