From the course: Logo Development: Identity Design and Discovery

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Self-immersion

Self-immersion

From the course: Logo Development: Identity Design and Discovery

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Self-immersion

- I am insatiably curious. And always have been. And to really make discovery work for you and your client, it's probably best if you are too. I consider it an amazing privilege when a client shares with me the most intimate details of their venture. When in confidence they lay bare their hopes and dreams, and their challenges and disappointments. You will do your very best work for the clients that bond with you during this process. A few years ago, Kroger Corporation hired Gardener Design to craft a new umbrella brand for their five desperate convenience stores; Under seven looks in the U.S. The result was a coast to coast cohesive brand success. That pulled together what started out as a red hot mess. Convenient stores were a field I quickly became incredibly fluent in. And with the depth of work we were asked to create for this brand, it was imperative. We studied financials and chatted with customers eating MoonPies. Over a two month period, I had criss-crossed the country, from…

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