WELCOME. creative process guide We are redefining what is means to be an online small WHISKEYANDRED.COM

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1 FULL WELCOME BRAND creative process guide We are redefining what is means to be an online small WHISKEYANDRED.COM business owner We believe that being a small business has nothing to do with size and all to do with the way in which you conduct your business. It s more than just a label, but a choice to always create a personal, customized, one of a kind experience for your clients. And there is absolutely nothing small about that. Here at Whiskey and Red, we collaborate with small businesses owners at all levels of industry, helping them translate their offline business into an online digital experience. Together, we create a complete team. You with your experience and professional understanding of your ideal clients, and us with our blend of design, development, digital marketing expertise. We are here to provide you with the professional support and guidance that you need to bring your

2 WHISKEY & RED!2 00 FULL BRAND PACKAGE Our full branding and Logo Design package is an exciting personal brand development process that explores all the crucial elements that make you unique and then artistically defines them into the custom visual designs of your brand s identity. Ideal for established small businesses, companies with heavy print collateral needs, or online shops looking to expand their branding beyond just their logo and business cards and need more for all their print branding needs. With 4 variations and 3 brand collateral pieces of your choice, you receive a full collection of brand assets to elevate and expand your brand s recognition, both online and offline. With brand development at the core of our business, we act as more than just your designer but brand consultant and soundboard for any ideas or questions you might have about your brand s design or development. PACKAGE INCLUDES Our Full Brand design package includes the following deliverables One (1) Primary Logo One (3) Submark/Variation Two (2) Brand Patterns or Textures Decorative Brand Mark or Graphic Social Cover and Logo Profile Photo PLUS Three (3) Brand Collateral Pieces from the list below One (1) Two-Sided Business Card Sticker Design Single Side Resume + Cover Letter One (1) Two Sided Post Card Design Gift Certificate Design Single Page Media Kit or Marketing Flyer

3 !3 01 DESIGN CONSULT Complementary design consult to meet face to face Once we receive your initial contact form submission expressing interest in our Branding and Logo design services, we will follow up with an that includes a link to our online calendar program. You can then select a date and time that best fits your schedule for a one hour Zoom video call with Julie Harris, our lead designer at Whiskey & Red. During this initial design call, we ll focus on learning more about you, your business, your goals, and design needs to see if our team and services are right for you. This will also give you a chance to ask any and all questions you might have about our process to make sure we re a perfect fit. More than anything we want to make sure we re the right designer for you. 02 PROPOSAL & SIGNATURE AGREEMENT Custom project proposal and booking deposit If all goes great during our initial design consult, we will then follow up with a custom project proposal as it relates to your specific design needs. It will include a full project calendar with start and delivery dates, pricing, installments, deliverables, and a brief list of terms from our terms of service agreement. The final page will be a signature page that you ll find has been signed and dated by Julie. If all looks good in the proposal, please sign, date, and return the proposal to us via and we ll then follow-up with your booking deposit. All payments are made via check. Once your booking deposit clears, you ll be set in our schedule and we ll send our next steps and link to schedule your strategy session. 03 RESEARCH & STRATEGY Planning ahead to make intentional design decisions Once everything is signed and all deposits have cleared, we will schedule what we refer to as a project strategy session. This is a minute follow up design call to discuss your project in more specific detail and break down all your brand work to be complete by the Monday before your project start date. This includes a shared Pinterest board and brand questionnaire to help Julie understand your design vision. All design research and brand work (shared Pinterest board and brand questionnaire) are due on the Monday before your project begins. At that point, a second 30 minute design call will be scheduled to go through all your final work and make sure that both you and Julie are confidently on the same page and understand exactly what to look forward to as we jump into the design process.

4 WHISKEY & RED!4 04 INSPIRATION MOODBOARDS Phase 1 of the design process. One of the greatest challenges for a successful design experience is communication. Being able to clearly communicate what it is you are picturing in your head to your designer. Here at Whiskey & Red we attempt to try and make communicating your design easier by providing both a written and visual platform for inspiration. Aside from our detailed strategy session, you will have a brand questionnaire to fill out and answer core questions about your brand, as well as a shared Pinterest board with your designer to curate inspirational images, quotes, and logo examples. These boards might seem like a pointless collection of pretty images. But they are truly so much more than that. Moodboards are the perfect way for us to bridge that communication gap and find a common place to discuss design styles. If you say you want a fun brand, this moodboard is the visual example of what fun looks like to you as it might be different from what it looks like to your designer. But the most important opinion here is yours, so finding a way to visually express your design goals is critical. These inspiration boards do just that. INSPIRATION MOODBOARD EXAMPLE Based off of your inspiration Pinterest board and the answers in your brand questionnaire, we will pull together 3 unique inspiration moodboards that display 3 unique design directions for your brand. MOODBOARD 1: MOODBOARD 2: MOODBOARD 3: NEXT STEPS: Each moodboard will come with a brief description as to why each image was selected, the styling direction of that board, tone, mood, texture and typography ideas, and a full color palette which will be the only piece that is used in your actual designs. All images are purely there for inspiration moving forward. From here, you will select your top (1) moodboard that you feel best represents your brand. Be sure to look at the moodboard as a whole instead of each individual image separately. Each image isn t necessarily important on its own, but as a whole, it represents an experience that your clients will feel when they do business with you.

