discovery - concept - refinement - finalization
Timelines are project-specific
1
Discovery
and research
Purpose
Understand the brand, audience, and project objectives while gathering visual references that help establish tone, attitude, and narrative direction.
Reference imagery—often drawn from pop or cultural visual language—helps identify the gestures, shapes, and symbols that make characters and illustrations feel memorable.
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Deliverables
Mood boards, visual references, or a creative brief that defines the visual direction for the project.
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2
concept
development
Purpose
Develop characters, props, and environments based on references. During this stage, references are broken down into shapes, gestures, and attitudes that inform the character’s silhouette and personality.
The goal is to create concepts that communicate clearly, feel recognizable, and function as memorable brand assets.
Deliverables
2–4 concept directions presented as sketches, mockups, or brand boards.
A.I.-assisted ideation may be used during this phase to explore visual possibilities.
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AI-ASSISTED CONCEPT EXPLORATION
A.I. - Assisted concept
exploration expands possibilities through rapid ideation.
3
Refinement
Purpose
Refine the selected concept and translate it into production-ready artwork. Composition, posture, silhouette, typography, and color are refined to ensure clarity, personality, and visual impact.
During this stage, practical constraints such as print production, color limitations, and brand applications are integrated into the design.
Deliverables
Refined artwork drafts that establish the final visual structure of the design.
4
Finalization
Purpose
​Prepare the finalized artwork and supporting assets for real-world use across products, campaigns, and brand materials.
Deliverables
Final artwork package including production-ready files, variations, and asset formats suitable for different applications.
refinement &
finalization
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REVISIONS
1 DISCOVERY ------------------------------------------------- 1 ROUND (OPTIONAL)
2 CONCEPT DEVELOPMENT -------------------------------- 1-2 ROUNDS
3 REFINEMENT-------------------------------------------------2 ROUNDS
4 FINALIZATION-------------------- Additional revisions beyond the standard rounds are available at an additional cost.
the design process
Character-led branding helps products become recognizable by giving brands visual personalities audiences remember.
