The Process
I’m Andrei Salagean, a 22-year-old Romanian Brand Identity Designer. I help purpose-driven brands build lasting legacies through visual identities that reflect their values and contribute to a better future.
I specialize in crafting brand systems that form strong, meaningful connections with audiences—whether for startups or established companies. My goal is to create design that’s not only innovative, but intentional.
I also encourage fellow creatives to design with impact in mind—because the work we create today shapes the world of tomorrow.
That’s why a clear, thoughtful process is essential—one I’ll walk you through in the next slides.
A brand identity is the visual and emotional expression of a brand, designed to create a consistent and memorable presence across all media.
It includes key elements such as the logo, color palette, messaging, typography, and brand collateral—each guided by a cohesive style guide and supporting assets.
Together, these components are carefully crafted to evoke specific feelings and associations, ensuring clarity and continuity whether the brand appears on a website, social media, packaging, or print.
A good project is done through collaboration and trust.
Step 1
Introductions
I understand that trust isn’t given freely—especially when it comes to something as important as your brand’s identity. It has to be earned.
That’s why, before I take on any new project, we start things off with a quick chat. This is a chance to get to know each other, understand your project scope and goals, and make sure the project is a good fit for both sides.
Step 2
Proposal
At this point, we’ve gathered a solid understanding of what you’re looking for. Based on that, we’ve outlined a proposed project scope and timeline for your review. This will give you a clear view of the path forward—though it’s flexible. This is your chance to fine-tune the scope to perfectly align with your brand’s needs. Once everything looks good, we’ll move ahead with signing the contract and kicking off the project.
Step 3
Discovery
Every project begins with a relaxed, open conversation.There’s no one-size-fits-all question that reveals the perfect brand. Instead, we focus on listening—to each key stakeholder. My goal is to gain a deep understanding of your brand, your unique perspective, and the full spectrum of needs, goals, and expectations you bring to the table.
Step 4
Positioning
This might be the longest meeting we’ll have throughout the entire process—and for good reason. During this session, we’ll define your company’s goals, identify the customers you currently attract, and create a profile of your ideal audience. We’ll also establish your brand’s look & feel and tone of voice.From this, I will develop the Brand Strategy Document—a key reference that will guide us through every step of the process.
Step 5
Stylescapes
Next, we’ll ensure that the words used to describe your brand and audience are translated into a clear visual direction. This is where stylescapes come into play.A stylescape is a curated panorama of images that visually represents the path we’ll take moving forward. You’ll be presented with 2–3 distinct versions, each offering a different stylistic approach. This is our final checkpoint before committing to the right creative direction.
Click to see stylescapes for a coffee corner brand
Click to see stylescapes for a carpenter worksop brand
Step 6
Identity Developement
Once the stylescape is approved, we move into the design phase. Creating your initial identity typically takes 2–4 weeks, though timing can vary depending on scope and schedules.You may hear from me occasionally with a few quick updates or questions—but don’t be concerned if things go quiet. That usually means I’m deep in the work, focused on turning ideas into meaningful design.
Step 7
Brand Work
As I develop your new brand, I will focus on both strength and flexibility. Before sharing anything with you, each identity option is thoroughly tested. It will be applied across a set of sample executions—like logos, colors, typography, example copy, and design elements—to see how everything works together in context. This ensures that every direction we present is not only visually compelling but also functional and adaptable across real-world applications.
Step 8
Presentation
Most branding projects include 2–3 distinct identity directions. I prioritize depth over quantity—each option is thoughtfully developed to fully meet your brand’s needs. In the presentation you’ll see logos, identity elements, and brandwork as a cohesive whole. Ideally, we’ll review it together with all key stakeholders to capture initial reactions and impressions. Of course, we’ll also provide a PDF afterward so you can revisit everything at your own pace.
Click to see a brand presentation for a Scandinavian furniture brand.
Click to see a brand presentation for a hot sauce brand.
Click to see a brand presentation for a burger shop.
Step 9
Refinement
A standard project scope includes two rounds of revisions.You’ll first review the initial designs and share your feedback. We’ll then revise and present updated versions for a second round of input before finalizing everything for approval. If further revisions are needed beyond that, an additional fee will apply. This structured process keeps feedback focused and efficient—saving time and energy for everyone involved.
Step 10
Brand Rollout
Once the brand is approved, it’s time to launch. For a typical identity project, I’ll deliver a complete package—including logo files in various formats, key design assets created during the process, and a comprehensive style guide. This stage often marks the beginning of additional design work as well, such as websites, branded merchandise, print collateral, or digital templates.
Looks like this is what your brand needs?