5 !5 05 PRIMARY LOGOS ROUND 1 Your first round of primary logos and complementary submark designs Once you send back your top inspiration moodboard choice, Julie will be using the tone, mood, and color palettes from that board to create your first round of primary logo options. You will receive between 3-4 unique primary logo designs. Each one emphasizing a different look or feel as it relates to the inspiration moodboard. From here, you will select your top 1-2 logo choices. Once you select your top choices, you ll be able to make any design edits, or change requests you d like to make for your second round of logos. Please be constructive and as specific as possible in your edits. Example: You LOVE logo #3 but you really love the font used in logo #4. I can easily switch out the font in your top pick. OR, say you love the layout of logo #2 but want the fonts from logo #1 with logo 3 s decorative elements. OR, you love everything about logo 1, but would like to tighten up the letter spacing or bolden/lighten up the font, that is perfectly feedback and directly applies to the design. PRIMARY LOGOS EXAMPLE Each Full Brand Design package comes with two rounds of design revisions. You can make any edits, adjustments or requests as needed during this round in order to get all logos just right LOGO OPTION 1: LOGO OPTION 2: X ANNE F RAN LOGO OPTION 3: LOGO OPTION 4: NEXT STEPS: You will generally get your first round of logos on the first Friday of the first design week so that you will have a full weekend to review all designs and formulate constructive edits for Monday s deadline. Julie will then take your edits and make all necessary adjustments to your top logo. If additional logo options are necessary, she will present those as well for your final primary logo decision.

6 !6 06 PRIMARY LOGOS ROUND 2 Your first round of primary logos and complementary submark designs Using your constructive edits from round 1, Julie will compile 2-3 new primary logo variations based off of your top logo choices for you to select your final primary logo from. Like phase 1, you will have an opportunity to make any final remarks and edits to your final design layout. This can be changing a color, adding a tagline, or spacing of letters. PRIMARY LOGOS ROUND 2 EXAMPLES Each Full Brand Design package comes with two rounds of design revisions. You can make any edits, adjustments or requests as needed during this round in order to get all logos just right LOGO OPTION 1: LOGO OPTION 2: LOGO OPTION 3: NEXT STEPS: You will generally receive your edited second round of primary logo options within hours of submitting your edits, completely depending on the styling of the logos and time required to create them. From this final round, you will select your final top (1) primary logo and make any final adjustments or edits you see fit in order to get it perfect. From here, Julie will begin the logo variations based off of your final primary logo

7 x WHISKEY & RED!7 07 FINALIZATION OF LOGOS The final primary logo and submark for your new brand identity Once you send back your final logo selection and edits, Julie will make the final changes and set your primary logo and create your 3 variations. You will be receiving your logo and variations in all the popular file formats, (JPG, PDF, PNG, SVG, AI and EPS) in your various brand colors, and in both black and white PNG s for web use. Once all primary marks are finalized, there will be no more design edits and any additional work will be billed at our hourly rate of $ Once the primary logo and variations have been set, Julie will begin work on your additional collateral design pieces. FINAL DESIGNS EXAMPLE These will be your final design logos for your brand. Any additional edits or adjustments to them will be billed at our hourly design rate of $100/hr. PRIMARY LOGO: VARRIATION 1: VARRIATION 2: VARIATION 3: BRAND MARK: e f r a n n n a X A N N E F R A N s t u d i o s NEXT STEPS: This is your final logo and submark design round. If you find that you need additional design edits, that is completely fine. All additional rounds of revisions will be added on as additional design time at our hourly rate of $100.00/hr. As we work so hard in advance to really understand the tone and mood of your brand, one round of revisions is usually more than enough. Once your logo and submarks are finalized, Julie will move into the collateral design pieces included in your package.

8 WHISKEY & RED!8 08 BRAND COLLATERAL D esi gn i s in t he d et ai ls A logo is only one part of a much bigger puzzle that is Once the primary logo and variation have been set, your brand s visual identity. With the expansive online Julie will begin work on your additional collateral opportunities out there available to small business design pieces. You ll receive one round of edits to any owners, we want to make sure that you have the brand of the additional collateral design work before Julie basis to continue to grow and elevate your brand both finalizes your design deliverables. online and off. B U S I N E S S C A R D S S O C I A L M E D I A PAT T E R N S T E X T U R E S P O S TC A R D G I F T C E R T I F I C AT E All files will come in print/web ready files so that you can order your business cards immediately, start using your social media graphics immediately, and utilize your brand pattern as you please BUSINESS CARDS: B R A N D PAT T E R N S : SOCIAL MEDIA: G I F T C E R T I F I C AT E : POST CARDS:

