Corporate Identity
The challenge often presented by a client in many cases is managing the sheer amount of information they want to impart to the reader whilst presenting it in an attractive, eye-catching way. A whole page of plain text is never going to get read. Therefore I work with my clients to categorize their content into priority '1-3' text ('1' = headlines...'3' is body info). Once the copy has been ranked, a colour palette agreed upon and any logos/high-res images sourced, I like to start work with a clean layout, a unifying geometric or textural theme and a maximum of 3 typefaces. I usually produce 3 initial concepts to proof with the customer and then develop the chosen artwork with any amends to completion.
