Just about every day I get to design awesome stuff. Logos, collateral, murals, spaces—I love getting the opportunity to work on a variety of projects. A big — HUGE — part of the design process for any of these projects is the client. Christina Harrell of Jack Porter has said to me, “it’s not the client’s job to make our lives easy.” I fully believe that. I’m offering a service to a client, and ultimately it's their project I'm working on. Nevertheless an involved client who owns the process and takes the work as seriously as I do, that client can make all the difference in the experience and make the job a little easier on both sides, client and designer.
COLLABORATE & DISCOVER
Today I to tell you about two such clients whom I have had the privilege of working with these past few months. Mark and Sherry Ferguson of Ferguson Builders, LLC approached me to partner with them on developing a new logo design for their growing company. Ferguson Builders has developed a reputation as a trustworthy and reliable company that is a strong competitor in our area. Each home built or remodeled by Ferguson Builders is unique, and the design and build are approached with creativity to develop custom, high end, and quality solutions for homeowners.
I like to kick off every design project with a discovery meeting. This meeting helps me get to know my clients and their expectations for the project we will collaborate on together. The Fergusons were definitely all in from the first meeting. They were prepared with a clear vision of their company to share, and they could easily articulate the future direction of Ferguson Builders. Coming up with descriptive words to guide the work was no problem: trustworthy, reputable, strong competitor, high-end, custom, creative problem solvers. Mark also had one request — no houses in the logo!
Through my exploration of numerous styles and color palettes, I narrowed down the concepts for the Fergusons to three sketches that I thought will be the most effective and best express their business direction as they described it to me. I then took these three ideas into the computer and began the process of making them into digital designs.
I worked all three designs into a presentation, and Mark, Sherry, and I met to review and discuss the concepts. Were the designs on the right track? Did one design resonate at first glance more than the others? I walked them through the designs page by page and explained the ideas behind each element. After this, they took them home, discussed on their own and with business advisors, and got back to me the next week with really helpful, direct, and specific feedback (another area where clients who work hard to own the project really help out the process!).
In the end it was the first concept I showed Mark and Sherry that won us all over. The Ferguson shield emblem communicates strength and integrity, and the customized typography communicates high-end without being too stuffy. I chose the colors based on images they shared with me of the homes they have designed and built. Shades I call river blue, copper, slate, and marble speak to custom elements found in Ferguson Builders homes.
This past Friday, I got to celebrate the launch of their brand alongside their amazing team (including my awesome husband, Stephen, who’s been a member of the Ferguson team for a few months now) at Ferguson Builders’ third annual summer event. It was a perfect evening to celebrate a great company, team and the end of a few months of hard work for the guys in the heat of a South Carolina summer. And you can never really go wrong with attending a Greenville Drive game!
Follow the Ferguson Builders team at FergusonBuilders.com or on Facebook and Instagram. And I’d love to hear from you: What is essential to your creative process? What is your favorite part of the new Ferguson Builders brand palette?