When working with custom logo clients, I find it helpful to walk through the steps together before beginning. This ensures we’re on the same page regarding deliverables and expectations. While individual needs may vary, here is a pretty typical flow of events:

1. First, we talk about the project concept and inspiration. You tell me about the business or project so I understand your needs. Then I send an invoice before beginning. For first-time clients I collect a 50% deposit before working and the second 50% after completion.

2. Next, I send you a round of 6 sketches to choose from. You can decide to move forward with one of these, or you can give feedback for two more rounds of revisions. The sketches are in black and white.

3. Once the sketch is finalized, we move onto the color phase. We discuss your color preferences (if you have any), and I'll send you at least 3 options to choose from. You get another two rounds of edits at this stage so that we're sure you're completely happy with the final product!

4. I'll send you your final logo in various file types. This will ensure you have what you need for all projects moving forward, whether you want the logo on business cards or a billboard.

That’s it! Have questions? Feel free to get in touch.

Many of my illustration and graphic designs commissions over the years have come from clients who are working with an illustrator or designer for the first time. Understandably, this comes with questions about what the process entails. In order to help more people learn what to expect, I’ve created this step-by-step guide. Each project can of course be customized or may look a little different, but in general here’s what you can expect as a custom illustration or graphic design client:

First: we’ll discuss your project and confirm the timeline, budget, and deliverables. Once we establish we’ll be a good fit, I send over an invoice for a 50% deposit.
After I receive the 50% deposit, we discuss the project in more detail (by email, phone, video chat, whatever you prefer). This is the best time to talk through any ideas you have about the details or mood of the final piece. If you have any specific requests (i.e. a certain color scheme or technique, having the figures be wearing a particular garment, etc.), this is very helpful for me to know before I begin sketching. I also work with clients who don't know what they want visually and that's completely fine too.
Along with the above, the client may provide me with any relevant materials such as reference images. Sending visual references helps me understand your vision and ensure we're on the same page. For certain projects — like custom portraits — this is crucial, whereas for other projects it’s optional.
Once we have discussed the details and have ensured we're on the same page, I move into the sketch stage. I will deliver 6 black and white sketches for you to review. This stage typically takes about 3-4 days.
From there, you choose your favorite and suggest any revisions. If you don't feel like any of them are quite what you're looking for, simply let me know what's not working and I will give you another 1-2 sketches.
After I send over a second round of sketches (either completely new or revised from the first group), I offer one more round of revisions.
At this point you approve the final line drawing and I move on to what is called "color comps". Basically this means I will send simplified illustrations with two color options for you. These are not final illustrations, but will give you an idea what the final will look like. You can send over two rounds of revisions here if you'd like. This stage typically takes about 2-3 days.
Once you approve a colorway, I complete the final illustration! Depending on the level of detail in the approved sketch, this typically takes about 4-6 days.
I will send over a jpeg of the final image for you and your team to review. There shouldn't be any surprises at this stage, since you will have approved the final line drawing and the color scheme. However, I allow for one more round of small revisions at this stage (like adding more stars in the sky or making the cheeks slightly less pink).
Once the final is completely approved, I deliver all file types to you. This includes high resolution files for print and digital uses. It also includes an easy-to-share, lower-resolution image. If you want specific file sizes/types, I'm happy to send those to you as well.
Once the final deliverables have been "handed off", the client pays the remaining 50% balance within 30 days of that date.

I hope this article has helped you understand the custom illustration and design process. Feel free to get in touch if you have any remaining questions!