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
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.
User Journey map
Image style guide