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Brand projects have more review rounds than most work, and the rounds tend to sprawl. Here are five rules that keep them short, gathered from agencies that run a lot of identity work through Ferrybox.
1. Show fewer concepts#
Three concepts is plenty. Five concepts don't give clients more choice; they give them more to combine. "Can we have the type from option two with the colours from option four?" is how a brand loses its idea.
2. Review in context, not on white#
A logo on a white page is hard to judge. Show it on the things it will actually live on: the website header, a business card, a social avatar, a van. Clients make better decisions when they can picture the result.
3. One decision per round#
Round one decides the direction. Round two refines it. Round three is details. Mixing them – refining the colour palette while still choosing between concepts – doubles the work and the number of rounds.
4. Agree who decides#
Brand decisions attract opinions from everyone, including the founder's partner and the board member who "has an eye for design". Opinions are fine. Decisions need one owner on the client side, named at kickoff.
5. Close each round in writing#
At the end of every round, record what was decided. With an approval button, that's automatic. Without one, send a short summary and ask the client to confirm it.
Brand projects that follow these rules usually finish in three rounds. The ones that don't can run to eight – and by round eight, nobody is enjoying the work, including the client.
