Normally, when I’m called in to assist on a project, there’s a lot of things already in motion. For example, when I worked alongside a handful of nutrition companies – they already had their own branding. They were married to specific ideas and as such the depth of my work was restricted in some respects.

In this rare case, I was approached at the early inception of a company. This company already had a successful list of paying clients, but lacked the branding and the internet presence it would need to expand.

This has netted me the awesome opportunity to sell a branding kit and a fresh website to the client.

Initial Prep Work

Before I invest myself in the design thinking process, the customer has requested that I help him illustrate a handful of “placeholder” branding items. This isn’t unusual especially for someone who wants to be up and running as soon as possible.

The parameters surrounding the branding I’ve been given are fairly simple.

  • The colour scheme must utilise black and orange.
  • the name of the brand is “Every Last Spot”
  • The logo should feature a building
  • The logo should also indicate that this is a cleaning company

Overall, these parameters are hardly that restrictive. After the client provided me with a rough drawing made in paint, I set about exploring my various tools to see if we could get a base to build on. After some back and forth with the client and a few tweaks, this was the final result:

As we work through each stage of the design process such as researching and exploring the problem domain, the customer may want to re-address his branding. My job is not to make decisions for the client, it is simply to put him in the best possible position to make informed decisions for his business. .

Phase 1 – Understanding

It is critically important before we begin any significant level of work for the client we need to generate an understanding of a few different moving parts. The task, the market, the technology involved, the client/customers and any other restrictions.

To get the ball rolling, I will ask the the client these three questions:

  • Who are the clients customers?
  • What problem do the clients customers have?
  • What is the clients current solution?

in this instance, the answer to these questions are:

  • Primarily estate/letting agents
  • Their properties need thorough cleaning after tenants vacate properties
  • The creation of a mobile deep cleaning service

Now that we’ve began to form an understanding of the overall task, it’s time to dive deeper on these issues.


I sat down with the client, and we mapped out the “How & Why” of why people would be utilising his business.

Fully understanding customer needs will be a key component in the later stages of design. Particularly when we’re crafting micro copy for the website or marketing materials.

After we had generated a rough understanding of his customers needs, I had two more goals in mind.

Goal 1: To begin crafting a business model canvas so could hopefully generate a more complete understanding of the business model

Goal 2: to begin crafting our user personas (with client feedback), name