I guess it’s fair to say that this is where the magic happens. As your designer, I will now translate your values into a design. Colour, fonts, shape and visual tonality. And how they fit together to create a harmonious unity.

The aim of this stage is to ensure you recognise yourself in the designs I present. You need to look at the result and think – yes, that’s us, or me! Generally I will present three designs, or three directions from which you can choose the one with which you feel most at home. Which best reflects who you are and what you stand for.

The final stage is to activate your new look and feel. Now that we’ve translated values into image, we need to put them to paper, or any manner of electronic format. If you’re the happy-go-lucky organisation, this activation will be playful and fun. The more serious type gets the more serious material.

This is the proof of the pudding. Check with some target audiences whether they think we got it right. Do some test runs to see the response. Exciting times ahead, and one with which you will attract the audience and loyalty that will drive your future success.