I personally like to start each project with a sketch of the first thing that came into my mind during the brief. Your initial idea may evolve as your concept is developed but this is the most unencumbered / pure instance of your own idea and creativity. Once you start looking through different resources or even the branding, you’ll be influenced by what you see and it’s almost impossible to get that initial idea back. With this method you may have to pull back or shift some of your ideas to ensure they are brand compliant, but I find it’s much easier to mold an idea into something that works than to be stuck for inspiration.

If you have no initial inspiration, then it’s time to look at what else is out in the world. A great place to start is what else the brand has been releasing lately, going through the different avenues of communication can inspire you to see the brand in a way you hadn’t before. How someone presents themselves on their social media verses how they format their annual report will be very different and you’ll be able to pull the elements you like from both to create a fresh perspective.

Another place I like to look for inspiration are industries that are completely different than the one our client is in. If our client is hosting an event and wants a new identity for it why not look at industries that are closely following trends, for me this means sports or fashion brands, but it can be anyone or any company producing something that you’re drawn to!

The main take away I would give to any designer is follow what excites you and what you feel passionate about. At any time during the creative process, you can always pull back and lean into the branding as you know it, but by following your initial ideas and what excites you you’ll not only have more fun during the process, but you’ll be testing and growing your skills as a designer.