9 !9 09 DELIVERY & USE Receiving your final design files and learning how to use them Once all edits have been applied and designs are finalized. You will be receiving files in all the popular file types (PNG, JPG, PDF, EPS, AI, and SVG) for your designs via a shared Dropbox folder. With the goal of providing you with the necessary tools and education you need to best take advantage of your new brand, every design package comes with a Brand Style Guide outlining all logo usage, font styling, color palettes, and design inspiration so you can maintain and expand on your new brand s identity. A File Guide will also be included to help you know what files to use and where. For all US based clients, you will also be receiving a USB Drive of the design files mailed to you post project via USPS so that you always have a hard copy of the design work we did together. Whiskey and Red are not responsible for any design installments unless specified in your custom proposal (or as part of a Website Design Package). If you require any additional design work, or additional design time outside of the package timeline, you will be charged separately my hourly rate of $ STYLE GUIDE EXAMPLE Our goal is always to provide you with the tools and resources to confidently use all of your brand graphics and continue to expand your small business on you own

10 !10 10 PROJECT TIMELINE Full Brand design package project timeline Full Brand Design projects take generally 3-4 weeks. Greatly dependent upon client response time and additional add-ons beyond the package deliverables. Delays due to the client may result in additional design time and fees. Please provide all brand information: (business s, social handles, business names, physical addresses, business headshots) prior to the start of your project. All content is due via a shared Dropbox folder on the Monday before your project start date. This date will always be provided for you along with your custom project timeline calendar. This same week, a follow-up strategy call will be scheduled to go through all brand questionnaires and our shared Pinterest board in order to make sure we re on the same page before any design work begins. SCHEDULE EXAMPLE Every Mini Brand Design package takes about two full weeks, completely dependent upon client response time and any additional rounds of edits or revisions as needed. MONDAY TUESDAY WEDNESDAY THURSDAY FRIDAY Brand Questionnaire and Pinterest Inspiration board due to designer. Pre-project design call scheduled this week. Monday Project start date. Designer presents Inspiration Moodboards to Client. Client replies with top inspiration Moodboard selection Designer presents first round primary logo and submark designs Client replies with top Logo Design choices and any design edits. Designer presents round 2 edited logo designs. Client replies with final top logo selection and final edits. Designer presents finalized primary logo and begins additional collateral design work. Designer Presents Collateral design work. Client replies with edits to collateral design work. Designer presents finalized collateral work for any final edits. Logo and Branding Files Complete and Delivered via Dropbox.

11 !11 11 FREQUENTLY ASKED QUESTIONS Popular questions relating to our Full Brand design package 1. WHAT FILE TYPES ARE INCLUDED? All logos come in all popular file formats; JPG, PNG, PDF, AI, EPS, and SVG files. As well as an all black JPG and PNG, and an additional all white PNG file. Business cards come in print ready PDF files for you to send or upload to a printer of your choice. Brand Patterns/Textures come in both web ready 72 ppi JPG files as well as print ready 300 dpi JPG files. 3. HOW MUCH SAY DO I HAVE? This is your business. You know it better than anyone and should have complete say in all design decisions. I am only here to help you bring your vision for your brand identity to life, and in the process, provide design guidance and constructive suggestions. But in the end, you always have final say. 5. WHAT HAPPENS AFTER WE RE DONE? Our goal is always to provide you with the perfect tools and resources to build your brand with confidence, with or without our assistance moving forward. All design packages come with a brand style guide to help you keep your new brand identity consistent as you grow, as well as a file use guide to help you know which files to use and where so your brand always looks perfect. While we don t offer design retainers, we love to continue to work with our clients and are always here to book special projects moving forward to meet all your design needs. Past clients get priority booking spots and we try to turn around your design work as quickly as possible. 2. WHAT HAPPENS IF I NEED MORE EDITS? As we do so much prep-work in advance before starting any design work, we are usually very much prepared for the design process and additional edits are not necessary. If in your case you find you do need additional revisions, any additional design time is billed at our hourly rate of $100/hr until your are 100% satisfied with the final design. 4. WHAT IF I WANT MORE PIECES? If our Mini Brand Design package is too small to fit your design needs, we encourage you to invest in our Full Brand Design package as it has a larger collection of brand assets already included. But if you find you want to add additional design work to your Mini Brand Package, all additional work is billed at our hourly design rate of $100/hr and billed separately at the end of the project. This way you can get exactly what you need and nothing that you don t. 6. WHO HANDLES ANY PRINTING? You will receive all print ready files for any print pieces (ex: business cards) so that you can select any printer of your choice and upload the design work directly to them for printing. If you are interested in a specialty type of printing (gold foiling, raised spotglass, or special card sizing) please let us know in advance as well as where you d like your files to be printed so we can make sure all files are sized and saved appropriately. If you decide you would like Whiskey & Red to handle the printing for you, let us know and we ll invoice you separately for the printing costs. Still have more questions? Please don t hesitate to contact us and we d be happy to answer any an all additional thoughts.

12 !12 THANK YOU Contact Whiskey & Red Thank you so much for your interest in our branding services. For any booking or process related questions, comments, thoughts or if you re looking to just send a quick hello our way, please contact us today. We would absolutely love to hear from you. JULIE@WHISKEYANDRED.COM