I always find it interesting to see how designs evolve when whirling in a feedback loop. Here I give you such a process. This particular client was easy to work with and the process went smoothly. Looking back, I can see how two different processes were operating simultaneously to drive the changes you see (click on the thumbnails for larger versions).

The first is designer exploration. Regardless of how much direction you've received leading up to a design project, there is still a notable amount of the unknown to face. When I start out on a design, I'm exploring (whether I realize it or not). I consider the needs of the client, then I begin drawing. The second process is client feedback. This comes in structured waves as each design revision is analyzed and suggestions are made.

Now, this may all seem overly obvious (such is always worthy of a blog) but understanding how we work in our discipline helps us understand ourselves (what motivates, drives change, yields innovation, etc.). Understanding my subconscious and conscious states as I work provides insight into whether or not I am working impulsively or intelligently. Work underpinned by conscientiousness is the truest manifestation of expertise. In short, deliberate, purposeful design makes a professional. Though I may have obtained such status in some small measure, the spice of my career is the pursuit of professional qualification.

The evolution of this design allowed me an opportunity to mix and balance exploration, expertise, client preferences, and technical limitations. It was an enjoyable exercise that, in the end, produced something that satisfied me as a designer, and pleased the aesthetic and business needs of the client.