WONKY Design Co: Our Process
6 min read
When I sit down with a new client, the first thing I often hear is,
“We’ve got this idea… but we don’t know how to bring it to life.”
That’s where I come in. Over the years, I’ve learned that branding isn’t just about looking good – it’s about feeling right, telling your story, and connecting with the people who matter most to your business.
Take Dendroid, for example. They knew they wanted to make an impact in the sustainability space. We landed on the tagline “We are Tree People”, and suddenly the whole brand snapped into focus. The visuals, the messaging, even their internal culture followed from that one line. That’s the power of doing branding properly – it creates clarity, momentum, and confidence.
At WONKY Design Co, I’ve built a three phase process to make sure every brand we work with reaches that kind of clarity. Whether you’re a small café, a band ready to launch a new album, or a growing business with big ambitions, the steps are the same – discovery, strategy, design, launch, and growth. Let me walk you through how it works.
Phase 1
1.1 The Initial Call: A No-Pressure Chat
I always start with something really simple: a free, no-strings-attached call. Think of it less like a sales pitch and more like grabbing a coffee with someone who actually wants to hear about your business. I ask questions about where you’re at, what’s working, what’s not, and—crucially—what you want to achieve.
Most small business owners I talk to already have a sense of where they’re struggling. Sometimes it’s “I don’t know how to stand out online” or “I’m attracting the wrong kind of customer.” Other times it’s “I feel like I’ve outgrown my logo and branding.” This call is about surfacing those things so we can see if we’re a fit to work together.
It’s also a two-way street. You get to sound me out, see if my style and process feel right for you. Branding is collaborative—it only works if we actually get along. I’d much rather you walk away thinking “Mark wasn’t the right fit, but he gave me some clarity” than feel pressured into something that doesn’t click.
1.2. The Brand Audit: Where Are You Now?
After that chat, the next step is often a brand audit. Think of it like a health check for your business identity. We look at everything: your logo, website, socials, print materials, even the way you word your emails. The aim isn’t to pick holes for the sake of it—it’s to figure out where your brand is helping you and where it might be holding you back.
For example, I once audited a café that had a lovely atmosphere in person but a confusing online presence. Their Instagram made them look like a cocktail bar, their logo suggested an American diner, and their website hadn’t been updated in three years. Customers were walking in with the wrong expectations.
The audit gives you a clear picture: what’s working, what’s inconsistent, what’s missing. Sometimes the solution is small—a refined colour palette, better photography, clearer messaging. Sometimes it’s bigger and calls for a complete overhaul. Either way, you’ll leave knowing exactly what needs to change to attract the customers you actually want.
1.3. Brand Strategy: Your Foundation Workshop
This is where we get under the skin of your business. We run a half or full day workshop with you to lay the foundations of your brand. We cover three big areas:
Brand core – your purpose, values, and vision. Why do you exist beyond making money, what principles guide you, and where are you heading?
Brand position – your audience, your market, and your growth goals. Who are you talking to, what’s going on in your sector, and what do you want to achieve over the next 12–18 months?
Brand persona – the personality and tone of voice your business takes on. Should it feel playful, sophisticated, bold, friendly? These traits dictate how your visuals and messaging land with people.
Think of this workshop as your compass. Without it, your design and marketing are at risk of feeling scattered or inconsistent. With it, everything starts to align, and decisions about logo design, campaigns, even how you talk to customers get easier and more confident.
Phase 2
2.1 Messaging and Narrative Framework: Finding Your Voice
Once the strategy is set, we move into words. Because let’s face it: you can have the slickest visuals in the world, but if your messaging is vague or generic, you’ll lose people instantly.
This stage is about building a narrative framework. That sounds technical, but in practice it’s a way of answering three key questions:
What do you want people to know about you?
How do you want them to feel?
What do you want them to do next?
I help you develop a tone of voice that actually reflects your personality. If you run a bold, fun food truck, your brand voice shouldn’t sound like a corporate bank. If you’re a ceramics studio aiming to nurture creativity and calm, your words shouldn’t be sharp and shouty.
We’ll also create your core story—the simple, repeatable narrative that runs through your website, social media, and marketing. That story is what sticks in your customers’ minds. For example: “We’re the café that feels like your living room,” or “We’re the record label that gives local artists a bigger stage.” Once that story is nailed, everything else falls into place.
2.2 Visual Identity: The Look That Matches the Story
Now we get to the part most people think of when they hear “branding”—the visuals. But here’s the thing: if you skip straight to this step, you’re basically picking clothes before knowing the occasion. The real power comes when the visuals are built on the foundation we’ve already set.
Your visual identity isn’t just a logo. It’s a whole system:
Logo suite (primary, secondary, icon versions)
Colour palette
Typography
Illustration or photography style
Layout rules and brand assets
These elements create consistency, which is what builds recognition and trust. A customer should be able to glance at your Instagram grid or your packaging and immediately know it’s you.
For small businesses, I’m always mindful of flexibility. You don’t need a 100-page brand book—you need a toolkit that you can actually use day to day. That might mean Canva-ready templates for social media, or a set of graphic elements you can apply to menus, posters, and merch.
The best brands feel cohesive without being rigid. They grow with you rather than boxing you in. My job is to design something that makes you proud to show up, but also practical enough that you can keep using it without me holding your hand forever.
2.3 Design Deliverables: More Than Just a Logo
One of the biggest misconceptions about branding is that it begins and ends with a logo. In reality, a logo is just one piece of the puzzle. What really brings a brand to life is how that identity shows up across different touchpoints. Depending on your business, design deliverables could include:
A clean, easy-to-use website
Merchandise collections (t-shirts, tote bags, mugs)
Print marketing (flyers, brochures, posters)
Signage, menus, or uniforms
Social media templates that keep your content consistent
When all these elements are aligned, your brand looks more professional, feels more trustworthy, and most importantly, sticks in people’s minds.
Phase 3
3.1 Launch: Building Excitement
The launch is your moment to step into the spotlight, and it deserves proper planning. Instead of just announcing “new logo, new us”, I help clients build multi-stage launches designed to generate excitement and engagement.
A typical launch plan might include:
Collecting email sign-ups in advance with a fun incentive (early access, a giveaway, a behind-the-scenes peek).
Teasing elements of the new identity over time to build curiosity.
A clear “reveal moment” where you share the new brand visuals across your channels.
Follow-up posts, events, or offers to keep the momentum alive.
This approach gives your brand a sense of occasion. People notice when a business takes its identity seriously, and they’re more likely to share, engage, and buy into the journey.
3.2 Ongoing Design: Staying Relevant
Branding doesn’t stop at launch day. To keep your brand fresh and effective, you need ongoing design support. This often looks like:
Social media strategy and content creation – making sure your posts are consistent, on-brand, and genuinely engaging.
Seasonal campaigns – Christmas promotions, summer events, or collaborations.
Merchandise collections – limited-edition runs or collaborations that create buzz and customer loyalty.
Print media – posters, flyers, menus, or packaging when you need something tangible to support digital marketing.
In short, ongoing design is about maintaining your brand presence and giving you the flexibility to respond to opportunities as they come up. The brands that stay consistent are the ones people trust and remember.
Final Thoughts
Branding isn’t magic, but it can certainly feel like it when it all comes together. At WONKY Design Co, our process is designed to give you clarity, confidence and a creative identity that actually works in the real world.
If you’re ready to stop guessing and start building a brand you’re proud of, let’s have that first call. It’s free and it might just change the way you think about your business.
