As the identity designer, Being a part of the process from the beginning is essential, it not only allows me to witness first hand the information which will make up the strategy but also gives me a much deeper understanding of the client and allows a strong relationship to form from the outset.

During the full day workshop I assist the brand strategist by taking part with the clients to encourage free flowing discussion without inhibition. Clients are encouraged to brainstorm, mind map and vocalise topics varying from their core business objectives to love. 

The results are then distilled by the brand strategist and become the basis of the Brand Strategy document which then, in turn becomes my brief for the visual brand design.

With the workshop distillation and Brand Strategy Document as my brief I am now armed to go out and hunt for inspiration. I spend many hours absorbed in the art of creative research. This is a fundamental element of the process and the place where inspiration takes hold. I like to find a story to tell, to ground the idea. A strong story means not only can the client be inspired by the idea but everyone who touches the story will understand the meaning behind the Brand Marque. In order to find a great story, my inspiration is often not just visual but takes many hours online and in books exploring lateral routes in the real world.

Ahmad Ibn Majid was otherwise known as “The Lion of the Seas”. He was a great nautical navigator, cartographer and poet who wrote may books on navigation and transformed the seafaring world. He was born in the 1400s in Ras Al khaimah and formed the perfect basis for our Brand Marque. Taking from the unique Spiritual Proposition of “Be Real” this story added history and authenticity to a city which is being built from nothing. The Brand Values and Personality of Courage, Passion and Leadership were all covered in this character which Rak Maritime City can now make their own and give back to the people of Ras Al khaimah.

The next step is my sketchbook. only once I am confident in a strong creative concept in sketch form 
do I move in to the on-line design.

The colour of courage is: POWERFUL + WITH INTEGTITY
Teal > Middle East > The sea > Trustworthy
Gold > Warmth > Prosperity > Respect

The typographical character is: SANS SERIF + SIMPLE FORM + STABLE PROPORTION
> Type must be legible in small sizes (for example, in literature) and from a long distance (on signage)
> Must have strength and gravitas 
> Must be visually distinct 
> Needs to support the brand’s USP of ‘Be Real’

My Sketchbook is a fundamental part of the design process. only once I have a strong conceptual idea do I take it onto the computer. I like to use tracing paper and cut outs from my swipe or found images. Sketching allows me to see balance and weight of objects and improve shapes and compositions with subtle revisions not achievable on the computer.

Once on the computer, I work in Illustrator to simplify the shape and add the type. I like to create patterns which live harmoniously alongside a marque and can be used as a texture. Rak Maritime City needed to be masculine so a pattern with a nod to it’s Islamic past but a firm look to the future was needed. I used the angles from the chiselled shark tale to create a geometric pattern.

The composition of the type with the icon is very important. I find this easier to do online and so often try many combinations, printing pages of marques out in one go to review from a distance. Switching between on and off-line allows me to review shapes without distraction.

Expressing the brand identity through physical collateral design such as stationery and marketing materials but also through a creative insight to help the brand to exist in the real world. With RAK Maritime City we developed the idea of a Sea Cadets initiative to help engage the local community 
with the city and it's people.

Once a Brand Marque is signed off by the client I take time to artwork the Marque and all of the graphic elements, labelling them appropriately and ordering them in folders for distribution. Colours are finalised in PMS, CMYK and RGB and font chosen in English and Arabic.

Finally, I create an internal brand guide documenting fonts, colours, clearance, Marque use and material recommendations for future collateral production.