Our process

Our Winnipeg design team creates logos that turn heads and stand the test of time. Talk to us about how we can help create your custom visual identity to deliver impact and inspiration.

Listening And Input

Input is critical, listening even more so. There is always more to hear, more to learn. Listening and dialogue complement our artistic vision.

We listen and seek input from our clients, colleagues and community to ensure we understand the context and that our designs are respectful. We value finding new ways to include different ways of knowing, diverse perspectives and inclusive, meaningful elements.

Research And Pathfinding

Building a brand that resonates means identifying experiences and memories that can be linked to a concept. We spend a lot of time getting to know each client, their business, goals, stories and perspectives to find those links. 

If you’ve worked with us before, you’d remember this stage from the branding questionnaire and creative brief we may have asked you to fill out. Sometimes these documents can be a daunting exercise for clients to undertake, especially for a first-time branding or design project. But this level of detail and consideration helps us extract the right information and focus on the right areas for the most effective designs. It provides a point of reference and framework that can be revisited and used for creating and developing any creative project or campaign.

Brainstorming And Sketching

With a solid background and understanding of our clients and their needs grounding our work, we move on to conceptualizing our ideas and possible design directions. At this stage of the process, we are considering everything from imagery and style to colour palette and font. Even the simplest logo comprises many graphic elements, and each one needs to complement the vision and design as a whole.

Presentation And Feedback

We like to think that we know we’re at the end of a project when we’re back where we started: listening and engaging with our clients. Part of presenting a design is conveying our passion for our work along with the rationale and decisions that guided us. But it’s also about paying careful attention to the initial reactions, impressions and feedback on our ideas. As experienced artists and designers, we know that reviewing, refining and finalizing a design is all about two-way dialogue and ensuring our work checks every box on a client’s list.

Our Team

The Support Team

First Nations, Inuit and Métis Peoples each have their own unique histories and perspectives. Listening to community members and understanding these perspectives is a critical part of the work we do in collaboration with our clients and a responsibility we adhere to closely in the pursuit of reconciliation.

Our support team is a growing community of educators, Elders and Knowledge Keepers that are actively involved in the services we provide for Indigenous organizations, programs and initiatives. We take counsel in their advice and feelings towards our design work and how it relates to Indigenous issues and topics.