Frequently Asked Questions About Will Paterson Brand Identity Deep Dive Method
22 answers covering everything from basics to advanced usage.
// Basics
What does 'all-in-one workspace' mean in this method?
It means keeping moodboarding, vector logo work, raster photo manipulation, social media templates, and brand guidelines all within a single application instead of switching apps between stages. Switching apps breaks flow and fragments the project, making it harder to pull elements across stages. Staying in one workspace preserves momentum and lets you reuse assets freely.
What are archetypical naming conventions in moodboarding?
They're descriptor words used during moodboarding to define the emotional and aesthetic territory of a brand — words like playful, monolithic, or vibrant. Extracted and named alongside your color palette, these keywords guide every subsequent design decision and give the client concrete language to align on during the mood board sign-off.
What is artboard staging and why does it matter?
Artboard staging is the practice of placing each logo concept or iteration on its own artboard, then duplicating and editing across artboards freely and at speed. It's the core ideation engine of the workflow. The freedom to iterate without being precious is what lets you explore enough concepts to actually find the right one.
What inputs do I need before kicking off a brand project?
You need three required inputs: the client brand name, brand keywords or feelings the client wants to evoke, and the industry and audience context. Two optional inputs help too: the client's deliverable format (Canva, PDF, social templates) and any existing visual references or competitor logos they've already provided.
// How To
How do I build the mood board in step one?
Create a page layout document with a master page and a modular grid, then use the frame tool to place images within grid-locked frames. Pull in references that communicate vibe and feeling, not just literal examples. Extract and name the emerging color palette and archetypical keywords, then present it on a client call and secure explicit visual alignment before proceeding.
How should I sketch logo ideas before going digital?
Work alone with traditional tools first — paper, Procreate, or calligraphy pens like a Pilot Parallel for gothic or blackletter influence. Generate many rough ideas without self-censorship, then import screenshots into your digital workspace as reference layers. This phase unlocks creativity and pulls you out of digital-native ruts. Never show these raw sketches to the client.
How do I structure the first client presentation?
Open a separate layout document with a dark master, a light master, and a modular grid. Build slides that tell the story: show the initial direction, then the concept in isolation, then the concept in context. Present two to three distinct directions, walk through each on a client call, and gather directional feedback rather than asking them to pick a final logo.
How do I build the brand guidelines document?
Create a guidelines document in your layout workspace including clear space rules (presented with a rule-of-thirds layout), the color palette with values, the typography system, logo variations, and do/don't examples. Design each element in the working file and import it directly. Export as a PDF for formal delivery and optionally upload to the client's Canva workspace.
How do I handle client handover cleanly?
Export final assets in the formats the client's team actually uses — JPEG, PNG, SVG, PDF, or direct-to-Canva export. If the client uses Canva, export directly to their Canva location so their team can access it. Deliver the guidelines PDF alongside the assets, and confirm the client can locate, open, and use all files before closing the project.
// Troubleshooting
What if the client rejects my logo directions?
If rejection comes at the logo stage, check whether you secured mood board sign-off first — misalignment usually traces back to a skipped checkpoint. If the mood board was aligned, return to artboard iteration in step three and push toward a direction that surprises you. Present two to three fresh distinct directions rather than tweaking a single rejected concept.
What if my logo looks great in isolation but weak on social?
That means it isn't finished. Return to step three and iterate on artboards until it holds up across Instagram story, square post, splash background, and presentation slide. Real-world format pressure exposes legibility and scalability problems that isolation hides. Only proceed once the logo works across all key formats your client will actually use.
What if I'm stuck in a creative rut during ideation?
Switch to traditional tools — pen, paper, or calligraphy instruments — before continuing digitally. Physical instruments give a different perspective and unlock creativity that purely digital ideation can't. Also duplicate artboards freely and let your work look terrible; if early work looks flawless, you haven't pushed the boundaries out far enough yet.
What if the client wants to see my process early?
Redirect them to the mood board as the alignment checkpoint rather than exposing messy ideation artboards. The sketching and iteration phase is for self-proof only; premature exposure undermines confidence without adding value. Reassure the client that you'll present structured directions once the exploration produces two to three distinct concepts worth reviewing.
// Comparisons
How does this compare to using separate apps for each stage?
Separate apps fragment the workflow and break momentum, making it harder to pull elements across stages like moving a logo from vector work into a social template. This method deliberately keeps moodboarding, vector, raster, templates, and guidelines in one workspace. The continuity speeds iteration and preserves creative flow that app-switching destroys.
How does this differ from presenting a single hero logo concept?
Presenting one concept forces a take-it-or-leave-it moment and hides the breadth of your thinking. This method presents two to three distinct directions in the first presentation, giving genuine choice and demonstrating range. It also frames the first presentation as choosing a direction to develop, not locking a final logo, which reduces rejection risk.
How does moodboarding here differ from just collecting inspiration?
Casual inspiration collecting has no accountability. Here the mood board is a formal alignment checkpoint requiring explicit client sign-off, with an extracted named color palette and archetypical keywords that guide every later decision. It functions as a contract on visual direction — if the client is aligned on the mood board, they're aligned on the project.
How does this method compare to AI-generated logo tools?
AI logo tools skip exploration and alignment, producing polished but generic marks with no traditional-tools originality or format validation. This method builds originality through messy hand sketching, secures client buy-in via the mood board, and stress-tests logos across real social formats. The result is a defensible, custom identity with a full guidelines system and clean handover.
// Advanced
What is the '5 minute vs 5 hour vs 5 days' framework?
It's a referenced ideation framework from a separate Will Paterson video that structures how many concepts to explore at each time investment level. The underlying principle is that more time invested in exploration produces meaningfully different and better outcomes. It reinforces this method's emphasis on messy, extensive artboard iteration before settling on a direction.
How do I push a logo direction toward something surprising?
During artboard iteration, start with a base typeface and modify letterforms, add dimensional or geometric elements, and test elongated or compressed compositions. Duplicate artboards freely and make incremental tweaks across duplicates. Deliberately aim for at least one direction that surprises you — that surprise is the signal you've explored beyond the safe, obvious solution.
How should clear space be presented in guidelines?
Present the logo's clear space — its protected exclusion zone where no other elements may appear — using a rule-of-thirds layout that visually defines the minimum required space around the mark. This makes the exclusion zone intuitive for anyone applying the logo and prevents crowding that erodes brand consistency across future applications.
When should I neaten my work versus keep it messy?
Stay messy whenever you're working alone — during moodboarding, sketching, and artboard iteration. Only neaten when you need to show the client: pick the best bits, tidy them, and organise them into a structured presentation. Never tidy too early; premature polish signals you stopped exploring before finding the strongest concept.
Can this method scale to a studio team, not just a solo freelancer?
Yes. The all-in-one workspace and artboard staging make handoffs between team members clean, and the structured presentation and guidelines documents standardise deliverables. The mood board sign-off gives account managers a clear client-alignment gate. Keep the messy ideation phase private to whoever is designing, and only surface neatened directions for team and client review.