This is an example of how I used some of what I've seen and gathered to create an identity for a science writer and broadcaster.
I tied together what I knew about her, which my own perception of what that might mean if it were to be represented as a graphic and 'look'. I combined my research on her, with an intuitive response to how that could be translated.
From that I put together this package of design concepts for her branding. I gave her the brief overview of my approach (previous page) then moved into a more descriptive outline that suggests mood, concepts, key directions, key words - so she knows where I've come from with this idea.
Because I've always worked with patterns, I re-appropriated an element of an old piece I'd done, and created a visual which I thought would fit with the key direction/concept.
Combined with that I thought about what fonts would relate to the key concepts, the patterns and overall mood.
I tried to find a couple of font options that sat well with the pattern and my perception of her.
Then I put together a set of approaches to how that would work in practice. SImple brand pieces such as business cards, headers etc were my first approach because I hadn't been given a brief on what she specifically wanted.
I showed enough options that indicated I'd played around with variations...that showed there was some flexibility in how she could choose the final design.
And the headers I left purposefully simple, because the detail was conveyed by the business card options.
But I did want her to be able to 'buy into' the brand look so I showed one example of the header in context of her biography