🔎 Why Research Comes Before Design in Branding

When you think about branding, your mind probably jumps straight to logos, colours, and fonts.

But here’s the thing: design is actually one of the last steps in my process.

Before I even open up a design file, I start with research.

Because without it? You’re just making things look nice for the sake of it—and we’re aiming for so much more than that.

Research is the foundation

This is the part most people skip—but it’s honestly where the magic starts.

I spend time gathering visual inspiration, textures, colour palettes, and mood that align with my client’s brand values and their audience’s expectations. I dive into their industry, explore competitors (what’s working, what’s missing), and sometimes even go undercover 👀 to really understand what’s going on.

The goal? To understand the heart of the brand before we ever shape how it looks.

Because the more we know, the more intentional we can be.

And intentional branding? That’s the kind that sticks.

Design with purpose

Once the research is done, every creative choice has a reason behind it.

The typography speaks to the tone of voice.

The colour palette evokes the right emotion.

The logo reflects their core values—not just something that looks good on Instagram.

So when I present a concept, I’m not just saying:

“Here’s a pretty option.”

I’m saying:

“Here’s how this reflects your mission, your people, and your goals.”

Real-life example

I’m currently working on a few brands for clients who are launching exciting things (can’t share the full details just yet 👀). In phase one, I’ve been pulling visual cues that align with her values—things like calm textures, grounded colour palettes, and themes of transformation and clarity.

It’s amazing how much direction and confidence comes from this early phase—and how it helps my clients feel seen and understood right from the start.

Strategy > aesthetics

At the end of the day, great branding isn’t just about aesthetics—it’s about strategy.

It’s about creating something that feels like you, connects with the right people, and grows with your business.

So if you’re thinking about branding (or rebranding), start with the why.

Start with research.

Start with intention.

And if you’re not quite sure where to begin—I’m always happy to chat it through.

Let’s build something that’s more than just pretty—let’s build something that lasts.

✨ Thinking about branding or rebranding soon?

✨ Thinking about branding or rebranding soon?

I’d love to hear what you’re dreaming up. You can book a free call, or if my calendar’s looking full, just drop me a message—I’ll let you know when a space opens up.