Communication design
Communication design is as the name says the planning of communication to elicit and outcome. The process starts by understanding the business goals, its audience and the environment its in, and creating strategy that clearly convey the intent. A communication design deliverables may include branding strategy, digital and print collaterals, infographics, brand style guides, logos, pitch deck, business website, social media contents, content strategy etc.
Over simplified process will look something like this
Understand
Discover
Design
Refine
Deploy
The primary intent of design can vary from project to project, it is always best to have a good branding strategy done before you start acquiring customers. Some common intents for a design project could be to :
- A change happening in the business, new product, new segment etc.
- Entering a new channel
- New business
- Elicit a particular behaviour from user
- Redesign for new technological/environmental/policy constrains
- Or even creating aesthetically pleasing styles that customer wants to buy.
Branding strategy
Brand voice
Brand purpose
Brand mission
Brand value
Brand logo
Brand personality
User persona
User Journey map
Competitive analysis
Positioning strategy
Message framework
Storytelling framework
Channel analysis
Iconography
Style guide
Typograph suggestion
Digital collateral
Physical collateral
Image style guide
Artwork
Data visualization
Pitch deck
Infographics
Website